Mary Barra, CEO of General Motors: "Cadillac is coming to Europe to compete with brands like Mercedes and BMW; it's a good sign that it was chosen as 'Luxury Car of the Year' in Germany."

The giant that once was will never return , but it seems clear that General Motors still has many lives left. After the crisis suffered in 2009 that nearly caused its demise , the American firm is making a strong comeback across the Atlantic . And its particular "D-Day" in Europe has already begun with its launch in France, Switzerland, Sweden, and Germany through its Cadillac brand , which has been converted into a luxury car company.

For now, sales of the Cadillac Lyriq and Vistiq have begun, starting at €81,000 for the former and €99,000 for the latter. “Cadillac is a good option because the European market is very technology-oriented. The brand will represent high-performance technology and luxury ,” said Mary Barra, CEO of General Motors, in an interview with German media outlet Autoflotte .

For Barra, the return to the European market is "fundamental," emphasizing the exclusive sale of electric cars : "We have focused on the electric vehicle portfolio , since we can compete effectively thanks to the growing interest and the regulatory framework," the executive suggests. And for General Motors in Europe, at least for now, the key is to aim high . In the luxury market, competing head-to-head against Audi, BMW, or Mercedes : "It's a good first sign that Cadillac has been named 'Luxury Car of the Year' in Germany. We are well positioned to achieve this thanks to the investments we have made in Cadillac over the last decade," says the GM CEO.

Something that can also be seen in the arrival of Cadillac as a new Formula 1 team in 2026, with the idea of competing at the top. But, with General Motors being a conglomerate of so many brands, it's expected that other classic brands like Buick or Chevrolet will also eventually arrive: "If other opportunities arise for other brands, we will certainly explore them. But, given the large number of Chinese brands entering the market and the changing regulatory environment, we want to understand the market beyond luxury to ensure we can enter and operate appropriately," says Mary Barra about such a possibility.

However, it seems we'll still have to wait a few years for that to happen. Doubts about European regulation and the behavior of the electric car market don't encourage a massive entry: "I think a lot is happening in the European market in terms of electrification and the regulatory environment. Many vehicles from other countries are coming onto the market. I think opportunities will arise for more brands over time," warns Mary Barra.

And when will Cadillac officially return to Spain? Barra doesn't give any clues during the interview. However, given that the first Cadillacs sold in Europe won't be delivered until September, no announcement is expected before 2026. For now, we'll have to settle for the classics .