In a high-visibility return to the European spotlight, Cadillac has electrified its presence at the 2025 Tour de France as the official support vehicle partner of the EF Pro Cycling team. The all-electric Cadillac LYRIQ SUV, draped in EF’s signature hot pink, played a central role in one of the world’s most prestigious cycling races, marking the second consecutive year of this unique collaboration.
As the Tour concluded with dramatic flair, Cadillac celebrated more than just kilometers covered—it celebrated cultural reconnection, zero-emission endurance, and a clear statement: Cadillac is back in Europe.
EF Pro Cycling’s Electric Ride to Glory
The 2025 Tour saw EF Pro Cycling deliver a standout performance, with Irish cyclist Ben Healy donning the iconic yellow jersey after a powerful Stage 11 victory. Behind the team’s mountain attacks and tactical brilliance was a silent force—the Cadillac LYRIQ, operating as a mobile command center across over 500 kilometers of rugged terrain.
From spare bikes to strategic briefings, the LYRIQ served as the team’s nerve center. With its spacious design, near-silent electric motor, and full climate control—even under Tour duress—it offered precision support while producing zero tailpipe emissions.
Cadillac’s Racing Spirit Meets Cycling Culture
“Cadillac knows racing,” said Jean-Pierre Diernaz, Chief Marketing Officer of GM Europe. “We’ve competed in world-class events like the World Endurance Championship and are heading to Formula 1. But the Tour de France offered a different proving ground—intense, emotional, and deeply human.”
Cadillac’s presence at the Tour wasn’t just functional—it was symbolic. The brand’s emblem adorned EF Pro Cycling’s racing kits, and its vehicle became a fan favorite at every stage start, sparking curiosity and excitement about electric mobility.
More Than a Sponsorship: A Cultural Comeback
According to Diernaz, the partnership goes beyond traditional marketing. “This isn’t a campaign. It’s a statement. Cadillac is entering European conversations not just around cars, but around culture, performance, and sustainability.”
With cycling emerging as a global lifestyle movement—“the new golf,” as Diernaz calls it—Cadillac’s Tour de France involvement delivered both brand relevance and emotional resonance.
From the Roads of France to the Hearts of Fans
The collaboration drew wide attention as crowds gathered around the striking LYRIQ at every stage. For many, it wasn’t just about the race—it was a chance to engage directly with Cadillac’s future-forward vision.
“As one of the most-watched sporting events on Earth, the Tour allowed us to demonstrate what electric performance can truly do—quietly, confidently, and sustainably,” Diernaz added.
With this bold push into Europe’s cultural mainstream, Cadillac’s partnership with EF Pro Cycling signals a new chapter for the iconic American brand. On the steep roads of the Tour de France and beyond, Cadillac is not only driving electric innovation—it’s redefining what it means to belong in the modern mobility movement.
