Cadillac gave $5,500 discounts to some early buyers of its new Lyriq crossover in exchange for letting the luxury brand track how they use it. The customers also can’t tell friends and family anything about their experience owning Cadillac’s first electric vehicle.
About 20 customers were chosen for the program, Cadillac spokesman Michael Albano told the Detroit Free Press last week. Participants had to sign a nondisclosure agreement that prohibits them from discussing their Lyriq with anyone outside General Motors.
“As we transform our business, the launch of our first all-electric vehicle, Lyriq, provides Cadillac some unique learning opportunities,” Albano told the Free Press. “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.”
Albano wouldn’t reveal how customers were selected for the program but said they are tech-savvy “early adopters” mostly located around New York, Detroit and Los Angeles.