Cadillac is going off-script with a live YouTube launch.
The order books for the 2023 Cadillac Lyriq will officially open tomorrow at 4 pm ET / 1 pm PT.
Caddy expects the demand to be high, which is why it's making such a big fuss about it.
The first part of the run-up to reservations opening made its debut in a short film called "Flip the Script," where Regina King goes completely off script and rejects the narrator's voice-over. The whole idea is to show just how bold Cadillac is by going off scripts with its first-ever EV. We don't usually rave about marketing stunts, but Regina King is just so epic and suits the Lyriq perfectly. This first YouTube spot makes it clear what the Lyriq is all about.
Oddly, Cadillac isn't really going off-script. The brand is essentially synonymous with luxury, which is why we're 100% behind the concept of an electric Caddy. The low-down torque, lack of noise, and almost zero vibration are all characteristics of luxury. Cadillac did go off-script designing the car, basically only using supercomputers to design it.
As you can see from the video, the Lyriq comes with a 33-inch curved display. It can emit over one billion colors and houses the drivers' instrument cluster and the infotainment system. The wood and metal trim is laser etched, which is a first in the automotive industry. And even though the Lyriq doesn't have a combustion engine, the interior still boasts an advanced noise-canceling system.
You can also tell what the Lyriq is for by looking at the performance figures, or rather the lack of figures. We know it's powered by a 100-kWh battery pack, good for around 300 miles. How long does it take to get to 60 mph? Who cares? Just look at the thing. This is one of those cars that made it from show car to production car with very little change.
To launch it to the masses, Cadillac will use YouTube Livestream Masthead. The live stream will go from 2 to 4 PM and feature some people we've never heard of, like iJustine and Lewis Hilsenteger. The Lyriq will also make an appearance during the NCAA football game.