Cadillac Makes a Comeback in Australia with Electric Vehicles
After an unsuccessful attempt to re-enter the Australian market in 2008, General Motors (GM) has now shifted its focus to electric vehicles (EVs).
The 2024 Cadillac Lyriq electric large SUV will be launched in Australia and New Zealand later this year. GM Australia and New Zealand Managing Director Jess Bala stated that while they are not aiming for mainstream appeal with their traditional models, there is a significant opportunity to attract buyers seeking high-end electric SUVs. “This is a luxury play for various reasons, one being our desire to be exclusive and in demand without having too many vehicles on the road,” Ms. Bala explained.
Ms. Bala emphasized that the timing of the decision is crucial, as consumer demand is shifting towards more sustainable vehicles. The relaunched Cadillac series will be available for purchase online and in “experience” stores located in Sydney, Melbourne, and Auckland.
GM’s presence in Australia was previously supported by the iconic Holden brand until 2020. Founded in 1856 as a saddlery business, Holden transitioned to automotive manufacturing in 1908 and became a major player in the Australian automotive industry, producing a wide range of vehicles including sedans, SUVs, and commercial vehicles.
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In 1931, GM acquired Holden, and in February 2020, GM announced the retirement of the Holden brand and its operations in Australia and New Zealand. This decision was part of GM’s global restructuring strategy to focus on markets with high return on investment. The closure of Holden marked the end of an era for Australian automotive manufacturing.
Cadillac’s Commitment to Australia and New Zealand Markets
The Cadillac brand has not sold vehicles in Australia since the 1960s, and the planned return in 2008 was disrupted by the Global Financial Crisis. However, GM now believes the timing is right to reintroduce Cadillac to the market. The decision to re-enter Australia and New Zealand came after the company decided to manufacture right-hand drive cars exclusively for the EV market, as part of their goal to go fully electric globally by 2030.
