Well, this is awkward.
A few years ago, Audi Of America’s boss Johan de Nysschen went on record describing the Chevrolet Volt as “a car for idiots.” Fast-forward to earlier this summer, and the well-regarded executive suddenly found himself in a new office with new business cards bearing the title: President, Cadillac. That means that among other challenges, de Nysschen is now tasked with selling the ELR, a car that is, at its core, a Volt in a sportier, less utile frock wearing a price tag that’s twice as expensive.
Frankly, it’s not a prospect we imagine the South African executive and recent Infiniti boss relishes. Just about nobody is buying the ELR – Cadillac has sold but 774 examples of its plug-in hybrid coupe this year and it presently has an almost a 200-day supply according to Automotive News. What’s more, those numbers actually represent big improvements over just a few months ago, before GM started heaping on the incentives. The cynic in us says that the bad news for De Nysschen is that he’s got a borderline sales-proof car in his new corporate garage. The good news? Cadillac customers apparently aren’t idiots.
Before we go any further, let’s get back to that elephant in the room: price. There’s no way to be kind here – General Motors has saddled its 2014 Cadillac ELR with a scarcely believable bottom line: $75,000. Even arithmophobes like us can work out that that means it costs as much as a base ATS Coupe and a Chevrolet Volt combined. That, in our book, is unforgivably bad math – the sort of computation logic understood only by buyers of the Aston Martin Cygnet, or perhaps those who signed off on the Allante’s assembly process back in the ’80s, an arrangement that involved flying uncompleted cars over the Atlantic in custom-outfitted Boeing 747s. Twice.
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