General Motors is giving a discount to a small group of buyers of the all-electric Cadillac Lyriq SUV, but it comes with a catch. Those customers must sign a non-disclosure agreement (NDA) and agree to let GM track how they use the EV.
GM hasn’t officially announced the program, but according to sources who are familiar with it and spoke with the Detroit Free Press, the price of the Lyriq will be dropped by $5,500 USD if the customer agrees to participate. The deal applies to both purchases and leases.
The NDA means the customer would only be allowed to share their experiences of owning and driving the Lyriq with GM.
When reached for comment, a Cadillac spokesperson confirmed the program, saying it would be offered to a “small group of early [Lyriq] customers” to “elevate the experience for all our customers.”
“As we transform our business, the launch of our first all-electric vehicle, Lyriq, provides Cadillac some unique learning opportunities. Therefore, we have engaged a small group of early customers who agree to share their vehicle information and customer behaviors. Cadillac will use these learnings to elevate the experience for all our customers,” said Cadillac spokesman Michael Albano. (via Detroit Free Press)
According to Albano, the company is taking this approach as the Lyriq’s launch is a pivotal moment for the Cadillac brand, and is “doing everything possible to get [it] right.” He also added about 20 customers, mostly located within New York, Detroit, and Los Angeles were chosen for the program. He did not disclose how they were selected.
The Lyriq was first announced in 2020, and was intended to be unveiled at the Montreal Auto Show, but the show was cancelled due to COVID-19.
A limited number of reservations were opened in September 2021 for the Debut Edition, with all of them selling out within 15 minutes.
The order books re-opened in May 2022 with the introduction of the RWD variant, but this time the price of the EV had increased from $59,990 USD for the Debut Edition to $62,990 USD for the base RWD in the US and $69,898 in Canada.