GM’s Cadillac Celestiq EV is $300,000 and customizable


2024 Cadillac Celestial

Cadillac

DETROIT — Cadillac is testing the limits of its brand looks and pricing power with the 2024 Celestiq — a large, bespoke electric car that will start at more than $300,000.

The vehicle – unveiled on Monday evening – launches the General Motors brand in the ultra-luxury segment against the likes of Bentley and Rolls-Royce. This is something that no American brand has managed to do in modern times.

Executives say the vehicle is more about creating a “halo car” that helps boost Cadillac’s image, rather than fueling overall sales or profits. But, if successful, it could create a new two-unit business model for the company: one focused on high-end, hand-built vehicles and the other on mass-produced models.

“It’s a brand builder. It’s a halo vehicle. It will improve people’s perception of the brand,” Rory Harvey, Cadillac’s global vice president, told CNBC. “The business case has evolved and continues to evolve, but it’s not just about the car. It’s about what it does for Cadillac and how it elevates other Cadillac variants .”

2024 Cadillac Celestial

Cadillac

Harvey declined to discuss the vehicle’s profit margins or whether the company plans to add other handcrafted models.

Customers will be able to customize almost every aspect of the vehicle’s interior trim, exterior color and other non-mechanical elements. They will be able to work with designers and a Cadillac Concierge to personalize their vehicle.

“I don’t want to see this as a Mary Kay car, but the reality is that if you want to make an outrageous car, that’s the point,” said Michael Simcoe, GM’s vice president of global design, quoting the Celestiq’s unique “blue santorini” unveiled on Monday evening.

Despite growing concerns over demand for new mainstream vehicles due to rising interest rates and record prices, ultra-luxury buyers continued to spend.

Low production

GM plans to produce only hundreds of Celestiq cars per year. It will only have the capacity to build fewer than two vehicles per workday, Harvey said. The car will be sold worldwide, with the most important markets expected to be the United States and China.

The Celestiq will be available on demand only, with “a significant deposit” required to begin the build process, according to Harvey. Ordering of the car will begin later this year, followed by production from December 2023, according to GM.

2024 Cadillac Celestial

Cadillac

In June, GM announced it would invest $81 million in its technology center in suburban Detroit to hand-build the Celestiq – marking the first time it will produce a vehicle for commercial sales at its huge campus in Warren, Michigan.

The vehicle features technologies such as adaptive air suspension, magnetic ride control and rear steering to balance ride comfort and car performance. It also includes 115 3D printed parts, including the metal center of the vehicle’s steering wheel.

Cadillac hasn’t sold a hand-built vehicle in decades, but its Crosstown rivals have offered such cars as custom performance models. StellantideIn 2015, Dodge offered “one-on-one” custom vehicle builds for its Viper sports car. Since 2016, supplier and contract manufacturer Multimatic Inc. has produced a handcrafted $500,000 GT sports car for Ford enginewhich stops the vehicle at the end of this year.

The Celestiq is Cadillac’s second all-electric vehicle after the Lyriq crossover that went on sale earlier this year. They mark the start of a new range of electric cars and SUVs for the brand, which plans to manufacture fully electric vehicles exclusively by 2030.

Technology

The Celestiq, which GM previewed earlier this year, is big. At around 18 feet long and 7 feet wide, it’s wider and longer than a Cadillac Escalade SUV. It’s based on the automaker’s Ultium electric vehicle platform, but with an exclusive car structure.

GM says the car should go more than 300 miles on a single charge, with performance of 600 horsepower, 640 foot-pounds of torque and a 0-60 mph time of 3.8 seconds. Range and performance fall short of some current, cheaper luxury EVs, such as the smaller $169,000 Lucid Air.

The Celestiq is obviously missing the exterior door handles. Instead, owners can open the doors with the press of a button or have the doors open automatically when the driver approaches the vehicle with a key fob, according to GM.

2024 Cadillac Celestial

Cadillac

The Celestiq has five interactive LED screens, including a 55-inch-diagonal screen covering the front cabin of the car; a “smart glass roof” that includes customizable transparency options; and Ultra Cruise, GM’s next-generation advanced driver assistance system that the company says will be able to drive itself in most circumstances.

“When we started this process, the mandate we gave the team was to develop the most epic Cadillac ever,” said Brandon Vivian, Celestiq’s executive chief engineer. “But the result is a vehicle like no other. … It’s a personalized celebration of the customer’s individuality.”

Vivian said Ultra Cruise’s capabilities will grow over time. He declined to discuss how the system differs from GM’s current Super Cruise system, which allows users to leave the steering wheel untouched while driving on pre-mapped divided highways.

Ultra Cruise is expected to be much more capable than the current system, as it is expected to build on Super Cruise’s software and sensor suite by adding lidar, or light detection and ranging systems, which can detect light. environment and help cars avoid obstacles.


cnbc Business

Not all news on the site expresses the point of view of the site, but we transmit this news automatically and translate it through programmatic technology on the site and not from a human editor.
Back to top button