REV #047

Cadillac, EVs, and the New Bar for Professionalism.

BY JAKE HUGHES

January 8th, 2026

Cadillac didn’t stumble into EVs.

In 2023, it entered the luxury EV shift with a clear plan: pair a new lineup with stronger communication and differentiated service. Early data suggested that the approach was working.

Nearly 70% of Lyriq buyers were new to the brand. Cadillac outperformed several luxury peers on key customer experience signals. Communication, in particular, stood out.

Two years later, the data shows what held—and what got harder.

In 2023, Cadillac posted:

• Stronger Sales Department sentiment than Audi and Mercedes

   

• Fewer negative communication mentions than the industry benchmark

   

• 15% fewer negative service mentions than Mercedes

One signal lagged behind luxury peers: Professionalism and Knowledge. For EV buyers who need guidance, that gap mattered.

Cadillac responded by prioritizing EV-specific training across its network.

The Q3 Voice of the Customer Report offers a full breakdown of professionalism across top OEMs. Check it out here.

That investment is now visible.

When we look at Cadillac's positive professionalism reviews, EV knowledge shows up far more often:

• Dec 2022–Oct 2023: 10,000 reviews → 8 mentions of the IQ EV lineup

• Dec 2024–Oct 2025: 10,000 reviews → 182 mentions

Recent reviews point to deeper expertise, patient onboarding, and confidence guiding first-time EV buyers.

At the same time, overall professionalism mentions are declining:

• Cadillac fell from 18.8% in 2023 to 14.4% in Q3 2025

   

• Mercedes and Audi also declined, but still lead at ~22–23%

This is more of a capability problem than a consistency problem.

As EV expectations rise, uneven execution becomes more visible. Communication is where that shows up fastest.

In 2023, Cadillac ranked 6th in the lowest number of negative communication mentions. By the end of 2025, it sat mid-pack at 20th.

46.6% of reviews now cite communication issues—above the industry benchmark.

For EV buyers, communication is professionalism. Sales, delivery, software updates, and service all depend on it. When communication breaks down, professionalism perceptions drop, even when technical knowledge exists.

Cadillac’s EV strategy wasn’t wrong.

The bar just moved.

Winning now depends less on pockets of expertise and more on delivering it consistently. Every store, every interaction, every time.

Northtown Automotive assumed communication was the core issue, until customer sentiment told a different story.

That insight changed how they operate day to day.

If you’re confident you know what’s behind your reviews, this might make you pause. Check out the full case study here.

See you next week - Jake, Marketing @Widewail