General Motors has announced that Cadillac's transition to electric vehicles is facilitating the brand's entry into the Australian market.

Cadillac is making a significant return to Australia with its electric Lyriq model, which will compete with the BMW iX and Mercedes-Benz EQE SUV, marking the brand's commitment to an EV-only lineup.

The Lyriq will be the first model launched in Australia, followed by the smaller Optiq and the larger Escalade iQ models.

In a shift from traditional dealership networks, Cadillac is establishing a separate retail operation in Australia, selling vehicles directly to customers.

The brand aims to build a direct-to-consumer sales model through experience centers, with the first center set to open in Sydney's Rosebery Engine Yards retail precinct.

A second experience center is planned for Melbourne, although its specific location has yet to be confirmed.

This direct sales approach contrasts with GM Specialty Vehicles, which operates through a network of franchise dealers offering both factory-produced and locally remanufactured vehicles.

Cadillac's strategy includes evaluating which vehicles from the Ultium platform are suitable for right-hand drive markets, recognizing that not all vehicles will fit every market.

Cadillac has confirmed four right-hand drive markets: Australia, New Zealand, Japan, and the UK, with Australia expected to be the second-largest market.

Shilpan Amin, GM International's senior vice president, noted that the expanding Cadillac portfolio will offer a variety of vehicle options for Australia, depending on consumer demand.

The brand is prioritizing customer experience over rapid expansion, aiming to avoid the pitfalls of traditional dealership networks.

Further product announcements from Cadillac are expected in 2024, focusing on a limited but diverse range of vehicles.