The Lyriq has been a bright spot for Cadillac, but it had a dismal second quarter as sales tumbled 31.2% to 5,017 units. This followed a disappointing first quarter and year-to-date sales are down 28.8% to 9,317.

That’s a disappointing showing, but nearly 25% of Cadillacs sold in the first half of the year were electric. That figure was the “highest among full-line luxury brands” and Cadillac was the “luxury EV market share leader” in the second quarter.

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While the Lyriq got the short end of the stick, the company pointed to “strong initial demand” for the Optiq, Vistiq, and Escalade IQ. The Optiq racked up 3,224 sales, while the Vistiq found 1,744 takers. Cadillac also delivered 1,810 Escalade IQs, which start at $130,090 for 2025.

Despite modest sales, more EVs are coming including the Lyriq-V, Optiq-V, and Escalade IQL. The latter arrives this summer and begins at $132,795. That’s pretty expensive, but the luxury SUV has 460 miles (740 km) of range as well as a 0-60 mph (0-96 km/h) time of 4.7 seconds.

Elsewhere in the lineup, the gas-powered Escalade was the biggest seller as consumers snapped up 11,692 units. That was an increase of 16.1% and the boost was likely aided by a rather significant facelift.

The XT4 was off 22.2%, while the XT5 and XT6 saw slight gains. Unfortunately, all three models are getting old at this point and the three-row crossover has a date with the undertaker – at least in North America.

Last but not least, Cadillac sedans saw mixed news. The CT5 was up 9% to 4,187 units, while the CT4 crashed 19.1% to 1,430 units.

Cadillac US Sales

Electric vehicles are, nowadays, neither a niche or a novelty. As more automakers flood the market with new models, competition is heating up – and Cadillac wants in. GM’s luxury brand is making a serious push to grow its EV presence, and a part of its strategy includes luring customers away from other automakers.

According to one General Motors executive speaking to CNBC, around 80 percent of new Cadillac EV buyers are coming from outside the brand. A closer look at the data shows that roughly one in 10 of those newcomers is switching over from Tesla.

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Cadillac’s weapon in this EV conquest? The Lyriq. As the brand’s central electric offering, the Lyriq has become a significant driver of customer conversion. It boasts a starting price of under $60,000 and is eligible for a $7,500 federal tax credit, at least for now. It features a huge 33-inch curved OLED display, lots of luxury, and decent range too. Unsurprisingly, about 25 percent of Tesla owners trading in for a Cadillac are choosing the Lyriq.

“We see the opportunity to increase the conquest rate for Tesla, absolutely,” Brad Franz, Cadillac director of global marketing, told CNBC. The portfolio is the key,” he continued. “We’ve always had good interaction with Tesla customers, but in the past, that’s been in that 10% to 15% range [for Lyriq]. So, certainly, we’re seeing a good jump in conquest rate.”

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Interestingly, at least one analyst believes that this is less about how perfect the Lyriq is for Tesla owners and more about getting out of the Tesla ecosystem altogether. “People leaving Tesla cars now, they’re, in my opinion, making a very deliberate choice to get out of that car. If your priority is to get out of the Tesla ASAP, then they’re not, technically, cross-shopping Tesla for their next car,” said Joseph Yoon, Edmunds’ consumer insights analyst.

That trend might not slow down anytime soon either. Tesla is facing a myriad of concerns at a brand level. At the same time, Cadillac is offering a stronger EV portfolio than ever before. “Cadillac is leading the way with our EV lineup,” Franz said. “We’re really poised for success. We’re going to take this portfolio, now that Vistiq is rounding out the SUV portfolio, and become the No. 1, tier-one EV luxury brand.”

What Buyers Are Actually Comparing

Data from Edmunds shows that Lyriq shoppers are also eyeing models like Cadillac’s own Optiq, the Acura ZDX, Ford Mustang Mach-E, and BMW iX. Just behind those are the Kia EV9 and GM’s own Chevy Blazer and Equinox EVs. Tesla buyers, on the other hand, tend to stay loyal, often looking at other Teslas when they’re ready for something new. Depending on the model, they may also consider options from Honda, Hyundai, Kia, or occasionally, the Equinox EV or Hummer EV.

It’s still too early to say if Cadillac can claim a top spot in the EV luxury space, but the landscape is shifting. Buyers in the EV market have more choices than ever before. The real question is whether that momentum can continue or if new regulations, tariff concerns, and stifled EV infrastructure will change that.