The 2024 Cadillac Lyriq all-electric luxury crossover will soon make landfall in Switzerland, representing Cadillac’s return to Europe after nearly seven years of an extremely limited presence in the region. To establish a brand presence in the country, Cadillac will open Cadillac City, a brand-new experience center on the Bahnhofstrasse street in Zurich.
The luxury marque claims that Cadillac City will “provide an elevated, more personalized, luxury experience and foster a community around Cadillac EVs.” Considering that half of Cadillac’s lineup will be comprised of electric vehicles by the end of the decade, the luxury marque will need to increase public acceptance of EVs, and Cadillac City will help provide a platform to do so in Switzerland.
The facility boasts 600 square meters (6,458 square feet) of floor space, providing customers the opportunity to not only test drive the Lyriq (and future Cadillac EVs), but to also customize the model to their liking, all in a stunning historic building. Known as Bahnhofstrasse 75, the building was originally erected in 1912 before being renovated, melding its historic presence with modern touches. The remodel exposed the edifice’s original façade, which features natural and artificial stone elements.
Inside, the design boasts an “elegant” terrazzo surface with live plants and rounded lighting elements to convey a flow of movement throughout the two-story campus. There’s even a play area for children that, among other things, lets them can customize vehicles and learn about EVs.
“Cadillac City is an experience center and family-friendly community space that showcases our cutting-edge electric vehicle and educates the public on how and why to own an EV,” said Sam Van Keef, Director of Network Development. “The Brannhof is an impressive and historic building, beautifully renovated at a prime location. It’s a place for encounters and to enjoy a beautiful environment.”
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