Jack Uppal, President and MD for GM Africa and Middle East, reveals how Cadillac is shaping modern luxury in the region, fusing bold ambition, intuitive technology, and personalized experiences.
ESQUIRE: Cars are no longer just cars; they’re a statement. How do you see Cadillac fitting into the lifestyle of the modern Middle Eastern consumer?
Jack Uppal: Cadillac is the embodiment of bold ambition and refined innovation. In the Middle East, where style and presence are woven into the fabric of daily life, Cadillac stands out as the choice for those who lead with confidence and live with distinction. Our vehicles are crafted to transform every journey into an occasion—merging American audacity with regional sophistication. The brand’s entry into Formula 1 is a testament to our relentless drive to push boundaries and redefine what’s possible.
ESQUIRE: Cadillac is setting the standard for the next generation of American luxury. What does this mean for the brand? What’s the definition of luxury for Cadillac?
Jack Uppal: For Cadillac, luxury is intuitive, personal, and deeply emotional. It’s not about excess—it’s about excellence. We believe true luxury anticipates your desires before you voice them. Our next-generation architecture and seamlessly connected ecosystem create experiences that are effortless, intelligent, and uniquely yours. Cadillac’s vision of luxury is precision design, exhilarating performance, and the harmony of everything working beautifully in sync. This is American luxury, reimagined for those who expect more.
ESQUIRE: Personalization is becoming the new luxury. How do you cater to this demand in the region?
Jack Uppal: Today, luxury is deeply personal—and so is every Cadillac experience. Through every journey, from purchasing to ownership, Cadillac will create an experience bespoke to our consumers. We offer customizable features, intuitive tech, and curated experiences that reflect individual preferences. From tailored interiors to connected services, we’re empowering customers in the Middle East to shape their own Cadillac journey — one that’s as unique as they are.
Our dealer partners are among the most established in the region, with extensive footprints designed to deliver exceptional service and cater to every customer’s needs. This strong network ensures that Cadillac owners experience true luxury, not just in their vehicles but throughout their ownership journey.
ESQUIRE: “Let’s Take the Cadillac,” suggests every journey is an occasion. How does this philosophy influence Cadillac’s approach to customer experience?
Jack Uppal: “Let’s Take the Cadillac” celebrates the brand and its complete lineup of EVs that make every ride an occasion to share with others. This philosophy is embedded in everything we do. We believe every drive should feel exceptional — whether it’s a daily commute or a weekend escape. Our commitment to delivering a leading customer experience is reflected in our design, technology, and service touchpoints. We’re not just selling cars; we’re creating moments that matter.
ESQUIRE: Let’s talk about the new Cadillac Experience centre. How is it designed to enhance the customer experience and immerse buyers in the brand’s luxury culture?
Jack Uppal: The Cadillac Experience Centre by Al Ghandi Auto, our dealer partner in UAE, will be a physical embodiment of our brand values. We’ve always believed that owning, driving and being a passenger of a Cadillac is an experience and Cadillac Experience Centre is designed to immerse visitors in the world of Cadillac. It’s where luxury meets innovation, and where customers will be able to explore the brand beyond the vehicle, engaging with our culture, craftsmanship, and vision.
ESQUIRE: What is the strategic vision behind introducing five new Cadillac models simultaneously in the Middle East market, and how do you see this impacting the brand’s positioning?
Jack Uppal: Introducing five new models at once is a bold expression of our confidence and commitment to the region. This portfolio represents Cadillac’s most dynamic lineup yet—designed to meet the diverse lifestyles of Middle Eastern drivers. It reinforces our position as a leader in progressive luxury, blending performance, technology, and design with a vision tailored to the modern era of mobility.
ESQUIRE: What role do sustainability and EVs play in Cadillac’s long-term vision for the Middle East?
Jack Uppal: Sustainability is central to General Motors’ global vision of zero crashes, zero emissions, and zero congestion. Cadillac’s portfolio brings this vision to life in the Middle East, offering high-performance electric vehicles that enhances the luxury experience without compromising on performance and range. We’re investing in infrastructure, partnerships, and education to accelerate EV adoption and support a cleaner future.
ESQUIRE: Can you explain the role of cutting-edge technology and track-inspired engineering in differentiating Cadillac from other brands in the region?
Jack Uppal: Cadillac vehicles are born from a legacy of performance and innovation. Track-inspired engineering delivers exhilarating power and precision, while advanced software and autonomous capabilities redefine convenience and safety. This fusion of power and sophistication is what makes Cadillac a true innovator in luxury.
ESQUIRE: Finally, what key messages do you want Middle Eastern consumers to remember about Cadillac?
Jack Uppal: Cadillac is a symbol of enduring excellence and bold ambition, with a heritage spanning over 120 years. Our deep regional roots and commitment to progress reflect the aspirations of our customers. Our entry into Formula 1 marks a new chapter for Cadillac and GM. This move reinforces Cadillac’s position as a forward-thinking brand, ready to shape the future of mobility in the Middle East and beyond.
Cadillac is here to stay—offering personalized, tech-forward experiences, a commitment to sustainability, and a vision that aligns with the ambitions of Middle Eastern consumers.