Cadillac claims to have already achieved “EV leader” status this year with a full lineup of luxury electric SUVs rolling out. Even with the federal EV tax credit set to end, GM’s luxury brand believes it’s well-positioned to weather the storm.
Is Cadillac really the leading luxury EV brand?
Cadillac is coming off its best first-half sales since 2008. Sales were up across all 50 US states with its new EVs seeing strong initial demand.
In the second quarter, GM claimed Cadillac was the leading luxury EV brand by market share and fifth overall. However, that does not include Tesla.
Cadillac’s global vice president, John Roth, said during a media briefing on July 10 (via The Detroit Free Press) that the luxury brand has already achieved EV leader status in 2025. A Cadillac spokesperson clarified that GM does not include Tesla due to its pricing structure.
The luxury brand has already launched seven EVs in 2025 as it builds a full lineup. Cadillac now offers an entry-level Optiq, a midsize Lyriq, a three-row Vistiq, and the even larger Escalade IQ and IQL models.
Cadillac also introduced the high-performance Optiq V and Lyriq V, as well as the ultra-luxury Celestiq, earlier this year.
Cadillac aims to offer the broadest range of luxury EVs to drive growth, even with the federal EV tax credit set to end at the end of September.
During the media briefing, Roth said the company has been closely monitoring the Trump Administration’s policy changes.
“Hope’s not a strategy,” Roth said, adding, “The auto business is not a straight line. The EV business is certainly not.” Cadillac is currently taking advantage of the $7,500 tax credit, but will continue to adjust plans for the final few months of 2025.
Despite this, Roth believes Cadillac is still in a better position than most. Cadillac builds all its vehicles in the US, Roth said, except for the Optiq, which is produced in Mexico.
The policy changes will have a “very limited impact, if you will, on the Cadillac brand,” Roth said, adding, “If anything, it’s been an opportunity for us.”
Cadillac’s sales increased by 15% in the second quarter, with over 44,300 vehicles sold. New electric SUVs, including the Optiq, Vistiq, and Escalade IQ, are already seeing strong initial demand.
Electrek’s Take
Nearly 25% of Cadillac’s over 86,000 vehicles sold so far this year were EVs. Its new electric vehicles are drawing new buyers to the brand.
In May, Brad Granz, Cadillac’s global marketing director, told CNBC that nearly 80%, or 8 out of every 10 Cadillac EV buyers, are new to the brand.
Granz stressed that many new customers are coming from Tesla. “We see the opportunity to increase the conquest rate for Tesla, absolutely,” he explained. Around 25% of current Cadillac Lyriq buyers are former Tesla drivers, up from 10% to 15% last year.
Cadillac isn’t the only GM brand seeing higher demand for electric vehicles. Chevy is now the number two EV brand in the US after surpassing Ford in Q2.
Chevy’s EV sales surged 134%, led by the hot-selling Equinox EV, which is expected to be one of the top-three selling EVs in 2025. Through June, GM has sold 27,749 Equinox, 12,736 Blazer, and 5,439. Silverado EV models.
GM sold 46,280 electric vehicles in Q2, more than double compared to the same period last year. With the EV tax credit set to end, will GM sustain its growth? With 13 electric models already on the market and more on the way, including the next-gen Chevy Bolt, GM looks to continue closing the gap with Tesla.
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