Cadillac ELR.
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The Cadillac ELR was a pretty advanced car for its time. And yet, it was a flop. The illustration above shows what a possible new generation could look like.
The ELR came out for the 2014 model year. It was based on the fantastic Converj Concept from 2009. Of course, 5 years and a translation to a production model resulted in a watered-down design for the ELR. But surprisingly, not very much. As the reproduction car retained most of the concept’s great and almost futuristic design.
The ELR was basically Cadillac‘s version of the Chevrolet Volt. With an entirely new design and interior. And of course, 2 doors instead of 4. With unfortunately, a very small truck opening instead of the Volt’s hatchback. Even though the Cadillac did look more like a hatchback than the Chevrolet.
The ELR was eagerly expected by many. Since the Volt’s specs were quite amazing. The Cadillac‘s official EV range turned out to be around 39 miles. Which, 11 years later, is still a great number for a PHEV car. ( I got over 50 miles with a second-generation Volt).
The true killer was its insane pricing. At over $75,000, it was shockingly ridiculous. It was also more than $35,000 over the Chevrolet it was based on. At that price, most people who wanted to drive something electrified in 2014 would actually go for the Tesla Model S for about the same money.
By 2016, its last year, fewer than 3000 units were ever produced. For its last year, the 2016 model’s base price was reduced by $10,000 and the car was given more power. Only 534 units were sold in the US that year. By then it had almost become a joke and not a car anyone would get at that price.
It’s never been really clear why GM decided to basically kill the ELR from the start with such ridiculous pricing. In my opinion, the car looked great and had a great interior as well. I think it would really deserve a new generation. Positioned as an entry-level Cadillac EV. Something smaller, lighter, and more aerodynamic using the Ultium platform could easily get a better range than the Chevrolet Equinox EV’s 319-mile range.
Of course, it would need to be a proper hatchback and not be priced like a Model S. It would also have to be below the $51,000 rumored price of the upcoming cheaper single-motor version of the new Optiq.
It seems more two-door cars are coming out than a few years ago these days. With a new Charger EV, an upcoming Honda Prelude Hybrid. And even a rumored new Celica.
Of course, after the disastrous sales performance of the first generation, the name ELR should be replaced. By something more hopeful.
Cimarron, maybe?