• by Tanya Gazdik , May 1, 2024

2025 Cadillac Escalade IQ electric vehicle

Cadillac has attracted 600,000 new customers in the last five years, and its growing EV portfolio is a big part of that lure.

The percent of younger buyers (which Cadillac defines as ages 18-55%) was up 5%. Customers new to the General Motors luxury brand in North America included 70% of Cadillac Lyriq buyers, 71% of CT4 in 2023 and 66% of XT4 in 2023. 

Global Cadillac Vice President John Roth told reporters at a media event Wednesday that more than 50% of the consumers who have filled out “hand raisers” for the upcoming 2025 Cadillac Escalade IQ electric vehicle are new to the brand. The vehicle is expected in dealer showrooms later this year. 

Cadillac Lyriq had its best-ever quarterly sales in first quarter, up 52% compared to the fourth quarter of 2023. It outsold every EV from Mercedes-Benz, BMW, Audi and Volvo, Roth said. 

“Total Cadillac sales in the western half of the country are up 50%, and that’s driven by Lyriq,” he says. 

But gas-powered vehicles remain important. Overall, the division had its second best first-quarter sales since 2015, with Escalade sales up 8% and XT6 sales up nearly 6%.

Cadillac will offer a full line of electric vehicles by 2030, but will continue selling gas-powered vehicles, he said.

"EVs and ICE (internal combustion engine), we want to be clear, will coexist for a number of years," Roth said. "We want to make sure that we have that luxury of choice in the marketplace and both will have an opportunity to meet customer needs as we look forward.”

Roth also affirmed the division’s commitment to its racing program. High performance on the track is important to continue elevating the brand among consumers, he said. 

Cadillac will return to the 24 Hours of Le Mans in June with three Cadillac V-Series.R hybrid race cars supported by experienced championship-winning drivers and teams to challenge for the overall victory. It is the second consecutive year that Cadillac Racing has received three invitations from event organizer Automobile Club de l’Ouest to compete in the classic endurance race.