Uwe Ellinghaus, recently hired to be Cadillac’s first chief marketing officer, says that the luxury marque has done a good job bringing quality cars to the market but that it hasn’t done as effective a job on strengthening Cadillac’s overall brand identity. Ellinghaus told the Automotive News, ”There’s already a good start with all of the awards and praise of Cadillac quality, but this won’t be sufficient to win customers over. If you don’t find the brand relevant, you won’t even go into the dealership.”
Ellinghaus wants to use Cadillac’s distinctive “art & science” vehicle design to sharpen overall brand identity. It’s his opinion that in the recent past Cadillac marketing has been too focused on specific products and not on the Cadillac brand. (Read More…)
Pricing for the Cadillac ELR has been announced, and the swoopy Caddy coupe with the Voltec powertrain has been stickered at an astonishing $75,995, not including the $7,500 federal tax credit as well as other incentives.
One can make the argument that there will be a market for a premium plug-in that wealthy buyers can write off as an expense in one form another, personally, I think GM is out of their mind.
With 70 percent of its buyers new to to the brand, the Cadillac ATS is an important way for the brand to bring new buyers into the fold. But the ATS is still missing an important product that its main competitors currently have; a coupe.
TTAC writers will stoop to any trick to get access to cars. This may be my last post at TTAC because I bribed my way into the ELR and may be removed for ethics violations (a Diet Pepsi was involved.) Fresh off its début in Detroit the ELR may be old news, but since none of the TTAC staff had seen one in the metal, I knew my duty.
Hot on the heels of the broken embargo comes real live shots of Caddy’s Volt. The ELR gets a nice boost in power – 207 horsepower and 295 lb-ft versus 149 horses and 273 lb-ft for the Volt. A .5 kwh larger battery means slightly less range in EV mode, but an 82-mile boost in overall range and a longer charging time (4.5 hours with a 240V outlet, 12 hours with a standard outlet). There’s also a paddle-shift activated regenerative braking feature – we’ll have to drive that one to see if it actually works well.
Someone posted this photo, presumably of the production Cadillac ELR. We won’t be the first to break an embargo but the cat’s out of the bag…
So, here’s the inside of the Cadillac ELR. It looks pretty ATS-esque, save for the Volt-style power readout in the center.
Anyone looking for a poorly-lit teaser of the Cadillac ELR is in luck! Cadillac just released this image in advance of the car’s debut at NAIAS in a few weeks. In addition to the CUE system, the ELR will also get a bigger battery pack and a more powerful motor to help differentiate itself from its plebian sibling, the Chevrolet Volt.
GM’s Detroit-Hamtramck plant will get a $35 million investment to build the Cadillac ELR, a luxury coupe that uses the Chevrolet Volt’s gasoline-electric drivetrain.