#ELR

General Motors announced Thursday that it would add a second shift to a flexible Detroit plant to prepare for upcoming demand for its cars.

GM will add roughly 1,200 jobs to Detroit-Hamtramck this year to help it build new models, the automaker said in a statement. The plant builds the Chevrolet Volt, Impala and Malibu and the Cadillac ELR there on a single production line. Production of the Cadillac CT6 will start there in early 2016.

In part due to its Chevrolet roots, the Cadillac ELR is now selling for up to 35 percent less than its original $76,000 price tag.

The Cadillac ELR may be heading off into the sunset soon, but the premium PHEV still has a few tricks left up its sleeve.

Can you see a C7-era Chevrolet Corvette in that new Volt’s face? There’s a reason for that.

Within the next few months, the 2016 Chevrolet Volt will enter showrooms on a new platform, cutting ties to the Delta II platform underpinning both the first-gen Volt and the Cadillac ELR. The move won’t matter ultimately, as the premium PHEV may not be long for this world as it is.

A niche vehicle is one that serves a very specific set of buyers with a vehicle that’s defined by a specialized and uncommon or unique role; and is often knowingly sold in low numbers to satisfy that dedicated group. Sometimes it’s to test a market: The Miata created its own niche in the 1990’s, and became a role model for modern product, like the S2000 and BRZ/FRS. Other are more esoteric niches, like the Nissan Murano CrossCabriolet. Sometimes, niche cars bring buyers to a brand that they would not have thought about before.

Currently, one of our most popular niches is the hybrid segment, dominated by the Toyota Prius. Chevrolet threw their hat into the ring, inadvertently, with the Volt. Though primarily an electric car, it does run the gas engine as a series hybrid with engine lockup if needed for maximum efficiency. The sales have been mediocre, pushing just over 23,000 units in 2013. The Prius? It sold over 145,000 units in the same time period..

Is it any wonder, then, why 43% of Cadillac’s dealers aren’t willing to take the up-market, $75,000 (before $7,500 Federal tax credit) Cadillac ELR? It’s a niche of a niche. And it’s an expensive one for dealers to take a risk on.

If you should become one of the early adopters who purchase a Cadillac ELR soon, the brand has announced that they will throw in a free charging station as a gift for paying $75,000 over the next 36 to 72 months for the luxury plug-in hybrid.

If you thought the $75,000 price of admission for ownership of the 2014 Cadillac ELR was too high, the luxury automaker may have another option for your consideration: A lease contract of $699/month with a few stipulations.

Prior to stepping down as CEO of General Motors, Dan Akerson made a few mentions about an EV similar to the Volt that would possess a 200-mile range on a single charge with an on-board generator that could run on gas, diesel or natural gas. He also hoped the car would sell for around $30,000.

TTAC has long held that GM should have initially sold the Volt as a Cadillac, putting its newest, most high-tech drivetrain in a luxury car that could support its high list price. Of course the bailout made a CadiVolt a touch too elitist, which led to GM canceling production plans for its Converj Concept coupe. But with plans back on to sell a Converj-inspired ELR coupe, a new question arises: can Cadillac really charge significantly more than the Volt’s $40k-ish MSRP without doing more than simply rebodying the Volt in Cadillac’s Art & Science styling? Automotive News [sub]’s Rick Kranz reckons Cadillac could do more, and thinks that the ELR could end up with rear-wheel drive.