Cadillac is reportedly planning a long-awaited return to the Australian market and will borrow a page from Tesla’s playbook. Rather than selling its vehicle from General Motors Specialty Vehicles (GMSV) showrooms, it will establish its own stores in malls around the country.
Cadillac hasn’t sold vehicles in Australia since 1969, but it has come close to reentering the market a few times since then. However, now that the luxury brand is experiencing a sea change as it transitions to electric technology, it appears to be using the opportunity to go international.
To do that, it has been renting space in high-end shopping malls around Australia in anticipation of an upcoming launch, reports Car Expert, citing unnamed sources. This follows reports that the brand has filed Aussie trademarks for the model names “Lyriq,” “Optiq,” and “Escalade IQ.”
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Read: Cadillac Lyriq Is Spearheading GM’s Return To Europe
The move will allow Cadillac to have its own, high-end spaces near the same stores that customers shop for other luxury goods. It’s a strategy that is gathering increasing traction over the traditional dealership model with EV manufacturers. However, the brand is not ready to reveal its plans yet.
“GM participates in select right-hand-drive markets around the world. We have previously said that the modular Ultium platform and EV architecture offer greater flexibility in vehicle configurations,” a GM Australia spokesperson said. “We do not have any product announcements to share at this time but stay tuned.”
These reports follow the revelation that Cadillac is also trying to take on the European market. The automaker recently added Switzerland to its whitelist of countries, and more European markets are expected to be added soon.
While the specifics of its plans for Australia remain a mystery, in Switzerland, the Cadillac Lyric will sell for CHF82,000. That’s the equivalent of $89,600, which is significantly more than the sub-$60,000 price tag it has in America.
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