GM’s Cadillac Celestiq EV costs $300,000 and can be customized

2024 Cadillac Celestic


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

The car unveiled on Monday evening launches General Motors brand into the ultra-luxury segment compared to the likes of Bentley and Rolls-Royce. This is something that no American brand has done in our time.

Executives say the car is more about building a “halo car” that helps polish Cadillac’s image rather than fueling overall sales or profits. But if successful, it could create a new business model for the company, consisting of two divisions, one focusing on hand-built cars and the other focusing on mass-produced models.

“This is a brand maker. This is a halo car. It will increase people’s perception of the brand,” Rory Harvey, global vice president of Cadillac, told CNBC. “The business case exists and continues to develop, but it concerns not only the car. It’s about what he’s doing for Cadillac and how he’s elevating other Cadillac options.”

2024 Cadillac Celestic


Harvey declined to discuss the car’s profit margin and whether the company plans to add additional hand-built models.

Customers will be able to customize virtually every aspect of the car’s interior trim, body color and other non-mechanical elements. They will be able to work with Cadillac designers and concierge to customize 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, then the most important thing,” said Michael Simcoe, GM vice president of global design, citing the unique “santorini”. blue” model Celestiq, presented on Monday evening.

Despite growing concerns about demand for new mass-market vehicles due to rising interest rates and record prices, ultra-luxury car buyers continue to spend.

Poor performance

GM only plans to produce hundreds of Celestiqs a year. Harvey says he will be able to produce less than two cars a day. The car will be sold worldwide, with the US and China expected to be the largest markets.

The Celestiq will only be available on demand, Harvey said, with a “significant deposit” required to begin the build process. Orders for the car will begin as early as the end of this year, with production starting in December 2023, GM said.

2024 Cadillac Celestic



2024 Cadillac Celestic


The Celestiq is equipped with five LED interactive displays, including a 55-inch screen covering the front cab of the vehicle; “smart glass roof” with customizable transparency settings; and Ultra Cruise, GM’s next-generation advanced driver assistance system that the company says will be capable of driving the car on its own in most situations.

“When we started this process, the challenge 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 car like no other… It’s a personalized expression of the customer’s personality.”

Vivian said Ultra Cruise’s capabilities will expand over time. He declined to discuss how the system would differ from GM’s current Super Cruise system, which allows users to keep their hands off the wheel while driving on pre-mapped highways.

Ultra Cruise should be much more capable than the current system as it is expected to build on Super Cruise’s software and sensor suite, adding lidar or light detection and ranging systems that can sense surroundings and help vehicles avoid obstacles.

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