About 80% of people who order a new Cadillac Lyriq have never owned a Cadillac before, the company says. That’s fantastic news for a brand long hunting for an image that would help it grow.
But they’d have to get into their new car for them to fall in love with it. That’s taking too long.
Bloomberg reports, “Cadillac message boards and Lyriq social media groups on Facebook are crackling with customers complaining about the wait and how communication among GM, its dealers, and customers has either led to confusion or left them in the dark.”
About the Lyriq
The 2023 Lyriq is Cadillac’s first electric vehicle (EV). A midsize 2-row SUV with up to 312 miles of all-electric range, it’s known for dramatic, angular styling.
On the outside, it looks carved with a chisel from a slab of obsidian, thanks to sharp angles. You couldn’t mistake it for anything else. The theme continues on the inside with lots of piano-black trim. But a vast, curved screen surface housing the driver’s instrument cluster and central touchscreen neatly breaks the angular scheme.
Our expert test drivers found that the Lyriq has “a composed and comfortable ride” and were impressed with 33 inches of screen space. But we found the touchscreen menus overly complicated and interior materials inconsistent in quality. “Cadillac brought too many ideas to the table and used every single one,” our review says.
Fast Sales, Slow Deliveries
Cadillac sold the first 1,000 Lyriq models online in just over 10 minutes in 2021, closing reservations quickly. The company let more buyers place reservations in early 2022.
But, Bloomberg says, “a slow start at the Ultium plant in Lordstown, Ohio, where the automaker and partner LG Energy Solutions make battery cells, and software issues with the car meant last year’s fourth-quarter production resulted in just 122 deliveries.” In the first quarter of this year, Cadillac delivered fewer than 1,000.
Some buyers who ordered a 2023 model were offered $5,000 and a 2024 version instead. But, Bloomberg says, that process hasn’t gone smoothly, either. In some cases, a Cadillac spokesperson says, customers have been left out of the incentive because of communication problems between dealers and the factory.
“Help may be on the way,” Bloomberg says. GM CEO Mary Barra told investors on a recent earnings call that the plant would be at full production capacity by the end of the year. But “some buyers on social media have given up and gone elsewhere rather than wait longer for their vehicles.”
It’s Not Just Cadillac
Cadillac is hardly alone. Bloomberg notes, “Other automakers have also had problems getting their EV lines going. Tesla had significant delays rolling out its Model 3 in 2017 and ’18.” Ford has faced order backlogs for its Mustang Mach-E electric SUV and F-150 Lightning electric pickup.
And Toyota rolled out its bZ4X electric car last year only to recall them because the wheels could fall off while driving.
