The Celestiq is Cadillac's most expensive car ever, at a time when the brand is still finding its footing. Here's why GM thinks it will work.

why cadillac thinks it can sell a $300,000 car
Cadillac

For over two decades, Cadillac had its sights on the German competition. With a line of genuinely great sports sedans, the brand tried to recapture its former role as a standard-bearer for cars worldwide. That plan, though successful in producing some great products, never quite shook off its image of being a step behind the world’s best luxury brands. Despite that, Cadillac has mustered the gall to take on Rolls-Royce with a $300,000 hand-built EV. We spoke to a few executives to find out why they think the Celestiq can win over ultra-luxury customers.

“I think the big thing is that, there’s been a lot that we’ve done as we’re moving into EVs, where we’re looking into the past to define our future,” Melissa Grady Dias, chief marketing officer for Cadillac, told Road & Track. “Not leaning into heritage, but looking into what actually made Cadillac the icon that it’s been. And if you go back to when Cadillac was referred to as the ‘Standard of the World,’ the vehicles were hand built and bespoke to the person that was ordering them. So that became a bit of an inspiration.”

why cadillac thinks it can sell a $300,000 car
Cadillac

The result of this is an extraordinary focus on personalization.Options for customizing the Celestiq go far beyond those available to Porsche customers and, arguably, even those that standard-bearer Rolls-Royce offers on its mainstream models. The car can be painted to match any sample provided, of course, but also fitted with just about any upholstery or trim you can image. Pick your material and let Cadillac’s buyers source, test, and adapt it for automotive use.

That’s all relatively normal in the ultra-luxury world, but the part where Cadillac pulls ahead is in its heavy use of additive manufacturing and laser etching. Because so many pieces are either detailed using programmable lasers or produced with infinitely flexible 3D metal printing, tweaking details is easy. For instance, the cupholder bezel on the Celestiq depicts silhouettes of a few classic Cadillacs selected by the brand. One customer requested his Celestiq feature silhouettes of his own Cadillacs. Since the part is 3D printed, producing the new part is as easy as making a new 3D file for the printer. Whether you want custom vent surrounds, clothing hanger hooks, or by-hand paint jobs, it’s all on the table.

why cadillac thinks it can sell a $300,000 car
Cadillac

“It really truly becomes specific to that person. It’s way beyond just the embroidery on a headrest or picking your piping color. Which, again, we’re going to do all of that easy, low-hanging fruit, but we can really get in and actually make these beautiful and specific to each customer,” one member of the design team told Road & Track.

And, Grady Dias notes, all of this customization is available on a car that already represents the pinnacle of performance and luxury as GM sees it. The Celestiq has MagneRide 4 (the world’s best damping system in my estimation), a four-panel electrically dimming glass roof with embedded LEDs, Ultra Cruise hands-free driving (an improvement on what Super Cruise, already the world’s best hands-free driver assistant), a 38-speaker AKG audio system, rear-seat recliners, a 55-inch custom display, screens for all three passengers to watch movies, three-chamber air suspension, active anti-roll bars, a 600-hp dual-motor all-wheel-drive electric powertrain, and headlights that work as 1.3-megapixel projectors to display start-up animations.

why cadillac thinks it can sell a $300,000 car
Cadillac

Cadillac has long been accused of skimping on the details, but in the case of the Celestiq, it’s hard to think of anything it overlooked. The wheels are more intricately machined than any others I’ve seen on a production car. Grady Dias is hopeful that it’ll be enough to win over Cadillac skeptics.

“Honestly, we’ll [try to] convince them, but the vehicle will really convince them. I’ve driven it and there are really no compromises. Nobody’s going to have a question once they get behind the wheel. A completely hand-built, bespoke-to-you vehicle is just a very different class of thing.”

why cadillac thinks it can sell a $300,000 car
Cadillac

Perhaps the biggest difference between this and Cadillac’s pursuit of BMW is that the company is no longer following anyone else’s lead. The company will find itself competing with Rolls-Royce for buyers, especially now that Rolls-Royce has announced its own EV, but its approach to luxury is noticeably different. Cadillac places greater emphasis on performance and technology than Rolls-Royce. Mercedes-Maybach has a similar focus on technology, while the pursuit of performance is something Cadillac shares with Bentley. But neither of those brands offer nearly as much in the way of customization, or have thus far launched EVs, so Cadillac is clearly claiming new ground. The company is done trying to imitate the success of others and is trying, once again, to reclaim what made it great in the first place.

“I want to say this the right way, but I don’t really see us ‘chasing’ anything,” Grady Dias says. “This car is, we believe, setting the class. You don’t want to compare yourself and box yourself into something. As we move into EVs, we’re really looking not at our competition but at our consumers.”

why cadillac thinks it can sell a $300,000 car
Cadillac

Keyword: Why Cadillac Thinks It Can Sell a $300,000 Car

CAR'S NEWS RELATED

Cadillac Eldorado History 1996

Cadillac Eldorado Models & History 1996 The 1996 Eldorado, Cadillac’s personal luxury coupe, shared many features with the Seville. Its closest competitor is the Lincoln Mark VIII, but the Lexus SC 300 and SC 400 fight Eldo for sales, too. The Eldorado Touring Coupe (ETC) offers an even more ...

View more: Cadillac Eldorado History 1996

General Motors Set to Produce F1 Power Units for Cadillac Andretti in 2028

General Motors (GM) has taken the world of Formula 1 by surprise, announcing that it will be producing F1 power units from the 2028 season, potentially for the Andretti Cadillac team if they secure a deal with the FIA and F1 management. GM says that it has already begun the ...

View more: General Motors Set to Produce F1 Power Units for Cadillac Andretti in 2028

General Motors registers as F1 power unit manufacturer in 2028

General Motors will plan to enter Formula 1 as the latest power unit manufacturer in 2028 after having its interest registered with the FIA. The engine, which would be branded as a Cadillac, would be used by the prospective Andretti entry, which was finally accepted by the FIA at ...

View more: General Motors registers as F1 power unit manufacturer in 2028

Verdict: Does Cadillac engine make Andretti F1 snub impossible?

The latest twist in Andretti’s bid to join the Formula 1 grid in the face of continuing resistance is a works engine deal with General Motors’ Cadillac brand. The FIA has already given Andretti’s bid the green light, but F1 is yet to. How much should this news change things ...

View more: Verdict: Does Cadillac engine make Andretti F1 snub impossible?

Cadillac Will Build Engines For Andretti In Formula 1

Cadillac confirmed Tuesday it has registered with the FIA to be an official Formula 1 power unit manufacturer starting in the 2028 season.

View more: Cadillac Will Build Engines For Andretti In Formula 1

Cadillac Will Build A Formula 1 Power Unit For Andretti If It Makes It To The Grid

Image: General Motors General Motors has announced that it will be developing and building a Formula 1 power unit for the potential Andretti Cadillac entry. The automaker has formally registered this status with the FIA, F1’s governing body. Several F1 team bosses had previously stated that GM’s participation would ...

View more: Cadillac Will Build A Formula 1 Power Unit For Andretti If It Makes It To The Grid

Cadillac Cimarron 1987

Cadillac Cimarron Moels & History 1987 The 2.8-liter V-6 and MG 582 five-speed manual transmission were standard on the 1987 Cimarron. Design revisions raised the engine’s compression ratio to 8.9:1 from 8.5:1. Driving characteristics were enhanced through changes in the Cimarron’s front suspension bushings and stabilizer bar. Lower engine ...

View more: Cadillac Cimarron 1987

Eldorado Cadillac History 1964

Eldorado Cadillac Models & History  1964 Theoff-again/on-again rear fender skirts were gone again for 1964. Otherwise, this year’s Fleetwood Eldorado convertible looked very much like the ’63 Biarritz. Price went up by a paltry $22, but performance went up in a big way as both bore and stroke were increased ...

View more: Eldorado Cadillac History 1964

GM’s Cadillac and Buick are first to gain access to Tesla’s EV charging network in China

Honda CRX Si, Toyota Cresta, Cadillac CTS-V: The Dopest Cars I Found For Sale Online

1959 Cadillac Eldorado Biarritz Convertible

1966 Cadillac

Are these the 23 ugliest cars ever made?

Deville Cadillac History 1986

John Hennessey Owns A Cadillac CTS-V Wagon And Mitsubishi 3000GT VR4

Lynn fastest during final practice in Bahrain

Spoil A Loved One By Buying A $975K Cadillac Celestiq As A Christmas Present

Treat Yourself This Christmas With A $975,000 Cadillac Celestiq From Neiman Marcus

1940 Cadillac Series 40-90 Model 9029 Five-Passenger Convertible Sedan

1953 Cadillac Series 62 Coupe

OTHER CAR NEWS

; Top List in the World https://www.pinterest.com/newstopcar/pins/
Top Best Sushi Restaurants in SeoulTop Best Caribbean HoneymoonsTop Most Beautiful Islands in PeruTop Best Outdoor Grill BrandsTop Best Global Seafood RestaurantsTop Foods to Boost Your Immune SystemTop Best Foods to Fight HemorrhoidsTop Foods That Pack More Potassium Than a BananaTop Best Healthy Foods to Gain Weight FastTop Best Cosmetic Brands in the U.STop Best Destinations for Food Lovers in EuropeTop Best Foods High in Vitamin ATop Best Foods to Lower Your Blood SugarTop Best Things to Do in LouisianaTop Best Cities to Visit in New YorkTop Best Makeup Addresses In PennsylvaniaTop Reasons to Visit NorwayTop Most Beautiful Islands In The WorldTop Best Law Universities in the WorldTop Richest Sportsmen In The WorldTop Biggest Aquariums In The WorldTop Best Peruvian Restaurants In MiamiTop Best Road Trips From MiamiTop Best Places to Visit in MarylandTop Best Places to Visit in North CarolinaTop Best Electric Cars For KidsTop Best Swedish Brands in The USTop Best Skincare Brands in AmericaTop Best American Lipstick BrandsTop Michelin-starred Restaurants in MiamiTop Best Secluded Getaways From MiamiTop Best Things To Do On A Rainy Day In MiamiTop Most Instagrammable Places In MiamiTop Interesting Facts about FlorenceTop Facts About The First Roman Emperor - AugustusTop Best Japanese FoodsTop Most Beautiful Historical Sites in IsraelTop Best Places To Visit In Holy SeeTop Best Hawaiian IslandsTop Reasons to Visit PortugalTop Best Hotels In L.A. With Free Wi-FiTop Best Scenic Drives in MiamiTop Best Vegan Restaurants in BerlinTop Most Interesting Attractions In WalesTop Health Benefits of a Vegan DietTop Best Thai Restaurant in Las VegasTop Most Beautiful Forests in SwitzerlandTop Best Global Universities in GermanyTop Most Beautiful Lakes in GuyanaTop Best Things To Do in IdahoTop Things to Know Before Traveling to North MacedoniaTop Best German Sunglasses BrandsTop Highest Mountains In FranceTop Biggest Hydroelectric Plants in AmericaTop Best Spa Hotels in NYCTop The World's Scariest BridgeTop Largest Hotels In AmericaTop Most Famous Festivals in JordanTop Best European Restaurants in MunichTop Best Japanese Hiking Boot BrandsTop Best Universities in PolandTop Best Tips for Surfing the Web Safely and AnonymouslyTop Most Valuable Football Clubs in EuropeTop Highest Mountains In ColombiaTop Real-Life Characters of Texas RisingTop Best Beaches in GuatelamaTop Things About DR Congo You Should KnowTop Best Korean Reality & Variety ShowsTop Best RockstarsTop Most Beautiful Waterfalls in GermanyTop Best Fountain Pen Ink BrandsTop Best European Restaurants in ChicagoTop Best Fighter Jets in the WorldTop Best Three-Wheel MotorcyclesTop Most Beautiful Lakes in ManitobaTop Best Dive Sites in VenezuelaTop Best Websites For Art StudentsTop Best Japanese Instant Noodle BrandsTop Best Comedy Manhwa (Webtoons)Top Best Japanese Sunglasses BrandsTop Most Expensive Air Jordan SneakersTop Health Benefits of CucumberTop Famous Universities in SwedenTop Most Popular Films Starring Jo Jung-sukTop Interesting Facts about CougarsTop Best Hospitals for Hip Replacement in the USATop Most Expensive DefendersTop Health Benefits of GooseberriesTop Health Benefits of ParsnipsTop Best Foods and Drinks in LondonTop Health Benefits of Rosehip TeaTop Best Air Fryers for Low-fat CookingTop Most Asked Teacher Interview Questions with AnswersTop Best Shopping Malls in ZurichTop The Most Beautiful Botanical Gardens In L.A.Top Best Mexican Restaurants in Miami for Carb-loading rightTop Best Energy Companies in GermanyTop Best Garage HeatersTop Largest Banks in IrelandTop Leading Provider - Audit and Assurance In The USTop Best Jewelry Brands in IndiaTop Prettiest Streets in the UKTop Best Lakes to Visit in TunisiaTop Highest Mountains in Israel