The Cadillac ELR is NOT a Disappointment

"Wobbles the Mind" (wobblesthemind) 12/21/2015 at 23:30 • Filed to: Cadillac ELR

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In January of 2009, Cadillac hit us with the Converj Concept. Based on the upcoming Volt platform, it promised to focus on beauty before all else and be the stylish option for the Eco-minded. Some of us may remember that part of the inspiration for the Fisker Karma was allegedly seeing Leonardo DiCaprio walk out of a Prius for an event. There was a fashion forward, high profile market that wanted “eco-friendly” vehicles during that whole late 2000s economic collapse or whatever. (Anyone else craving a new Ford Excursion all of a sudden?) The Converj was a beacon of hope, as Ill emphasize below:

There’s no word on production, but we can’t help but think this concept will become a reality sometime after the Volt goes on sale, which is scheduled to occur by the end of 2010. The Chevrolet has been promised to come in at a price in the mid-$30,000 range, but rumor has it that pricing may be higher by as much as $10,000—and that GM would still lose money on each one. (The Volt would be eligible for a hefty tax credit, though.) A production Converj could command a lot more , however, and going solely on looks alone —as GM wants us to do— it would be worth it.

- !!!error: Indecipherable SUB-paragraph formatting!!!

After great acclaim, GM decided to produce the vehicle and left us all agaped in splendor when we found that it looked like this:

That’s right, damn near identical to the concept! How often have we pined for Caddy to just build its concepts like the Ciel or Elmiraj? We say, “Who cares about price or performance?! We want sexy cyborg toasters, today!” Well guess what, Cadillac delivered and produced what they promised in only four years. Should it have come out in 2011 or 2012 rather than 2013? Oh yeah! GM was going to cancel the project since they knew they couldn’t get enough range and luxury into the vehicle while turning a profit and hitting the price point the market required. Luckily the Model S came on the scene lIke a fax machine.

Now, considering the Tesla Model S !!!error: Indecipherable SUB-paragraph formatting!!! but found itself listing at over $70k and still being wildly successful, plus the positive reviews and wide appeal of the Volt, GM said, “F*ck it! Leonard, gon’ git da wrench, ASAP Rocky!” Thus they made a coupe that was about the same price as the Tesla sedan, but with a known badge, dealer network, and no range anxiety. It was the luxury electric vehicle that didn’t require you to change your lifestyle.

*I know you are going to mention how the Model S was a more practical vehicle, but I’m going to remind you that the less practical a vehicle is, the more we are willing to pay for it. “Who the hell spends $60k on a luxury truck?! *drives away in $70k Mustang without A/C or rear seats.”

Well unfortunately it turned out that lifestyle change was actually what people wanted at that price point. In the same way people purchase brand new Range Rovers and don’t mind getting to know everyone in the service area, when you decide to change your lifestyle you purchase products in order to mark that change. If Ferrari ownership were the same as Honda ownership, why would anyone want the Ferrari over a Honda? Why would you buy the Cadillac if the experience is the same as the Chevrolet? Either you buy the Volt to keep your same lifestyle, or you buy the Tesla in order to ellicit the change you’re seeking. Afterall, quality of life is commonly measured in experiences, therefore we are always craving something new.

Allow me to point out one very similar parallel to the ELR. Later on in 2009, BMW showed off the Vision Efficient Dynamics Concept.

Then, in 2014, we all freaked out that an automaker actually built their concept car!

Was it quicker and more sporty than the ELR? You bet your sweet bippy it was! Of course at nearly double the price, I would say quickness and concept car styling are hardly a better value over the ELR. Isnt $140k for a 3-cyl, 7.1 kWh Borg with a permanent reenactment of the Rhino Birthing scene from Ace Ventura: When Nature Calls even more silly than that gag? Of course not! Didn’t you see those doors? My life has changed just knowing they exist!

I’ll also point out that the ELR uses the “LR” designation. Now my memory is poor due to age and misuse of assorted toiletries in college, but isn’t there some other flagship luxury 2-door from Cadillac that had an “LR” in its nomenclature. I mean if the first letter gets higher has the price goes up, wouldn’t CTS to XTS be similar to ELR and that one corvette-y model?

What I’m getting at here is that the ELR isn’t a disappointment due to price, design, tech, or engineering. The only disappointment is because it’s still just a concept car and needs a second shot. When you consider this a consumer puchasable concept car, the sales are robust! However, I say use the new Volt underpinnings and really make that XLR callback in the name apparent and line the vehicle up with the new Cadillac ethos. Throw in some razzle dazzle Cadillac! Something besides LEDs and optional chrome cupholder surrounds. Hmmm, Im thinking the answer rhymes with orange? What do you mean “door hinge” doesn’t rhyme with “orange?!” It’s pronounced like “orangutan” without the “utan,” said with a light Irish head cold. Duh!

911e46z06 > Wobbles the Mind 12/21/2015 at 23:41

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Counterpoint: it’s ugly, the same as a Volt for more than triple the price, and they didn’t sell any of them.

Wobbles the Mind > 911e46z06 12/21/2015 at 23:49

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Good counterpoint! Still outsells the R8 in the US though (last I checked). Actually the sells run near the GT-R also. You’ll note price difference, I’ll note performance difference and no marketing or press cars

phenotyp > Wobbles the Mind 12/21/2015 at 23:54

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If it weren’t for that goddamn gigantic grille, I’d actually like them. Still kinda want one, can’t explain why.

TractorPillow > Wobbles the Mind 12/22/2015 at 00:04

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What's an ELR?

911e46z06 > Wobbles the Mind 12/22/2015 at 00:06

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Not a good comparison. It’s a completely different market. The Audi and Datsun are intended for people looking for performance and/or status. They’re second or third cars and not intended to be high-volume movers. The Caddy is competing with cars like the Lexus hybrids, Model S, and i3, and without looking at numbers, I can say with a pretty high level of confidence that it’s being blown out of the water by all three.

Luke's Dad Sold His 2000TL To Get a Sienna > Wobbles the Mind 12/22/2015 at 00:09

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I would never own one but at least in my opinion IT WAS GORGEOUS

Wobbles the Mind > 911e46z06 12/22/2015 at 00:17

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I think the Caddy is exactly a third car. Or the sole vehicle of retired empty nesters. Same as any $60k plus coupe. I agree that the car competes with all other luxury hybrids, regardless of being all electric with a range extender and coupe only though. I just believe people shop wider than we give credit and it’s all about style. I shop $20 jeans as well as $100 jeans without hesitation. That’s like Civic Si compared to 911 Turbo. But that’s off topic.

Steve in Manhattan > 911e46z06 12/22/2015 at 00:27

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Counter-counterpoint - you can buy one on the cheap if you want to ... I’d give 45 for it. If I needed a car ....

AMC/Renauledge > Wobbles the Mind 12/22/2015 at 00:27

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It’s a sales disappointment.

And putting a new body and a nicer interior on a Volt isn’t revolutionary. Especially since it had very little more to offer in functionality, for double the price.

911e46z06 > Wobbles the Mind 12/22/2015 at 00:43

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Nah dude. If you’re buying an ELR you’re buying it as a DD. You’re not going to burn gas every day when you have an electric car sitting in the garage. Also, in a third car you want looks, status, and performance, or at least two of the three. The ELR has none of those things.

Wobbles the Mind > 911e46z06 12/22/2015 at 01:09

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This is the only time I slightly disagree. You can have a DD and it not be your primary vehicle. Most buyers already have an old accord or Rav4 around. This is a vehicle that looks different (are any Ferraris or Lexus attractive traditionally?) and that is enough. Also the demographic is older and technology is as interesting to most as jamming down the throttle. I mean a 2005 NSX has the same 114mph top speed and 9.5s 0-60 as a 2016 Nissan Versa. Spend $100k on the NSX or get into a Cadillac that runs on electricity get around town. Yes you drive it daily, but it’s a toy like any convertible. Might put 5,000 a year on it, but 12,000 miles on your 2008 Highlander that you visit monuments and family in. Not to mention your ‘65 Stang that you drive the first of the month for car shows.

You haven’t said anything untrue, I’m just pointing out that situations aren’t the same for all. Most people already have vehicles when they start looking to spend over $50k.

911e46z06 > Wobbles the Mind 12/22/2015 at 04:53

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Possible I guess. It just wouldn’t really make sense to pay for gas every day to drive your Accord when you have a practically free-to-run car, which also happens to be more comfortable and not as soul-crushingly boring. Especially considering how fast the ELRs depreciate. It’s not like you’re going to maintain value by keeping the mileage down.

I see the primary role for the ELR as an interesting and somewhat quirky DD for upper-middle class and upwardly-mobile people who live close enough to work that they’re fine only getting 50 miles per charge. That means city dwellers, and since the cities where electric cars are most popular are places like LA, New York, Boston, San Francisco, Seattle, etc, that translates to primarily single-car households (or two-car couples). And in light of all the other choices out there, that market isn’t big enough to allow the ELR to make any money.

And it just doesn’t make sense as a car to fill out the garage. The short electric range means that anything you would want to do with a weekend car, like take a road-trip or a Sunday cruise, you might as well just do in any old under-powered coupe. For someone just looking for the novelty of puttering around town or down to the golf course in an electric car, the Volt is way cheaper and way more practical, and the Fiat 500e is way cheaper and way cooler. For someone who wants an electric car that’s also stylish and luxurious, the Model S is better in every single way for very similar money.

My curiosity got the best of me, and I found this chart here http://insideevs.com/monthly-plug-i… . At least from a sales perspective, it’s hard to argue that the ELR isn’t a disappointment. Those numbers are pretty abysmal. And frankly, I think people are justified in not buying them. There’s simply no relevant market for the ELR, and anyone off the beaten path far enough to be interested in what the ELR has to offer has several options that are simply better.

Manwich - now Keto-Friendly > Wobbles the Mind 12/24/2015 at 15:04

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In terms of style, the ELR was great... both inside and out.

But the powertrain/performance was short of expectations.

They would have been better off going full-electric and selling it at a higher price point... OR keep the Volt’s hybrid electric powertrain but up the power/performance... maybe with the addition of AWD by having an electric motor driving the rear wheels.

Personally I think they should make it full electric with AWD standard.