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GM President States Electrification Is Cadillac’s Last Chance

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If the introduction of EVs to the Cadillac lineup does not help the brand, then Cadillac's long history could come to an end

Another look at Cadillac’s unnamed EV

During the North American International Auto Show earlier this year, General Motors unveiled a brand-new, all-electric Cadillac. The Cadillac EV serves as a preview for Cadillac’s future electrification efforts.

If that electric-based future doesn’t pay off, then top GM execs say that Cadillac may not have much of a future.

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Journalists from Reuters reached out to GM President Mark Reuss during the auto show in Detroit. In the interview, Reuss was rather candid about Cadillac’s outlook.

 “We don’t have any chances left with taking Cadillac to a really new place,” Reuss stated. “This is pretty much it.”

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Cadillac isn’t exactly in a healthy market position at the moment. Although sales only fell 1.1 percent last year, that follows multiple years of sales declines.

GM is hoping that EV and hybrid technology can inject some energy into the aging Cadillac lineup. The Cadillac EV that was shown off will be the first to utilize GM’s BEV3 EV platform.

Still, that lineup transformation may still be a few years off. The Cadillac EV model won’t arrive on the market until around 2022 at the earliest. Until then, Cadillac plans to roll out a combo of electrified and combustion engine powertrains.

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Cadillac remains a lucrative brand for GM in China. Indeed, most of the upcoming Cadillac models in development will be crafted with the Chinese market in mind.

That strategy isn’t enough to help domestic sales, though. For Cadillac, its future in the U.S. will likely be tied into how successful EVs become during the next few years.

News Source: Reuters