Hybrid Vehicles ELR-4

Published on February 19th, 2014 | by Christopher DeMorro

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Only 56% Of Dealers WIll Carry The Cadillac ELR

ELR-4Many Cadillac dealers across America have decided against carrying the 2014 Cadillac ELR on their lots. It’s another blow to the image of Cadillac’s first attempt at a plug-in hybrid, though it stands to reason that some areas might scoff at the idea of a hybrid Caddy coupe.

Cadillac told Edmunds that 410 of its 940, or about 56% of dealers in America will not carry the Cadillac ELR on its launch. Most of those dealers are located in ares where Cadillac sales are low-volume, or the local populace has yet to open their minds to the idea of a $75,995 plug-in hybrid based on the Chevy Volt. There’s another reason too though, and it has to do with deniro.

Selling the Cadillac ELR requires dealer training, special tools, and the installation of charging stations. All told, this could cost individual dealers $15,000 or more to sell a car that is unlikey to sell more than 3,000 units total in 2014. Even if every dealer participated in ELR sales, that only works out to about three cars per dealer. Many dealers would be lucky to sell even a single ELR in 2014, depending on their location and customer base, though a few early adopters are plenty happy with their rides.

Still, if Cadillac really wants to compete with the likes of Tesla Motors, it needs to be able to push its green luxury cars across the country, and not only at select dealers. The first commercial for the Cadillac ELR makes it clear they’re not targeting affluent liberals where Tesla has had most of its success, but rather workaholic conservatives who are unapologetically ‘Merican.

I think it’s a mistake that will only end up hurting Cadillac’s image with consumers; what sort of message does it convey that half of dealers don’t want to carry the ELR? Are Cadillac buyers really that turned off by the notion of a hybrid?

Source: Edmunds


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About the Author

Chris DeMorro is a writer and gearhead who loves all things automotive, from hybrids to HEMIs. When he isn't wrenching or writing, he's running, because he's one of those crazy people who gets enjoyment from running insane distances.



  • M@

    Deniro is an actor, dinero is mexican for money. Unless you’re from ‘Murika speaking ‘Murican.

    If you were able to run a cross-comparison of the Caddy dealerships that are going to sell the ELR with dealerships that sell the Volt, I think you’ll find a strong correlation: $15,000 is a strong disincentive to the dealerships to go for the plan, unless they’ve already invested in GM’s hybrids because the ELR is the next step up for owners of the Volt that stay loyal and want something bigger and plusher, like the owner review you referenced.

    • http://www.insteading.com/ Jo Borras

      I disagree about the ELR being a “step up” from the Volt. The ELR doesn’t play in the same league- it’s not about 4 doors and passengers and luggage- it’s about empty nesters and old guys.

  • Ziv

    The ELR is a beautiful car, which is one thing going for it. The interior appears to be top of the line, as well. But it is overpriced, slow and only seats two. At an MSRP of $60k they could sell quite a few, maybe even 10,000 a year. At $75k it is just a halo car. I hope the sell 5,000 this year as has been projected by some to be their goal. I think they will be lucky to sell 4,000.
    But when you see one, you will know you just saw a Cadillac, and in a good way.

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