Most Cadillac Lyriq And Optiq Buyers Switch From Competitors

We recently reported that Cadillac is earning most of its conquest sales from Tesla, Mercedes, Audi, Lexus, and BMW. As it just so happens, Cadillac Lyriq and Optiq sales are primarily contributing to this data point, as both battery electric crossovers are seeing “extremely strong” conquest numbers.

“Our conquest numbers are extremely strong,” said Roth during a recent media briefing attended by Cadillac Society. “When you look at vehicles like Lyriq and Optiq, Lyriq brings in 79 to 80 percent conquest, Optiq bringing in 76 percent conquest.”

Roth also believes that Cadillac’s increased presence in motorsports is a leading contributor to these results, which are also bringing along a new buyer demographic. “We’re spending time leveraging our racing and performance pedigree, and that’s really driving a new, younger conquest customer.”

What’s more, the automaker is capitalizing on this shift by launching sportier, more athletic and performance-oriented variants of its latest products, including the Lyriq-V and Optiq-V, which represent Cadillac’s first V-Series EVs. In fact, the Lyriq-V is now the quickest-ever Cadillac production vehicle.

“We are truly investing in the brand with our bold, authentic, sophisticated advertising,” remarked Roth. “And that’s attracting this customer that we really wanted to see come to the Cadillac brand.”

As previously reported, Cadillac isn’t just seeing an increase in conquest sales – it’s seeing sales grow across the board. U.S. Cadillac Q2 sales increased 15 percent during the second quarter of 2025, resulting in the marque’s best Q2 performance since 2007. Additionally, Cadillac sales grew 17 percent during the first half of 2025, representing its best first-half sales performance since 2008. Impressively, retail Cadillac sales were up in all 50 U.S. states, increasing over 25 percent in 26 states during the first half of the year.