Cadillac has long been an influential force in the world of automotive design. Whether through the Eldorado designs of the 50s and 60s or the early 2000s launch of the Escalade, Cadillac design has not only been aspirational for customers but also a guide point for other automotive manufacturers. But the 2020s will see another massive shift for the Detroit, Michigan based brand. With the automotive world switching to electrification, many automakers are taking the opportunity to completely revamp designs for the future. Cadillac is no exception to that rule, and a few years ago unveiled the all-new Cadillac LYRIQ, an electric vehicle that represents Cadillac’s vision for the future and that is now available to purchase.
We had an opportunity to drive the LYRIQ for a week. The vehicle certainly offers design elements that are held over from previous Cadillac cars. You’ll still get that giant grille look on the front, despite the fact that the grille on the LYRIQ is there more for aesthetics than actual engine cooling – after all, EVs don’t have an engine. And you’ll still get the vertical headlight approach, something that has set Cadillac vehicles apart for quite a while now.
The LYRIQ is sleek and stylish while offering plenty of room on the inside. Speaking of the inside, the materials are premium and comfortable, steering clear of being gaudy yet delivering on the promise of luxury. Cadillac has avoided other pitfalls that have befallen EV manufacturers recently. For example, the LYRIQ still has physical climate controls that make it easier to adjust temperature and fan speed without having to dig through onscreen menus that take your attention off actually driving.
To learn more about the design approach, we had an opportunity to ask Hoon Kim, Design Manager for the Cadillac LYRIQ, a few questions.
Design Milk: The LYRIQ is the first big EV launch from Cadillac. In what ways is the design meant to invoke a change to electrified vehicles?
Hoon Kim: Cadillac’s bold innovative spirit can be seen through our brave design, manifested through iconic brand aesthetics and experiential luxury. LYRIQ sets the standard for the future of Cadillac and is one of the fastest growing EVs in the industry – with Q2 sales 26% higher than Q1. As our first EV, LYRIQ is the cornerstone in which we build our EV future globally. From the liberating performance to artfully integrated technology to the obsessive level of detail in exterior and interior design the LYRIQ is the culmination of a century of innovation and the beginning of a great new era.
DM: What were the challenges associated with creating a new design for the LYRIQ, specifically as it relates to EVs?
HK: Our battery platform allowed us to create the proportion that we always dreamed of for Cadillac crossover. Wide stance, long dash to axel –the lateral dimension between the windshield and the front tire, a critical dimension for a premium, powerful automobile- and low and sleek roof that sits nicely over the powerful sculptural rear fender. With LYRIQ, exterior design is no longer limited by the constraints of internal combustion engines, like air flow requirements of the grille, for example. This allows us to design with far fewer constraints. The front of the vehicle can be designed to blur the lines between lightning and the grille. One of the standout design features of the LYRIQ is the choreographed lighting illumination as you approach the vehicle, reinforcing the artful integration of technology.
DM: How important was it to build on the legacy of design at Cadillac? In what ways is that presented in the LYRIQ?
Building on the legacy of design at Cadillac was extremely important in the development of the LYRIQ. Cadillac has a long-standing reputation for luxury, innovation, and design excellence, and the LYRIQ had to embody these values while also pushing the boundaries of what is possible in an electric vehicle. The LYRIQ presents Cadillac’s design legacy in several ways.
First is Vertical Signature lighting which Cadillac had owned in many different forms and beloved by Cadillac customers for decades. The LLYRIQyriq maintains the brand’s vertical signature through lighting element but reimagines it through lighting choreography and illumination – creating a sense of occasion as you approach the vehicle, reinforcing the artful integration of technology.
The interior design is a nod to Cadillac’s history of craftsmanship and attention to detail, featuring high-quality materials and a driver-centric cockpit. It also incorporates cutting-edge technology, such as a curved, 33-inch LED display that spans the entire viewing area of the driver.
The exterior design reflects Cadillac’s heritage, with a harmonious combination of sculptural and fluid surfaces. The beauty of LYRIQ is contained in clarity of statement: It is effortless, simple, distilled.
DM: Do the expectations of Cadillac owners ever contrast with design needs of an EV? For example, EVs don’t have the same cooling needs and often need to be more aerodynamic.
HK: Building a new architecture was an incredible opportunity for us. Each new product is an opportunity to rethink what’s possible and elevate the brand. From an engineering standpoint for example, the battery system is a structural element of the architecture, integrated in ways that contribute to ride and handling, as well as safety. The lower center of gravity and near 50/50 weight distribution enabled by the placement of the battery pack enhances vehicle dynamics and performance for drivers in ways not possible with a FWD SUV. From a design perspective, the new architecture opened new possibilities for interior and exterior design. One example, because there is no need to conceal a transmission tunnel – the center console was removed to allow additional space for front seat occupants. In addition, a full glass roof stretches through to the roof spoiler, which is a key design feature as well as an enabler for aerodynamics.
DM: Should we expect to see design elements from the LYRIQ carry over to the rest of the existing lineup? Can you give any details?
HK: The design cues that are most iconic to the brand will carry throughout the rest of the EV portfolio. As we develop our EV portfolio, we will continue to combine and evolve modern aesthetics with timeless elegance, and advancements in technology, craftsmanship and design to dramatically enhance customers’ everyday life. This includes the boldness of the grille and vertical lighting signatures on LYRIQ and will carry over to OPTIQ – which will begin production later this fall. These elements also exist on ESCALADE IQ and CELESTIQ.
For more information on the Cadillac LYRIQ, head to cadillac.com.
