What’s built on the same platform as the Volt, has the same powertrain, and costs more than twice as much? The 2014 Cadillac ELR plug-in hybrid, which will go on sale in January with a sticker price of $75,995, including destination charges.
GM plans to produce only a limited number of the luxury sedans, and is confident they will have an exclusive cachet. “We’re only going to make so many,” Cadillac Senior VP Bob Ferguson told Automotive News in August. “I actually think you’re going to see a scramble for that vehicle.”
Cadillac will take a targeted marketing approach to the ELR, making it available at only 500 of its 940 US dealerships, and making special “ELR Concierge Representatives” available to buyers. “I think it will take some more prescriptive marketing, reaching individual consumers,” said Ferguson this week. “I don’t think we’ll sell a lot of ELRs through mass advertising.”
The ELR has a number of luxurious extras, including: a host of autonomous driving features such as Lane Departure Warning, Forward Collision Alert and the Safety Alert Seat; Regen on Demand, which allows the driver to regenerate energy via steering-wheel paddles; and Cadillac Shield, a suite of owner benefits including Remote Vehicle Diagnostics and 24/7 roadside assistance. The interior features real wood accents, available carbon-fiber trim and a steering wheel wrapped in leather and suede.
IHS Automotive projects US sales of 2,100 units in 2014 and 2,700 in 2015.