John Roth, Cadillac VP, Set to Shape the Brand’s Vision

David Roth has assumed the position of Cadillac’s leader after his successful tenure as the head of GM’s Customer Care and Aftersales business starting from 2020. Prior to that, he held key managerial roles in GM’s Africa and Middle East operations, GM Canada, and other departments.

With Roth at the helm, Cadillac is experiencing impressive sales growth. According to the brand, total U.S. sales have surged by 26 percent this year, with retail sales up 17 percent through May. The popularity of crossovers has particularly contributed to these positive numbers, with sales in the first five months of 2023 rising by 20 percent compared to the previous year.

In addition to the increase in sales, Cadillac is gearing up for the introduction of three electric vehicles in the upcoming year. Harvey, the predecessor of Roth, revealed in February that these cars will enter production in 2024. The first of the three, the Escalade IQ, has already been acknowledged by Cadillac. It will be followed by the Lyriq and the luxurious Celestiq sedan, which is anticipated to go into production in December with a price tag in the $300,000 range.

In 2022, only 122 Lyriqs were sold in the U.S. However, Roth announced that deliveries have reached 3,000 so far this year, emphasizing that not all of them may have reached customers yet. The gradual rollout was intended, and plans are in place to increase production throughout this year. Although the order bank size for the Lyriq remains undisclosed, Roth assured that it is “very large” and that the brand continuously gains new leads.