Earlier this month, Cadillac Society reported that Cadillac backtracked on its ambitious plan to go all-electric by 2030. Introducing plug-in hybrid electric vehicles (PHEVs), which bridge the gap between battery electric and gasoline-powered vehicles, might seem like a good middle ground between internal combustion engine (ICE) vehicles and EVs, but the luxury marque has no intention of selling PHEVs – at least not yet.
According to a report from Newsweek, Cadillac stated that it will offer ICE vehicles and EVs side by side as it transitions to an all-electric lineup in the future, leaving PHEVs out of the equation. That said, internal data collected by Cadillac suggests that 60 percent of luxury buyers are considering a battery electric vehicle (BEV) as their next ride, and Caddy isn’t short on EVs to answer this demand, including the Escalade IQ, Lyriq, Celestiq, Optiq and Vistiq.
Even so, some buyers are resistant to the idea of purchasing a BEV, hence the luxury marque’s decision to continue offering ICE vehicles. While PHEVs aren’t in the cards right now, Stephanie Obendorfer, Cadillac communications senior manager, says the luxury marque hasn’t written the idea off entirely and is keeping a thumb on the pulse of market trends.
“While Cadillac will offer an all-EV portfolio by 2030, we will let customer behaviors determine the rate we go exclusively EV. Our fresh ICE and EV portfolio and flexible manufacturing put us in a good position to transition at the rate of the market,” Obendorfer stated.
Doing so allows customers the “luxury of choice” when it comes to purchasing either an EV or ICE-powered vehicle, according to John Roth, Global Vice President of Cadillac. While full electrification may be more appealing to a younger buyer demographic, the luxury marque doesn’t want to risk alienating its older customer base, which may be reluctant to purchase an EV.
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