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Confident new Cadillac marketing boss ready to take on Tesla, BMW

When there's a former BMW executive heading Cadillac's efforts to boost sales of its only plug-in, it's a pretty safe guess that the marketing emphasis won't be on environmental friendliness and tree-hugging tendencies. The General Motors luxury brand has appointed ex-Bimmer executive Uwe Ellinghaus to be its marketing chief late last year, and the German-born Ellinghaus is now saying that he's targeting potential customers of Tesla Motors, in addition to BMW, for potential growth in sales of the Cadillac ELR extended-range plug-in. Appointed to Cadillac's head of marketing last November, Ellinghaus recently told Advertising Age that GM needs to highlight the Cadillac's looks and performance. He complimented Tesla for putting more emphasis on those attributes in the Model S than on its lack of emissions or lack of refueling costs (but Tesla hasn't shied away from highlighting the EV's savings). Ellinghaus says that trying to gear advertising "for people who are tree-huggers and green-wash an entire brand" won't be successful. You don't say. So far, the ELR hasn't made much of a dent in US car sales. Through May, Cadillac, which spent about $280 million on all of its US marketing last year, sold 293 units, whereas Tesla had been approaching the 11,000-unit figure for the Model S. With that in mind, Cadillac may be working on a sportier version of the ELR, as spy shots of a test vehicle from May revealed larger brakes and wheels. You can read our First Drive impressions of the ELR here.

2015 Dinan M235i First Drive

The first rule you learn about playing hide-and-seek is to wait until the seeker is out of sight before you move on to your next position. That feeling comes back to us as we're sitting in the Dinan-tuned 2015 BMW M235i on the twisty stretch of Route 152 near Gilroy, CA. Construction restricts the road to one lane before opening up to five miles of uninterrupted switchbacks. A local tipped us off to pull over and wait for traffic to clear, guaranteeing an open road and no risk of law enforcement seeking us out. Our first turn behind the wheel of the Dinan M235i started just a few miles north at the tuner's engineering and development center, located in an unassuming office park south of San Jose. Dinan conversions are known for being simultaneously subtle and awesome; an enhancement of products that already stand out in their respective classes. Dinan obtains its R&D cars through consumer channels, unlike some tuners that get early access to BMW's engineering for their own development projects. The development process is "reverse engineering," as technical director Casper van der Schoot describes it. Some development cars also come to Dinan through the generosity of its owner fan base. Customers hand over personal vehicles in exchange for discounted products. An M2 is already on order, and the Dinan engineers are on the edge of their seats waiting to take it apart. The Dinan treatment of the M235i increases performance without reinventing the dynamically sound package. As with other Dinan cars, the treatment on the M235i increases performance without reinventing the dynamically sound package. Approved dealers can install the Dinan parts, as can "anyone with a modest amount of technical aptitude," according to van de Schoot. Dinan's approach is to extract more of the best aspects of BMW products before supplanting stock parts with its own. That's why the M235i, like all Dinan products, comes with the eponymous Dinantronics engine control unit that remaps and finds more power from the stock inline-six-cylinder engine. A bespoke carbon-fiber cold air intake and stainless steel free-flow exhaust system add at least 15 more horsepower. The most significant alterations in the M235i's engine bay are a Dinan-rebuilt turbocharger and larger intercooler, which help increase total output beyond 440 horsepower. At this point you might wonder if all this untapped capacity is at BMW's disposal from the start, why does it take Dinan to release it?

BMW could expand 'i' lineup

Well, this isn't exactly a surprise. BMW CEO Harald Krueger (shown above) has hinted that the i3 electric car and the i8 plug-in supercar could soon be blessed with a bouncing brother, perhaps in the form of the oft-rumored i5. Specifically, Krueger told Frankfurter Allgemeine Sonntagszeitung (as reported by Automotive News) that there was certainly room in the middle of the i sub-brand's current two-model lineup "from the number point of view." The exec declined to offer any additional information. Unlike the i3 and i8, which are their own unique products independent of the rest of the BMW range, the i5 will allegedly be based on 5 Series sedan. It would also eschew the all-electric approach of the i3 in favor of a new and different version of the plug-in hybrid powertrain used in the i8. Rather than that car's turbocharged, three-cylinder gas engine, 129-horsepower electric motor, and 357 total system hp, the rumored i5 – according to our most recent report – would be significantly more powerful. There are rumblings that the new model would have anywhere from 544 hp to 640 hp, with at least two electric motors (one on each axle, making it effectively all-wheel drive). On top of the high performance, the i5 will have no issue running on EV power. According to one report, there'd be up to 78 miles of electric range, and would run purely on electricity up to 36 miles per hour. Even then, the gas engine would only join the party when under hard throttle. What do you think? Will BMW come out with a four-door PHV that could potentially outrun the current M5? Have your say in Comments. Related Video: