Cadillac’s EV growth has been impressive to watch
In the 1980s and 1990s, Cadillac’s reputation took a major hit with a string of underwhelming models. Obvious cost-cutting, along with badge engineering missteps like the Cadillac Cimarron, damaged the company’s position as a luxury brand.
It’s taken a while, but Cadillac has seen a welcome resurgence in recent years. General Motors just reported its sales results for the third quarter, and Cadillac achieved its best sales since 2013—well over a decade ago. For the year up until the end of September, this is also Cadillac’s best sales run since 2013. Here’s a look at what’s working so well for the American luxury marque.
EVs Contribute To Cadillac’s Resurgence
2026 Cadillac LYRIQ-V
Cadillac
GM’s Q3 sales increased by 8% year-on-year, and its EVs collectively saw a 105% increase. Overall, the company sold 2.2 million vehicles across all brands in the first three quarters, a 10% increase. This total includes Chevrolet, GMC, Buick, and Cadillac sales combined.
GM did not break down individual model sales for Q3, but it’s clear that EVs have played a big role in Cadillac’s rise. In 2025, Cadillac gained more share of the luxury EV market than any other other brand, and was the number 1 brand in this category in Q3—even stealing buyers from Audi and Mercedes. Three of the best-selling luxury EVs are Cadillacs, with the Lyriq at number 2, the Optiq at number 5, and the Vistiq in sixth spot.
According to GM Authority, Q3 sales of the Lyriq hit 7,309 units, followed by the Optiq (4,886) and Vistiq (3,924). The expensive Escalade IQ also contributed to the EV total, with 2,264 units sold in Q3.
Overall, 40% of Cadillac’s sales in the previous quarter were for EVs, a percentage other legacy brands have failed to match.
Related: Cadillac’s Future: Say Goodbye to Gas-Powered CT4 and CT5
Escalade Leads The Way For Gas Models
Cadillac
Aside from EVs, Cadillac’s best year (so far) since 2013 has also been bolstered by sales of gas models. The Escalade led the way in Q3 with 11,332 units (including the long-wheelbase ESV), followed by the XT5 (5,771), CT5 (4,000), and XT6 (3,828).
It’s quite an achievement for the Escalade to be Cadillac’s best-selling model, given that the luxury SUV starts at $91,100 for the most affordable model. Most trims cost well into six figures, but that didn’t stop the Escalade from registering an almost 30% increase in Q3 sales.
“No one is in a stronger position for a changing U.S. market than GM,” said Duncan Aldred, GM senior VP and president of North America. “We have the best lineup of ICE and EV vehicles we’ve ever had. Our brands have grown market share with consistently strong pricing, and low incentives and inventory.”
Why Cadillac’s Resurgence Matters
GM
Mark Reuss, GM President, told CNBC earlier this year that GM’s golden era—a period that overlapped with the opening of its global design HQ in the 1950s—has inspired a revamp of the modern Cadillac lineup.
“There [aren '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 back in May.
In the summer of 2018, Reuss was part of a team that devised a new strategy for Cadillac, and part of that was for the interiors and even some powertrains to be isolated from other GM products. High-end design was another key, and the brand now has a true halo product in the Celestiq.
Financially, the higher profit margins for luxury vehicles can only benefit GM in the long-term, another reason that righting the Cadillac ship was so important.
Clearly, it’s working. While other American luxury brands like Lincoln have not ascended to the same heights as they once did, Cadillac is much closer to reclaiming its former glory.