Cadillac keen to earn the trust of Aussie buyers after Holden closure

Cadillac says “deeds not words” are what will win the trust of Aussie buyers as the American luxury brand prepares to launch here in 2024 — just four years after GM closed its Holden operations.

Set to launch with the all-electric Lyriq SUV before expanding with a “portfolio” of models, Cadillac’s return will mark the first time the American brand has had an official presence in Australia since the 1960s.

Since then Cadillac and GM have had some false starts Down Under. Cadillac was poised to launch here back in 2008 with the CTS sedan, but that venture — which had already signed up 16 dealers — was abandoned at the last minute due to the Global Financial Crisis.

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Saab and Hummer are other GM brands that were short-lived in Australia, with Opel also lasting just 11 months in 2012 before it was axed.

Yet Cadillac executives were keen to emphasise that this time the brand is committed to Australia for the long haul.

“I think trust is the big thing, right?” said GM managing director Australia and New Zealand Jess Bala. “We've talked about the awareness that the brand [Cadillac] already has and I think Cadillac as a brand has trust in it, but it may not be as well known here as it is in the US.

“It’s about deeds, not words. We have to show actions in the marketplace that demonstrate our true commitment."

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“So a lot of that is going to come through the experience that we've already talked about. Just showing you that we're committed here. I think it's really important that our customers are aware that we [Australia] are the first right-hand-drive market and that shows commitment in itself.”

Cadillac’s global vice president, John Roth, agreed with Bala by adding:

“It’s about deeds, not words. We have to show actions in the marketplace that demonstrate our true commitment. And that’s why we’re seeing a whole series of announcements on a global stage.”

Roth reiterated Cadillac’s plan to build cars in right-hand-drive, as part of its broader global expansion, isn’t a new decision — it has been in the pipeline since 2015.

Ernesto Ortiz, GM’s president and general manager of strategic markets, also affirmed Cadillac’s long-term commitment to Australia.

“It’s walking the walk,” you know? he said. “Delivering what we said is a key thing to demonstrate and that is why we are here.”