Cadillac Expands Partnership with EF Pro Cycling Ahead of Tour de France 2025

In a significant move just days before the commencement of the 2025 Tour de France, EF Pro Cycling has announced the renewal and expansion of its partnership with Cadillac Europe. This collaboration marks a pivotal moment in Cadillac's European strategy, emphasizing the brand's commitment to sustainability and innovation in the world of professional cycling.

The partnership will not only enhance Cadillac's visibility in the cycling community but also align with the brand’s push toward electrification. The 2024 season saw a historic performance from EF Pro Cycling, highlighted by Richard Carapaz’s remarkable solo victory on Stage 17 of the Tour de France, where he claimed the prestigious polka dot jersey as King of the Mountains.

Jean-Pierre Diernaz, Chief Marketing Officer of General Motors Europe, expressed his excitement about the collaboration, stating, "As someone who’s passionate about cycling, this partnership with EF Pro Cycling resonates on a personal level. Both our teams embrace ambition, precision, and a willingness to lead the way forward. Whether it’s on two wheels or four, we believe progress comes from daring to do things differently. That’s what this partnership is all about.”

The renewed partnership extends through the 2026 season and will see Cadillac’s all-electric LYRIQ prominently featured in nearly 100 races, further integrating the vehicle's branding into the team’s official kit starting in 2025. The LYRIQ will serve as a mobile command center for the team, playing a crucial role during races. It will provide a zero-emissions support vehicle, facilitating race planning and offering a calm environment for riders during high-pressure moments. Jonathan Vaughters, Founder and CEO of EF Pro Cycling, emphasized the significance of this innovative approach, stating, "In 2024, Cadillac proved that going fully electric at the world’s hardest bike race—the Tour de France—was possible. It was no small feat, but Cadillac made it look effortless. In 2025 and beyond, we want to set a new standard for what performance, sustainability, and innovation look like in professional sport."

Cadillac's engagement in cycling extends beyond the races, with planned activations at the Cadillac City Store in Paris, a venue designed to engage fans and celebrate the culmination of the Tour de France. This initiative aims to integrate the energy of the race into the urban landscape, enhancing Cadillac’s presence in European luxury markets.

This partnership not only reflects Cadillac’s commitment to sustainable luxury but also aligns with a broader trend in the automotive industry towards electrification and environmental responsibility. As the cycling community increasingly embraces these values, Cadillac’s efforts to redefine luxury for a new generation are likely to resonate with both cycling enthusiasts and potential consumers alike.

In conclusion, the expanded partnership between Cadillac and EF Pro Cycling represents a significant alignment of performance, sustainability, and style. As they move forward, both brands aim to set a new benchmark in professional sports, demonstrating that luxury and ecological responsibility can coexist in a meaningful and impactful way.