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Cadillac exec realizes ELR pricing was stupid high

At least one Cadillac exec has finally started to come to terms with something we knew all along: the initial $75,000 price for the ELR plug-in hybrid was way too high. The bad decision in part led to the model selling just over 1,000 units last year. Company marketing boss Uwe Ellinghaus recently gave an interview to Bloomberg where he discussed what went wrong. "The MSRP was, indeed, a mouthful," Ellinghaus said to Bloomberg. "We overestimated that customers would realize our competitors were naked at that price." People balked at the ELR's price from the very start, and dealers were receiving $5,000 at one point just for getting customers to test drive the PHEV. Later, some incentives for buyers were as high as $14,000. Cadillac planners saw a conundrum when it came to the ELR's price. Too low of a figure was thought to bring the model close to the Chevrolet Volt, and $75,000 was also believed to signal Caddy's PHEV as something special. "We just wanted to make this a statement for the brand of how progressive we are," Ellinghaus said to Bloomberg. Cadillac is now working to rehabilitate the ELR's reputation with a host of updates for 2016. Buyers get a 25-percent boost in powertrain output, additional standard features, and the whole package comes with a $9,000 drop in price. The tweaks should help the luxurious PHEV make a better second impression. Related Video:

Cadillac dropping trims, powertrains for 2020 CT6

First reported by CarsDirect and later confirmed with Cadillac, the CT6 order book will see some changes for 2020. The luxurious American sedan is losing trims and losing engines but gaining standard equipment. For the 2020 model year, Cadillac is distilling the CT6's seven different trims down to three: Luxury, Premium Luxury, and Platinum, all three of which have new standard features. The Luxury trim gets the Driver Awareness and Convenience Package. Premium Luxury benefits the most with Super Cruise, the Rear Seat Package, the Comfort and Tech Package, and the 34-speaker Bose Panaray Sound System. The Platinum gets new unique 20-inch wheels, and the V-Series (considered a different model) gets the Driver Assist Package. As we've previously reported, Cadillac will also be reducing the number of available engine options. The 2.0-liter turbo engine has already been dropped, and the 3.0-liter twin-turbo V6 is next. For 2020, the CT6 will only offer the choice of the 3.6-liter V6 on Luxury and Premium Luxury trims and the 4.2-liter, twin-turbocharged "Blackwing" V8. All models and trims come standard with all-wheel drive. Cadillac has also confirmed pricing to Autoblog. Including destination charges, the Luxury model would start at $59,990, the Premium Luxury would start at $75,490, the Platinum will start at $97,490, and the V-Series will start at $95,890. Overall, prices go up due to the removal of the 2.0-liter model and more standard equipment, though the cheapest model on the configurator right now is $63,590. On the high end, the 2019 CT6 Platinum with the twin-turbocharged engine starts at $87,790. We'll update when this all goes official. News Source: CarsDirect Auto News Cadillac Luxury Sedan cadillac ct6

Cadillac dealers get $5,000 incentive for ELR test drives

The 530 Cadillac dealers - out of 940 total dealers - that signed on to sell the brand's ELR for $75,000 or lease it for $699 per month have managed to move 247 of them in the last five months. That's a little less than two cars for each dealer more than two dealers for each car if you need help with the math. With inventories of the luxury plug-in hybrid building up - Automotive News reports a 725-day supply - General Motors has created the Demonstrator Allowance Program to billow the sails on that slow moving ship, giving dealers $5,000 to promote ELR test drives.
A dealer with one ELR in its test fleet that racks up 750 test driven miles between May 1 and June 2 earns the fifty Benjamins, a dealer with two ELRs in the test fleet will get one hundred Benjamins. That will be added to summer incentives for dealers that pay $2,000 for units sold in July and $1,000 for units sold in August, while on the customer side, Cadillac has put "customer discount certificates" worth $3,000 on the hood for buyers and lessees.
Cadillac suggests this is about raising awareness of the ELR, but the question is how much dealers will be able to do for a car that observers - and buyers, apparently - still consider highly overpriced.