They went from this:
"Cadillac Bicycles will be the benchmark for all bicycles with its advanced characteristics...we believe Cadillac Bicycles will stand out in a league of its own."
The decision [to sell bikes] was based largely on GM's desire to reach younger buyers, an executive said. Dealers will be able to add a bicycle to help close a sale or to give them away to show appreciation to customers or sales personnel...GM employees get a 25 percent discount on the bikes and account for most of the sales so far.
That sounds like backpedaling to me.
Unlike other licensed brands that are sold in big box stores, I thought Cadillac was actually serious about their bikes; they advertise in Bicycle Retailer Magazine and they even showed up at Interbike last year. However, now it's apparent that their play in the bike industry is little more than a branding exercise and I don't think I'll be seeing a Cadillac on the local group ride any time soon.