Months before it hits dealers, Cadillac will try to build hype for its first electric Escalade with a Times Square takeover, a customized song from Big Boi and a TV and digital campaign starring Simu Liu, the actor known for roles in “Barbie” and Marvel’s “Shang-Chi and the Legend of the Ten Rings.”
The vehicle, called the Escalade IQ, marks the third EV from the General Motors luxury brand, which aims to move to an all-electric fleet by 2030. It follows the Lyriq, an electric crossover that got a push with a 2021 Super Bowl ad before debuting last year; and the Celestiq, which was recently revealed and will be hand-built in small quantities, with a whopping starting price of $340,000.
The Escalade IQ’s price tag is a tad lower—$130,000, which still places it at the very high end of the vehicle marketplace and is considerably higher than the gas-powered Escalade, whose 2023 model has a starting price of $80,795. So Cadillac must convince buyers that the IQ is worth that kind of money in an EV market that, while growing, still faces consumer skepticism over performance and driving range.