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Why GM’s CEO is still betting on electric vehicles (and racing)
“We still believe in an all-electric future.”
Barra is trying to steer the massive GM ship through these tumultuous waters by bringing its luxury brand, Cadillac, back to global prominence — particularly in the form of its upcoming participation in Formula 1 starting in 2026. Cadillac is trying to cash in on that gold, at the same time that it’s attempting to reestablish itself in markets where it has little consumer recognition — in places like France, where the company opened its first showroom in Paris, located directly across the street from L’Opéra Garnier, not far from the Louvre and Jardin des Tuileries. Cadillac’s reentry into racing isn’t just about winning; it’s about proving that an American luxury brand can compete with viable (and variable) consumer products and technology, globally, while its leadership navigates an increasingly hostile domestic political and business environment.
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