Cadillac Wants To Compete With Tesla: Can It?
Tesla Motors has taken the luxury car market by storm, grabbing huge chunks of key demographics and outpacing the sales of many top European brands. it isn’t just ze Germans that have to watch out for Tesla either; GM’s CEO sees Cadillac as a competitor for the up-and-coming California automaker. But is Cadillac up to the challenge?
Of course GM’s CEO Dan Akerson thinks Cadillac can handle the electric upstart known as Tesla, and he isn’t entirely convinced pure electric cars are what Americans want. Sales of the Tesla Model S aside, lower-priced electric cars are only just starting to gain market awareness and share among Americans. Then again, the Tesla Model S is a much better car all the way around, and GM would really have to step up its game to compete with a pure electric car.
Instead, GM may rely on a plug-in hybrid, like the upcoming Volt-based Cadillac ELR to serve as the opening salvo in the war of green luxury cars. Tesla’s inherent advantage of course is that it was designed from the ground-up as an electric car, while the Cadillac ELR is a luxury car based on the chassis of the Chevy Cruze, a car meant for the masses rather than the elite.
If Cadillac wants to take Tesla on, it is going to have to design a completely new green car, whether it is a pure electric vehicle or some form of hybrid. GM is said to be working on an affordable electric car with a 200-mile range, though if you slap a Cadillac badge on it, you can toss the “affordable” thing right out the window.
Can Cadillac compete with Tesla at electric cars, or is GM biting off more than it can chew?
Source: The Detroit News