Sales

Despite Not Selling, ELR Still Important for Cadillac

Really, sales have been absolutely dismal.

It’s fair to say that the Cadillac ELR hasn’t exactly been the success GM hoped it would. In fact, ELR sales have totally tanked. As of October 2014, just 1,037 units have been sold. Apparently individuals who can afford the $75k sticker price would prefer to drive a Tesla Model S. Those who don’t have the dough can buy a Chevy Volt for less than half the price. So now the question being asked is whether there’s even a need for the ELR to exist, and, if so, will there be a future price cut?

Cadillac’s straight-talking boss Johan de Nysschen has just pretty much shot down any chance of a lowered price. With over $30,000 worth of technology and equipment value in the extended range plug-in hybrid, de Nysschen stated that "if we were to reprice ELR, to the point where somehow we found a point that people would buy it buy the thousands, then all we would achieve is, the more cars you sell, the more money you lose. There’s no point in that. It is where it is." And with that, de Nysschen not only confirmed that there’ll be an eventual ELR successor, but also that the brand is in search of more niche vehicles of the ELR's caliber.

Before any new similar niche models debut, Cadillac ought to not only find a way to boost ELR sales in general, but also solve its latest technical problem: integration of a highly autonomous drive system. The updated 2016 ELR was originally supposed to debut at LA last month, but was a no-show. The slow-selling existing model made an appearance instead. And nobody at the show cared.

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