Concepts

GM Still Can't Decide Whether or Not to Build the Elmiraj

Quit thinking about it and just build the damn thing.

It’s been nearly a year since Cadillac first unveiled its Elmiraj Concept at Pebble Beach. Throughout those twelve months, Cadillac has been decidedly vague on the car's future, failing to answer whether it will ever give the Elmiraj the production green light. Apparently, the GM leadership is still undecided about this despite the concept’s enthusiastic response from the media and public. GM vice president of global design, Ed Welburn, recently stated that the concept "has been so well received wherever it has been shown."

Really? You don’t say. And yet the GM brass still can’t make a final production decision here? At the moment, only Mercedes-Benz is selling a large rear-wheel-drive coupe with a massive amount of horsepower. Not BMW, not even Audi or Lexus. Yes, those three have powerful coupes of their own, but nothing quite on par with the S-Class coupe and Elmiraj. With a twin-turbo V8 under the hood, a production Elmiraj would even put Cadillac in competition with the likes of Rolls-Royce and Bentley as well. So here’s our message to GM: Quit second guessing this one. The business case is there. If you want to make Cadillac a true global luxury brand, part of that solution has been on display at auto shows for a year now.

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