The Cadillac ELR Will Die in its First Generation
The Cadillac ELR has long been considered a failure for Caddy, and now it looks like the company is finally going to give it the Old Yeller treatment. According to Automotive News, Cadillac’s CEO Johan de Nysschen has confirmed that the brand is killing off the plug-in hybrid coupe after this generation’s run is complete, likely around 2018.
Since its introduction in 2013, the ELR’s sales have struggled. Much of the blame for this has been put on its costly original price tag of $75,995 and the fact that it lacked the performance associated with the rest of the brand. Being a coupe probably didn’t help either. In response, last year Cadillac added more power to the ELR and dropped the price by $10,000 for the 2016 model year. Alas, it was too little too late-Cadillac only sold 1,024 examples of the ELR in 2015.
While the demise of the ELR isn’t surprising, it is kind of a shame. The ELR had major issues, but it was still an attractive luxury hybrid that had potential. After all, GM’s other plug-in hybrid model, the Chevy Volt, on which the ELR was based, just entered its second generation.
For Cadillac buyers interested in a hybrid, there will be a new alternative next year in the form of the CT6 hybrid. With good looks, four doors, and what has been promised to be a mighty powertrain, the CT6 hybrid should be more of a success for Caddy than the ELR. At least that’s the hope.