General Motors (GM) is set to make its return to the European market as an all-electric vehicle (EV) manufacturer. The American car giant will kickstart its comeback with the launch of the Cadillac Lyriq SUV in Switzerland this week. This move marks GM’s first foray into the European market since it sold Opel and Vauxhall to the PSA Group in 2017.
GM established a new European arm in 2021, headquartered in Zurich, Switzerland, and has been diligently preparing for its return with a lineup of EVs. The Lyriq SUV will be available for sale in Switzerland starting from Friday, October 6th, with plans to expand to five additional countries, including Sweden and France, over the next two years. However, there is no information yet regarding any plans for the UK market.
Positioned as a direct competitor to Mercedes-Benz and BMW, the Lyriq SUV will have a starting price of CHF82,000 (£73,700) in Switzerland, compared to $58,000 (£52,200) in the US. It boasts a massive 102kWh battery, providing a range of up to 330 miles, and is equipped with a twin-motor setup delivering 521bhp.
GM has committed to offering a fully electric lineup worldwide by 2035 and has heavily invested in developing the Ultium EV platform, which underpins the Lyriq and other vehicles like the GMC Hummer EV. This strategic move aligns with GM’s global vision for a sustainable future.
Unlike GM’s previous European efforts that featured distinct European brands, this time the company plans to leverage its existing portfolio of American brands. Starting with Cadillac, which has experienced a resurgence in the US market with a renewed focus on the premium segment, GM may also consider introducing the more mainstream Chevrolet brand. Additionally, there have been discussions about bringing the Hummer EV to the European market, although its weight classification as a heavy goods vehicle poses a challenge.
Cadillac’s return to motorsport in 2023 with an LMDh endurance racer competing in the prestigious Le Mans 24 Hours further strengthens its global profile and brand image.
GM Europe aims to operate as a nimble start-up, leveraging its lack of a legacy internal combustion engine (ICE) division in Europe to more easily promote its EVs. To achieve this, GM plans to adopt a streamlined, online-only retail model similar to Tesla, Polestar, and Genesis. This approach eliminates the need for significant investments in a traditional dealer network. GM will establish an “experience center” in Zurich to showcase its vehicles but will exclusively offer online sales.
GM’s European ambitions extend beyond selling cars. The company plans to offer products and services under its new Brightdrop last-mile-delivery brand. This move aligns with the growing demand for efficient and sustainable urban logistics solutions.
Leading the GM Europe division for the relaunch is Jaclyn McQuaid, who assumed the role late last year. With her expertise and experience, McQuaid will play a crucial role in driving GM’s success in the European market.
In conclusion, General Motors is making a comeback in the European market as an EV-only manufacturer. With the launch of the Cadillac Lyriq SUV in Switzerland, GM aims to compete with established luxury brands like Mercedes-Benz and BMW. By leveraging its existing portfolio of American brands and adopting an online retail model, GM is poised to make a strong impact in the European EV market. As GM continues to invest in EV technology and expand its offerings, it is clear that the company is committed to shaping a sustainable future for mobility.