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GM executive chief EV engineer says reducing cost of plug-in vehicles is 'huge priority'

As we know, another major automaker investing heavily in electrified vehicles is General Motors, and it's doing things much differently than rivals BMW, Ford or Nissan. The Chevrolet Volt extended-range EV is a modest seller at its $35,000 sticker price but a huge hit with owners. The Chevy Spark BEV, still in limited availability, puts smiley faces on its owners and drivers. The just-introduced Cadillac ELR, a sharp-looking, fun-driving $76,000 luxocoupe take on the Volt's EREV mechanicals, has admittedly low sales expectations. With this interesting trio in showrooms and much more in the works, the third vehicle electrification leader I collared for an interview at Detroit's North American International Auto Show (see #1 and #2) was Pam Fletcher, GM's executive chief engineer, Electrified Vehicles. ABG: Why do your EREVs need four-cylinder power to extend their range when BMW's i3 makes do with an optional 650 cc two-banger? "We designed [the Volt and the ELR] to go anywhere, any time" - Pam Fletcher PF: I get that question all the time: why not something smaller? You don't really need that much. You use the electric to its ability, then you just need to limp. But we designed those cars to go anywhere, any time, and we don't want their performance to be compromised. If you're driving through the mountains, we don't want you to be crawling up grades, or to be limited on any terrain. So it's optimized to be able to travel literally the biggest grades and mountain roads around the globe at posted speeds. Because what if you can't? Another good reason: when the engine is on, you have to run it wide open throttle, max speed, most of the time. And while we can do a lot with acoustics, and the ELR has active noise cancelation, a small-displacement, low cylinder-count engine at high speed, high load all the time isn't something you want to live with. That's how we came up with the balance we did among the key factors of performance, NVH [noise, vibration and harshness] and range. ABG: Where you go from here? Is the range-extender engine due for an update? PF: We know and love the current Volt, and there is still a lot of acclaim about it, so we think it's a good recipe. But we are heavily in the midst of engineering the next-generation car, which I think everyone will love and be excited about.

Cadillac ad boss is happy controversial Poolside TV ad created debate

Remember Cadillac's controversial commercial for it ELR plug-in hybrid? Did you find it provocative? If so, that's a good thing according to the brand's advertising director, Craig Bierley. First aired during NBC's coverage of the Olympic opening ceremony, the minute-long spot returned to the tele again this weekend, bookending the Academy Awards on ABC. Titled Poolside, the bit was meant as "brand provocation" and whether you enjoyed it or not – sentiment is said to run 3:1 on the pro side – we can probably all agree it fulfilled its role as such. If you were one of those who felt the ad erred on the side of nationalistic consumerism (or what have you), your anger might be somewhat assuaged after reading this article from Advertising Age in which Bierley addresses most of what he believes are misconceptions about the message. For one, the spot isn't aimed at the One Percent, just those who make $200,000 a year. Or, as Craig Bierley, Cadillac's advertising director, calls them, "people who haven't been given anything." Bierley told Advertising Age that the spot doesn't celebrate workaholicsm, instead, "We're not making a statement saying, 'We want people to work hard.' What we're saying is that hard work has its payoffs.'" While our commentors seemed mostly to enjoy discussing the value proposition that is (or is not, depending on your point of view) the Cadillac ELR, the majority appeared to enjoy the commercial. If you were one of those offended, however, let us know if your opinion has changed upon reading Cadillac's defense. If you don't remember what all the fuss was about, scroll below to take another dip in Poolside.

2020 Cadillac CT5 prototype shows off more lighting details

The elusive 2020 Cadillac CT5 luxury sports sedan has once again been spotted by a spy photographer. This time, we get to see it from all angles, whereas last time we only saw it from the front. It still has quite a bit of fake body work, and it's very clear Cadillac still hopes you'll think this is a Charger, from the big hood scoop to the fake full-width taillights. Digging past those misdirects, we can find some new details about the car. First, the car's front lighting has developed further. There are production-ready headlights fitted that appear to have some sort of LED illumination. These production lights also fit the shape we saw on the last prototype, so they'll end high up on the body, extending slightly horizontally toward the grille. There's still a section that extends back along the fender, seeming to bridge the gap between current Cadillacs and the Escala concept from which this car takes inspiration. Another addition are the vertical LED accent lights. This is another trademark feature of both current Cadillacs and the Escala, but they were absent from the last prototype we saw. We also get a look at some of the grille's details. Instead of slats, this CT5 has a plastic mesh of small rectangles. The pattern is reminiscent of brickwork. These photos also give us our first look at the back of the CT5. It looks like a fairly typical Cadillac. It's much more conservative than the front end. There are some angular cutouts in the bumper to allow exhaust gases out. The taillights have the current Cadillac look with the top curving over the rear fender. We can't tell if there will be a horizontal element like on the Escala, due to the fake lights. We're expecting the CT5 to be shown sometime next year in time for the 2020 model year. Odds are it will use off-the-shelf Cadillac engines including the turbocharged 2.0-liter four-cylinder, naturally aspirated 3.6-liter V6, and the twin-turbo 3.0-liter V6. Now that Cadillac has revealed its twin-turbo 4.2-liter V8, we'll be interested to see if that shows up in a future CT5-V. Related Video: Featured Gallery Cadillac CT5 prototype spy shots View 23 Photos Image Credit: SpiedBilde Spy Photos Cadillac Luxury Sedan cadillac ct5 cadillac escala