As the luxury marque’s first ever all-electric vehicle, it’s no surprise that the Cadillac Lyriq is attracting buyers who may not be loyal to Caddy. In fact, more than 40 percent of Lyriq buyers are “conquest sales,” meaning they owned a vehicle from a Cadillac competitor prior to the Lyriq.
Cadillac chief John Roth revealed the Lyriq’s impressive conquest rate to Cadillac Society Executive Editor, Alex Luft, in a conversation on the sidelines of the North American International Auto Show in Detroit.
However, it’s worth noting that while a 40 percent figure is certainly nothing to sneeze at, the Lyriq’s sales numbers during the first half of 2023 leave something to be desired. While the Cadillac Lyriq was the second best-selling model in its direct sales bracket, it’s a distant second compared to the segment-best Tesla Model Y.
| MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
|---|---|---|---|---|---|
| TESLA MODEL Y | +76.39% | 190,500 | 108,000 | 98% | 100% |
| CADILLAC LYRIQ | * | 2,316 | 0 | 1% | 0% |
| LEXUS RZ | * | 1,117 | 0 | 1% | 0% |
| AUDI Q8 E-TRON | * | 779 | 0 | 0% | 0% |
| JAGUAR I-PACE | -3.99% | 265 | 276 | 0% | 0% |
| TOTAL | +80.07% | 194,977 | 108,276 |
The Lyriq sold 2,316 units during the first six months of the 2023 calendar year, snapping up one percent segment share. By comparison, the Model Y sold 190,500 units during that same timeframe, good enough for 98 percent segment share. While the Lyriq is creeping up in terms of sales volume, there’s a lot of ground to cover if it’s going to dethrone the Model Y for the top spot.
But that’s not to say Cadillac isn’t taking steps to close the gap. In fact, the luxury marque is currently working toward increasing production of the Lyriq at the Spring Hill plant in Tennessee to answer substantial demand, and sales should see an increase once production does ramp, though much is dependent on current labor contract negotiations between Cadillac parent, General Motors, and the United Auto Workers union (UAW).
Even so, as Cadillac Society recently pointed out, it’s difficult for prospective buyers to browse for the Cadillac Lyriq on the luxury marque’s website, as customers aren’t able to browse new Lyriq units on Cadillac.com. That’s quite odd considering that Cadillac Lyriq units are currently available for purchase on dealer lots across the United States.
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Resulting in a more commanding presence all around.
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And we have some ideas about how this will be accomplished.
