Can Cadillac Recapture Its Place as the No. 1 Luxury Vehicle Brand in America?

General Motors and its luxury make, Cadillac, have become so synonymous with the concept of quality and status that the latter’s name has entered the popular English lexicon as a stand-in for the same — even as early as the 1940s and 1950s, as The New York Times once underscored.

“‘The Cadillac of such-and-such’ became such a popular form of praise in the late ’40s and ’50s that even advertisers of relatively small-ticket items borrowed the brand name to bask in its reflected glory,” the publication’s Ben Zimmer wrote back in 2009.

That expression has persisted to this day, even as sales for GM’s Cadillac lineup may be modest — though improved against its own past performance — compared to competitors in 2025, as Car and Driver reported. The Detroit Free Press indicated that GM had moved just over 49,000 new Cadillacs in 2024, a 35% increase over the previous year, but that remains a number dwarfed by BMW, Lexus (Toyota), and particularly the now-embattled Tesla.

GM President Says ‘We’ve Got Work To Do’ Regarding Resurrecting the Cadillac Brand to Prominence

More recently, in an interview with CNBC, GM President Mark Reuss stated that the automaker is leaning more heavily into its all-electric product offerings, despite headwinds presented by regulatory turbulence and budget cuts. Before the brand had decided to reinvent itself, something described as an overhaul akin to a renaissance twice by CNBC’s Michael Wayland, Cadillac had been struggling.

“If you would have looked at Cadillac’s financials and portfolio, it was not delivering,” Reuss said. “It’s been a long road taking a 150-year-old brand from where it was, which was not healthy. It was not ‘the standard of the world.’ Still isn’t. We’ve got work to do, but the vision is there and it’s pretty clear.”

But with Cadillac repositioning itself as it retires the XT6 crossover and relaunches the bells-and-whistles-complete premium Celestiq model — and promises to complement its EV models (such as the popular Lyriq) with gas-powered equivalents — it’s clear that the company is hungry to retake lost ground. It is re-entering the European market it exited in 2017 and refocusing efforts in China (where sales have been in “free fall,” per Wayland) while also shoring up its relatively strong position stateside.

“There isn’t a lot of American luxury brands. There just isn’t. I think it’s time, and I’m deeply passionate about that, for GM and Cadillac to show the world what we can do,” Reuss said.

The Cadillac Celistiq Gets a Relaunch, Consistency Being Key to an Already-Strong Position, Analysts Say

Described as the pinnacle of the resurrection plan, the Cadillac Celestiq represents the high-class luxury the brand has historically been known for. At a price point of $300,000-plus, the Celestiq is a flagbearer for what the Cadillac aesthetic as a motif can represent, even though orders numbered only in the dozens throughout 2024.

While GM has shifted its overall strategy to focus on “volume over value,” a broader value remains in reviving the elite vision embodied by the Celestiq. According to Reuss, that vision includes a future where Cadillac models may share powertrains and platforms with other GM brands but feature exclusive engines and interiors that set them apart and push the brand forward.

“Just to be really transparent, we struggled launching our regular EVs, and so we’ve built our software capability to really execute and execute on time,” Reuss said. “We didn’t want to execute the car without everything being perfect on the software front… To be honest, we’re relaunching the car.”

CNBC cited Cadillac Global VP John Roth as stating that the automaker had enjoyed recent strength in the American market: In the first quarter of 2025, Cadillac reported an 18% uptick in sales while putting forth among the lowest incentives as a percentage of sales price on record average transaction prices of $77,900. That represents the brand’s best retail performance in nearly two decades, since 2008.

“That’s building brand health. That’s building brand value,” Roth said at an April BofA conference. “It’s a growth brand.”

At least two notable analysts agreed.

“One of the real gems is Cadillac that we don’t think gets enough airtime and there’s huge opportunity,” BofA analyst John Murphy said of the company’s trajectory at the aforementioned conference.

“Right now, I think they’re in really good shape,” said Stephanie Brinley, principal automotive analyst at S&P Global Mobility.

“They have been more consistent with how to handle the Cadillac brand, and that’s going to continue to be incredibly important… consistency over time is one of the most important things you can do,” she added, while also admitting that Cadillac’s losses in market share in China were shared by many other imported brands.