By Jean-Pierre Diernaz, chief marketing officer, GM Europe
As the curtain falls on the 2025 Tour de France, we celebrate more than crossing the finish line on the final stage.
This year’s race delivered unforgettable moments, none more exciting than seeing our partner EF Pro Cycling claim the coveted yellow jersey after stage 11, thanks to a brilliant ride by Ben Healy. From relentless mountain attacks to tactical teamwork and pink spirit, the team rode through beautiful France with everything they had. And behind every rider was a support system just as relentless: mechanics, nutritionists, strategists - and yes, Cadillacs.
Caption: The EF Pro Cycling team, holding aloft Ben Healey in the yellow jersey about midway through this year's Tour de France.
We’re proud that the all-electric Cadillac LYRIQ played a central role in this year’s EF Pro Cycling journey. Quiet, efficient, and powerful, the LYRIQ mirrored the mindset of the team: precise, focused, and ready for anything. For Cadillac, the Tour de France wasn’t just a stage - it was a proving ground.
Cadillac knows racing
At Cadillac, we know a thing or two about racing. From our V-Series.R entries in the World Endurance Championship to our upcoming debut in Formula 1, we’ve long pushed the limits of performance on the track. The Tour de France is a different kind of race - quieter, yes, but no less intense.
Caption: The 2025 EF Pro Cycling riding kit, with the Cadillac crest on the shoulder.
There’s a moment before each stage when the silence hums with anticipation. You hear the soft hiss of tires being checked, the quick click of a helmet strap, the metallic whir of gears turning. And then, sudden movement. It's not unlike what we feel in racing: the synchronicity between machine and human, the choreography of an elite team behind every push forward.
This is what drew us to cycling. It’s raw, it’s real, and it requires the same precision and resilience we design into every Cadillac. Through our partnership with EF Pro Cycling, we brought the LYRIQ into the heart of professional sport - not just as a symbol, but as a true tool, used daily across 500 kilometers of demanding terrain. No emissions. No compromise.
Caption: Inside a Cadillac LYRIQ support car on the 2025 Tour de France.
Serving as a mobile command center, with spare bikes on the roof, team staff, supplies, and everything needed to support riders on board, and air conditioning running at full capacity, the LYRIQ – wrapped in EF Pro Cycling’s hot pink color scheme - was pushed to its limits every day on the Tour and continued to deliver with confidence, helping the team perform at the highest level.
Cadillac is back
For me, this partnership is more than a campaign. It’s a statement. Cadillac is back in Europe! And we’re entering conversations not just about cars, but also about culture, sustainability, and performance.
Caption: EF Pro Cycling's Ben Healy on the platform at the 2025 Tour de France wearing the yellow jersey signifying the race leader, about half way through this year's event.
The Tour de France gave us a unique way to reconnect with audiences in France and across Europe, authentically, emotionally, and with purpose. Seeing fans gather around the LYRIQ at every start line, asking questions, taking photos, genuinely curious about who we are and what we stand for - that was powerful.
As one of the most-watched sporting events in the world, the Tour offered us a platform of global scale to show what electric mobility can do. And with cycling emerging as the new golf - a cultural movement blending performance, passion, and lifestyle - the alignment couldn’t be more relevant.
Caption: Cyclists in Lille, France, just ahead of the 2025 Tour de France.
On a personal level, it reminded me why I love this job. When marketing works, it doesn’t feel like advertising. It feels like belonging. And this summer, Cadillac belonged—on the roads of France, in the rhythm of the race, and in the hearts of those who witnessed what electric mobility can do
As the curtain falls on the 2025 Tour de France, we celebrate more than crossing the finish line on the final stage.
This year’s race delivered unforgettable moments, none more exciting than seeing our partner EF Pro Cycling claim the coveted yellow jersey after stage 11, thanks to a brilliant ride by Ben Healy. From relentless mountain attacks to tactical teamwork and pink spirit, the team rode through beautiful France with everything they had. And behind every rider was a support system just as relentless: mechanics, nutritionists, strategists - and yes, Cadillacs.
We’re proud that the all-electric Cadillac LYRIQ played a central role in this year’s EF Pro Cycling journey. Quiet, efficient, and powerful, the LYRIQ mirrored the mindset of the team: precise, focused, and ready for anything. For Cadillac, the Tour de France wasn’t just a stage - it was a proving ground.
Cadillac knows racing
At Cadillac, we know a thing or two about racing. From our V-Series.R entries in the World Endurance Championship to our upcoming debut in Formula 1, we’ve long pushed the limits of performance on the track. The Tour de France is a different kind of race - quieter, yes, but no less intense.
There’s a moment before each stage when the silence hums with anticipation. You hear the soft hiss of tires being checked, the quick click of a helmet strap, the metallic whir of gears turning. And then, sudden movement. It's not unlike what we feel in racing: the synchronicity between machine and human, the choreography of an elite team behind every push forward.
This is what drew us to cycling. It’s raw, it’s real, and it requires the same precision and resilience we design into every Cadillac. Through our partnership with EF Pro Cycling, we brought the LYRIQ into the heart of professional sport - not just as a symbol, but as a true tool, used daily across 500 kilometers of demanding terrain. No emissions. No compromise.
Serving as a mobile command center, with spare bikes on the roof, team staff, supplies, and everything needed to support riders on board, and air conditioning running at full capacity, the LYRIQ – wrapped in EF Pro Cycling’s hot pink color scheme - was pushed to its limits every day on the Tour and continued to deliver with confidence, helping the team perform at the highest level.
Cadillac is back
For me, this partnership is more than a campaign. It’s a statement. Cadillac is back in Europe! And we’re entering conversations not just about cars, but also about culture, sustainability, and performance.
The Tour de France gave us a unique way to reconnect with audiences in France and across Europe, authentically, emotionally, and with purpose. Seeing fans gather around the LYRIQ at every start line, asking questions, taking photos, genuinely curious about who we are and what we stand for - that was powerful.
As one of the most-watched sporting events in the world, the Tour offered us a platform of global scale to show what electric mobility can do. And with cycling emerging as the new golf - a cultural movement blending performance, passion, and lifestyle - the alignment couldn’t be more relevant.
On a personal level, it reminded me why I love this job. When marketing works, it doesn’t feel like advertising. It feels like belonging. And this summer, Cadillac belonged—on the roads of France, in the rhythm of the race, and in the hearts of those who witnessed what electric mobility can do.