123-Year-Old Detroit Car Company Betting Big on Its Electric Future

Withaninfluxofnewmodelsarrivinginmarket,CadillaciswearingthecrownasAmerica’stop-sellingluxuryelectricvehiclecompany,beatingoutthelikesofAudi,BMWandMercedes-Benz.It’salevelofpopularitythathasledtowhatthebrand’sglobalvicepresident,JohnRoth,calls,“aprettygoodrun.” Thatrunistheproductandfinancialrealizationofyearsofplanning.Thecompanyhasbeenonaquesttoleveragestrategicandcreativemarketing,aswellasitsmotorsportsandperformancecredentials,toconquestnew,youngercustomersaspartofitseffortstomakeCadillac,“themostprestigiousluxurybrandhereinAmerica,”RothtoldNewsweek. Thechangeskickedoffin2015andhavecontinuedthroughtoday.“Aswecomeinto2025thisisreallytheepicenterofwhentheplancomescompletelytogetherasitrelatestoourproductportfolio,theworkthatwe’vedonearoundthedealernetwork,ourmarketingandadvertising,whatourinvestmentincustomerexperiencelookslike,essentiallyeverythingwecandotoelevateth