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Cadillac ELR
“It’s a different car, it’s a different price point. It’s way-different technology."

The Cadillac ELR began its life as the Converj concept car, which debuted at the 2009 Detroit Auto Show. When the production vehicle was officially unveiled in 2013, it lost little in the way of looks compared to the concept model.
 
Former General Motors CEO Dan Akerson was confident of the ELR’s prospects in the high-end “green car” market, even going so far as to compare it to the incredibly popular Tesla Model S. “If you want to compete head-to-head with Tesla, and we ultimately will, you want to do it with a Cadillac,” said Akerson back in September 2013. “But I do think when the (Cadillac) ELR comes out late this year, early next — it’s certainly in the same postal code as Tesla, but now we’re going to move up.”
 
Nearly a year later, GM execs are singing a different tune. Mark Reuss, GM’s Executive Vice President for Global Product Development, yesterday clarified that Tesla as an automobile manufacturer is a “completely serious competitor in every way,” but that the Cadillac ELR is “really not” a competitor to the Model S.
 
Tesla Model S
 
“It’s a different car, it’s a different price point. It’s way-different technology,” Reuss added. The Model S has a base MSRP of $69,900 while the ELR has a base MSRP of $75,000.
 
It should be noted that in the past, GM has also compared to the ELR to high-end models from German luxury car manufacturers. Darin Geese, the Marketing Product Manager for the Cadillac ELR and Chevrolet Volt in October 2013 said that the ELR would be cross-shopped with the $88,000 BMW 6-Series Gran Coupe, stating, “We think it is competitive with the vehicles in its class.”


BMW 6-Series Gran Coupe
 
As we have already shown you in recent months, the ELR has been a slug when it comes to sales performance. The ELR has been steeply discounted by as much as $19,000 before state and federal tax credits and rebates are applied.
 
One writer for the OppositeLock column over at Jalopnik was able to score an excellent deal on a brand new ELR recently:
 
The car stickers for $75,000, I got the base $12,500 instant discount on the price, along with a dealer incentive of $5000 to buy instead of lease (I went in fully expecting to lease it). I did my homework and picked a state with an instant cash rebate for buying a PHEV, so I bought it in MA for an additional $2500 off the price. Finally, I just finished filing my $7500 Government tax incentive for a final cost to me of, wait for it, $47,500 +tax.
 
$47,500 definitely sounds like a more palatable figure for what is a slightly enhanced Volt platform-vehicle with the luxury styling and accouterments of a Cadillac.
 
It should be noted that thanks to the dealership fire sale on ELRs, July sales of the vehicle nearly doubled compared to the previous month to…. 188 units.

Sources: The Detroit News, OppositeLock





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