Cadillac’s Bold Future: John Roth on EVs, Formula 1, and Reviving “The Standard of the World”
Cadillac has long stood as a symbol of luxury and aspiration. For over a century, the phrase “the Cadillac of ___” has been shorthand for the very best. Today, you can find “the Cadillac of robot pool cleaners,” “the Cadillac of gaming chairs,” “the Cadillac of waffle makers,” and even “the Cadillac of dogs” (apparently, Dobermans claim the title). This cultural shorthand traces back to Cadillac’s proud tagline: The Standard of the World, first introduced in 1908. More than a century later, Cadillac still embodies a benchmark of excellence—but in 2025, the brand is pushing harder than ever to live up to that lofty claim.
The last decade has seen Cadillac undergo one of the most ambitious transformations in its history. Once heavily reliant on incentives and struggling with low residual values, the brand has turned itself around. Sales have now grown for 12 consecutive quarters, and Cadillac has successfully positioned itself as the number one luxury EV brand in the United States. Electric vehicles now account for nearly one-third of Cadillac sales—triple the industry average—led by models like the LYRIQ, OPTIQ, VISTIQ, and the groundbreaking ESCALADE IQ. On the ultra-luxury side, the hand-built CELESTIQ has reintroduced Cadillac to bespoke craftsmanship not seen in over 50 years.
At the same time, Cadillac remains committed to performance and legacy vehicles, continuing to evolve the iconic Escalade and high-performance sedans like the CT5-V Blackwing. And beginning in 2026, Cadillac will enter Formula 1, aligning itself with some of the most prestigious luxury performance brands on the planet.
Overseeing this ambitious expansion is John Roth, Vice President of Global Cadillac, who assumed leadership in 2023 after nearly 35 years at General Motors. In a wide-ranging conversation with GM News, Roth reflected on Cadillac’s transformation, the challenges of electrification, the importance of design, and the thrill of bringing Cadillac into Formula 1.
Resetting Cadillac’s Course
Q: Ten years ago, Cadillac’s direction shifted dramatically. What was happening at the time?
Roth: In 2015, Cadillac’s portfolio was good, but not great. The vehicles were capable, but we had to rely too much on incentives to move inventory. Residual values were too low, and customer satisfaction—measured by net promoter scores—wasn’t where it needed to be. We had to step back and ask some fundamental questions: Can Cadillac truly be the Standard of the World again? And what would it mean if Cadillac ceased to exist?
The answers from consumers were telling. They said losing Cadillac would mean losing an American icon. That convinced leadership to invest heavily in the brand’s future. It was a bold decision, and while the hill was steep, it laid the foundation for everything we’ve achieved in the last decade.
EV Leadership and Consumer Shifts
Q: Today Cadillac leads the luxury EV market. How did that come about?
Roth: It started with a vision. We considered going fully electric by the end of the decade, but we also knew flexibility was important. General Motors gives us that advantage—we can adjust as needed. LYRIQ was our first step in 2022, followed quickly by OPTIQ and VISTIQ. We’ve now got an EV in every luxury SUV segment, plus the ESCALADE IQ and CELESTIQ at the very top of the range.
And the results speak volumes. Luxury EV sales overall are about 14% of the market, while Cadillac is consistently running 24% to 32%. That’s well above average, and customers are responding to what we’re building.
Q: Has consumer perception of Cadillac shifted along with this transformation?
Roth: Absolutely. A decade ago, people didn’t always see Cadillac as a brand “for them.” Today, more buyers describe Cadillac as bold, sophisticated, and authentic. The conquest rate proves it: more than 70% of buyers for OPTIQ, VISTIQ, and LYRIQ are coming from Mercedes, Audi, Tesla, and other luxury competitors. That’s an extraordinary shift.
Living Up to “The Standard of the World”
Q: Does Cadillac today live up to its historic tagline?
Roth: That’s always the goal. We set strict principles: innovation, advanced technology, and meaningful range in our EVs. Look at ESCALADE IQ. Officially, it’s rated at 465 miles of range, but third-party tests have shown over 600 miles. Combine that with the fact that the gas-powered Escalade has been number one in its segment for over a decade, and it’s clear Cadillac is hitting the mark.
But we don’t take it for granted. Brands are fragile. To maintain the Standard of the World, you must constantly invest, listen to customers, and keep evolving.
Balancing EVs and Legacy Vehicles
Q: Cadillac is investing heavily in EVs, but gas-powered models are still a big part of sales. How do you balance both?
Roth: It’s about offering excellence across propulsion systems. Our EVs make a strong statement, but we also just refreshed the CT5-V and Blackwing models. With 668 horsepower and a manual option, they deliver a visceral driving experience few luxury brands can match. Meanwhile, the Escalade remains stronger than ever, with record sales following its recent refresh.
Both EVs and ICE vehicles benefit from innovations like Super Cruise, our hands-free driver assistance system. I use it every day. It’s not about EV or gas—it’s about building the best Cadillacs we can.
Dealer and Customer Experience
Q: One of the challenges with EV adoption has been dealer readiness. How has Cadillac addressed that?
Roth: We started preparing dealers years before LYRIQ launched. Training sales staff, service advisors, and managers was essential. We also gave dealers a choice: fully commit to Cadillac’s EV vision or step away. That created alignment from day one.
We’ve also invested heavily in marketing. Our current campaign, “Let’s Take the Cadillac”, is simple but powerful. It reminds people that Cadillac is synonymous with luxury and leadership.
The Importance of Design
Q: What convinces new customers to choose Cadillac?
Roth: First and foremost, design. The initial impression—the look, the feel—creates that wow factor. Combine that with 300+ miles of range, cutting-edge technology, and a strong customer experience, and the decision becomes clear. Design is the entry point, but substance seals the deal.
Entering Formula 1
Q: Beyond EVs, one of Cadillac’s biggest announcements has been its entry into Formula 1 in 2026. Why is this significant?
Roth: Performance has always been central to Cadillac. Our V-Series has built a 20-year reputation for luxury performance. Formula 1 allows us to showcase engineering excellence at the highest level while transferring learnings back into our vehicles—things like tire performance, aerodynamics, and efficiency.
F1 also connects Cadillac to a young, fashion-conscious, global audience that values both luxury and innovation. Being on the grid alongside Tier One brands underscores Cadillac’s standing in the marketplace. It’s not just about racing—it’s about signaling to the world that Cadillac belongs at the pinnacle of performance and luxury
Q: With so much momentum, what comes next?
Roth: We’re still early in this journey. Many potential customers haven’t experienced a modern Cadillac yet. Our job is to introduce them to LYRIQ, VISTIQ, OPTIQ, and beyond. There’s still education to be done, and plenty of growth ahead.
The Standard of the World doesn’t have a finish line. It’s about constant progress. Our job is to respect Cadillac’s history while ensuring it thrives for the next generation.
