The Cadillac Lyriq is expected to lead the comeback
American car giant starts return to region with all-electric line-up planned
General Motors will begin its return to the European market as an EV-only manufacturer with the launch of the Cadillac Lyriq SUV in Switzerland this week.
The American giant withdrew from Europe and the UK after selling Opel and Vauxhall to the PSA Group in 2017, retaining just a limited import operation for Cadillac and the Chevrolet Corvette.
However, it established a new European arm in 2021 which is headquarted in Zurich, Switzerland, and has been steadily preparing to return with an all-electric line-up of cars. GM will open sales of the Lyriq SUV in the country tomorrow (Friday October 6), with plans to expand to five further countries – starting with Sweden and France – in the next two years. There is no word yet on any plans for the UK.
The Lyriq will be pitched as a Mercedes-Benz and BMW rival, and priced at CHF 82,000 (£73,700) in Switzerland. That compares to a starting price of $58,000 (£52,200) in the US. The large SUV features a huge 102kWh battery that gives a range of up to 330miles, while the twin motor set-up offers 521bhp.
GM has committed to having a fully electric line-up worldwide by 2035 and has invested heavily in developing the new Ultium EV platform that underpins the Lyriq, GMC Hummer EV and other vehicles.
GM’s previous European efforts featured distinct European brands, but this time it’s set to utilise its existing portfolio of American brands. That will start with Cadillac, which has been reinvigorated in the US with a fresh push to the premium market, but could also include the more mainstream Chevrolet brand. GM has also been considering offering the Hummer EV in the region, although its substantial weight presents a challenge because it would be classed as a heavy vehicle.
Notably, Cadillac returned to motorsport in 2023 with an LMDh endurance racer that competed in the Le Mans 24 Hours, giving it a high-profile tool to reinforce a global profile.
GM Europe has been tasked with acting as a rapid start-up, noting that the lack of a legacy ICE division in Europe will enable it to more easily push its EVs.
This will involve GM employing a pared-back, online-only retail model – similar to Tesla, Polestar and Genesis – that would enable a return without the substantial investment in a dealer network. It will open an ‘experience centre’ in Zurich to showcase cars, although it will only offer online sales.
GM’s European ambitions aren’t limited to selling cars, either: it’s set to offer products and services under its new Brightdrop last-mile-delivery brand as well.
Jaclyn McQuaid will lead the GM Europe division for the relaunch, having taken over the role late last year.
