Translated by Bethszabee Garner
A range of over 500 km, an obsidian chrome grille, a 33-inch curved OLED screen as a dashboard, a panoramic roof… The Lyriq was unveiled in 2022 and has had no trouble establishing itself on the North American market. Will it be as successful in Europe? The brand certainly hopes so. After Switzerland in 2023, it is now France's turn to welcome the 100% electric SUV to its shores, followed by Germany later in the year. And to celebrate this launch in style, Cadillac has teamed up with the Swiss ski resort of Laax for an immersive experience for performance and luxury enthusiasts.
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Laax, a winter showcase for Cadillac
Although the brand already has a showroom in Zurich, it has chosen Laax as the location for its temporary relocation from mid-December until the end of April 2025. Cadillac is thus thinking outside the box by transforming the resort into a a literal playground for the Lyriq. “It's the perfect setting for building connections, as Laax stands out for its lifestyle positioning and innovative spirit in the Alpine world,” says Jean-Pierre Diernaz, CMO of General Motors.
The first stage is the mobile showroom, located at the Rockresort in Laax, which invites visitors to explore the Cadillac universe through interactive activities. These include a futuristic photo booth powered by artificial intelligence, where visitors can immortalize themselves in a digital setting featuring the colors of the automotive legend and leave with a souvenir of their alpine stay.
This collaboration is also a celebration of the American icon's heritage. A heritage wall installed in the heart of the resort traces the key moments in Cadillac's history and its influence in motorsport, cinema, and music. It's a nod to its rich past, while affirming its resolutely forward-looking vision of mobility.
And since experience is worth a thousand words, Cadillac is offering visitors the chance to get behind the wheel of the Lyriq to test its power in real-world conditions. A full-scale test drive that allows visitors to not only appreciate the responsiveness and smoothness of the ride, but to fully experience the capabilities of the electric SUV at altitude, all under the supervision of brand experts. It remains to be seen whether the Lyriq will win the hearts of European motorists.
