CADILLAC is to boost its experience centres in Sydney and Auckland with two dealer locations planned for Melbourne and Brisbane.

The additions are designed to support the expansion of the brand’s luxury EV portfolio. Currently it has the Lyriq on the market in Australia and NZ with the Vistiq and Optiq poised to launch later this year.

The managing director of the Australian arm of Cadillac’s parent GM, Jess Bala, said: “Following the growth of our EV line-up in Australia and New Zealand, our customers are telling us they want more ways to experience Cadillac – and partnering with trusted local experts allows us to do just that.

Jess Bala

“Adding new dealer locations in Melbourne and Brisbane, along with our experience centres in Sydney and Auckland, is expected to provide more access for our customers in more locations.”

She said more details about Cadillac’s first dealer partners and network rollout plans will be announced “in the coming months”.

Cadillac currently has an experience centre only in Sydney. It previously planned new sites in Melbourne, Sydney and Brisbane but these were delayed.

It has opened a test-drive pop-up at Westfield Doncaster to complement other activations around the Formula 1 event.

Cadillac’s dealership presence also works with its direct-to-consumer sales model that allows customers to buy vehicles online or at its Sydney experience centre.

Cadillac Sydney

The announcement of upcoming dealer locations in Brisbane and Melbourne comes 12 months after the brand launched in NZ with its Cadillac Auckland experience centre.

The NZ centre was previously occupied by Tesla.

Cadillac Auckland

It was described as more than a showroom and will act “as the home of all things Cadillac, combining a vehicle-delivery area with a luxurious guest lounge, a feature-vehicle ‘runway’, a design and personalisation centre, and an on-site service centre”.

It is designed to be part lounge, part design studio and part delivery hub.

Cadillac said customers are welcomed with “high-end finishes, exposed brick, bold lighting and a runway-style display area” which showcases the company’s electric future. 

It also has ‘a bespoke vehicle personalisation zone’ and an on-site service centre.