What the $300,000 Cadillac Celestiq Means for the Future of EVs
The hand-built Celesiq is Cadillac’s newest EV and brand flagship. Though you may not have $300k to buy one, it’s worth checking out as a preview of things to come for EVs.
Featuring hyper-personalization, a range of high-end technologies, and new sales techniques, the Celestiq may be the harbinger of the future for mass-market EVs.
Next-Level Personalization
Bespoke Cadillacs are part of the company’s heritage. Though Cadillacs have not been built by hand since the 1950s, the Celesiq (pronounced suh-lest-ICK) will bring back this practice and allow owners an unprecedented personalization experience.
It begins with theCelestiq configuration tool, which Cadillac describes as an “interactive and personalized artful experience.” Against the backdrop of a futuristic canvas and soothing music, a female asks four questions:
After using the microphone to record your responses, the tool displays a series of shimmering and swirling particle trails that coalesce into your personalized Celestiq, whichCadillaccalls “a work of art as singular as its owner.”
Though not available in the online tool,Automotive Newsreported that Erin Crossley, Celestiq design director said, “If a customer wants their initials or family crest embroidered or embossed in the upholstery, we can do that.”
Cadillac is betting this level of personalization will appeal to ultra-luxury buyers. However, the Celestiq is certainly not one ofthe most affordable EVs. With a price tag of over 300K, it competes with Rolls-Royce, Bentley, and Maybach more than the Tesla Model S, which costs about$130k with the Plaid trim. It is nearly five times as expensive as the Cadillac mid-size EV SUV, the Lyriq,
EVs at Scale: GM’s Ultium Platform
GM’s Ultium EV architecture shares common battery cells, EV motors, and other components. WithEV sales soaring, it makes sense that GM wants to deploy this technology and achieve economies of scale as soon as possible.
Using a series of breakfast-inspired analogies to explain Ultium,GM explains: “We’ll engineer some of America’s most popular vehicles (think trucks, SUVs, and crossovers) with vertically-stacked cells—like toast, whereas performance vehicles, which are deeply embedded in our DNA, may include horizontally-stacked cells—like pancakes.”
The Celestiq will have around 600 horsepower and go from 0-60 mph in 3.8 seconds. Cadillac estimates its 111-kWh battery pack will provide a 300-mile driving range.
While not expected to enter production until December 2023, GM has revealed some of the new technologies it plans to incorporate into its flagship EV.
Smart Glass Panoramic Sunroof
In the age of all things going smart, it’s not surprising that automotive glass is becoming more advanced. Divided into four quadrants, the Celestiq’s roof will allow each person to adjust the transparency settings above them.
Suspension & Charging
The Celestiq will feature the fourth generation of GM’s magnetic ride technology, currently used in the Cadillac CT4-V, CT5-V, and CT5. Combining advanced shock absorbers with sensors that detect the road every five milliseconds, the result is a comfortable ride that doesn’t sacrifice performance.
What Does the Celestiq Tell Us About the Future of Automotive Retail?
The concierge concept seems to be gaining traction.
TheNintendo Switch features a concierge optionthat allows owners to book an online session with a representative to learn more about their devices and what games they might like. Cadillac takes this a step further; each Celestiq owner will have a personal concierge.
In its press release, Cadillac describes a “personalized relationship designed to ensure each client’s vehicle is designed and crafted to their desires.”
Given that consumers feel the car buying journey has ample room for improvement, this concierge trend may gain traction and find its way into more affordable EVs. A sales professional with product knowledge may become the de facto standard as EV consumers expect a more personalized vehicle and buying experience.
Who Will Buy the Celestiq?
While this remains to be seen, we can assume it will be an affluent buyer with an affinity for the Cadillac brand, the desire to own a luxury EV, and a propensity toward personalization.
Though the Celestiq’s high price tag and low production numbers mean it’ll be rare to spot one on the roads, it may signal a shift in how we purchase and configure our vehicles.
It’s humbling to remember there was a time when power windows were considered a luxury option. If history repeats itself, the technology and concierge experience of the Celestiq will trickle down into mass-market EVs in the future.
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