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By the time the budding General Motors purchased Cadillac in 1909, the automaker had already made a strong name for itself as a producer of luxury automobiles. Ironically the company was built on the remnants of the Henry Ford Company, and the founder of that company went on to establish General Motors' biggest and longest rival, the Ford Motor Company. A further irony is that Henry Leland, a prime mover in establishing Cadillac's quality reputation, went on to establish Lincoln, a longtime Cadillac rival. Throughout the 20th Century, Cadillacs reigned as the epitome of American luxury automobiles. In the Fifties and Sixties, they were known for their outrageous styling, and they were coveted by young and old alike. Legendary Cadillac models included the Coupe de Ville and Eldorado. As the luxury market began to favor import brands, Cadillac adopted a more international style, and it now goes head-to-head with the German, Japanese, and Korean luxury brands.

Following a period in which Cadillac's quality dipped for a time, the brand has regained its footing, producing some of the best-regarded sedans and crossover SUVs currently on the market. And as U.S. luxury buyers increasingly showed their preference for SUVs, Cadillac has pivoted in that direction with its model lineup. Its superstar in that category is the Escalade, a full-size traditional SUV that has been a luxury-brand leader for decades. The new battery-electric powered Lyric crossover SUV is expected to be a strong contender in that rapidly growing segment. At the same time, Cadillac's performance-oriented "V" models like the CT5-V endow the brand with a sporting aura it had previously lacked.