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Cadillac chief marketer admits ELR is 'a big disappointment'

During the Cadillac XT5 global launch in Dubai, Automobile interviewed Cadillac Chief Marketing Officer Uwe Ellinghaus and got the CMO to touch on just about every major issue affecting the brand and the industry. After two years on the job, having come from 15 years at BMW, Ellinghaus naturally started with the "passionate Cadillac customers" and "iconic brand" spiel, then they got into a top-down look at where America's preeminent luxury brand stands. Ellinghaus said Cadillac is in a period of transition, lately focused on smaller and more performance-oriented vehicles, which has alienated a chunk of veteran customers and left others trying to figure out what Cadillac is about. He believes that "for a few more years, the products will probably be stronger than the brand," while he does his work of conveying what the company has to offer. But the brand had to make the switch, because "Generation X and Y will make 80 percent of all actual buyers in the next five years..." On top of that, he'll be working on making sure the customer and dealership experiences are where they need to be. Speaking of dealers, Ellinghaus thinks the future will not be brick-and-mortar shops, but digital pickup-and-delivery services. "Nobody wants to go to a dealership for service and maintenance," he says. He said the ELR has been "a big disappointment," but it has taught Cadillac that converting its existing line-up to plug-in hybrids is a better way forward. However, he characterized the plug-in hybrid as "the next all-wheel drive," in that everyone's going to offer it soon, so it will be "an entry ticket into luxury automobiles rather than a differentiating aspect." The CMO thinks the CTS is suffering because of the decline in the US midsize luxury sedan market in general thanks to the SUV and crossover craze, so the brand really needs another small SUV. Head over to Automobile for more of Ellinghaus' intriguing answers, like "I do believe that very long-term hydrogen is really the way," and "it's time to get real" in Europe. Taking a dig at Volkswagen on that last matter, he also said, "I think the absence of the diesel is not as much of an issue as it was eight weeks ago." Related Video:

Corvette's Performance Data Recorder headed to other cars, will Cadillac ATS-V be first?

For 2015, the Chevrolet Corvette Stingray gained a novel piece of high-performance technology: The Performance Data Recorder. This trick system combines video from a front-mounted camera with in-car data and GPS information to help drivers record and study their lap times, complete with data overlays. While it's a clever tool for track days, it's also finding popularity as a built-in dash cam of sorts. To this point, the technology has been a Corvette exclusive, but General Motors' executive vice president of global product development, Mark Reuss, has confirmed to Autoblog that it will soon be available in other vehicles.
At a media luncheon on Thursday, we asked whether GM was keen to expand usage of the technology to other models, and if we could expect to see something soon. Reuss coyly replied, "What's soon?" When we suggested the 2016 Cadillac ATS-V (which is scheduled to debut at next week's LA Auto Show), he replied, "There will be other uses, and it won't be that far away. How's that?"
Certainly not an outright confirmation, but we wouldn't be at all surprised to see the next high-po Cadillac roll under the klieg lights at the Los Angeles Convention Center next Wednesday brandishing more than just 450 horsepower.

GM is training more first responders for EV emergencies in the U.S. and Canada

GM is training more first responders to be able to handle emergencies involving electric vehicles. The automaker is "significantly expanding" its EV First Responder Training program in the United States and Canada as electric vehicle sales continue to grow. Its initiative will primarily focus on training firefighters and equipping them with the necessary knowledge about full electric vehicle technologies. GM says it's hoping to dispel misconceptions when it comes to handling EVs in emergency situations. One of those misconceptions is that water is dangerous around EV batteries — turns out the recommended way to put out lithium-ion battery fires is by using copious amounts of water.  Andrew Klock, a senior manager of education and development at the National Fire Protection Association (NFPA), said: "The best way for the public and private vehicle fleet owners to rapidly adopt EVs is to train firefighters and emergency responders on how to handle incidents involving battery powered vehicles. The fire service has had more than 100 years to gain the knowledge needed to respond to internal combustion engine fires, and it is critical that they are now educated on EV safety." The NFPA held trainings of its own that had benefited 300,000 first responders, but it believes more than 800,000 members of the community still need further training.   GM previously piloted the program in southeast Michigan, but now it's conducting training events across Michigan and in Fort Worth, Texas, as well. Later this summer, it's bringing the program to metro New York City and Southern California. Participants will have to attend four-hour sessions, with up to two per day, held in various venues, such as fire houses and dealerships. Interested first and second responders can register through the program's dedicated website and earn a certificate from the Illinois Fire Service Institute if they score higher than 70 percent on the learning assessment by the end of their training.  The automaker already has a few EV models on the market, including the Chevy Bolts, the GMC Hummer EV and the Cadillac Lyriq. It has huge electrification plans for the future, though, and training responders could help make potential customers more receptive to the idea of switching to electric vehicles. GM aims to launch 30 EV models by 2025 and to exclusively sell EVs ten years after that. Related video: Green Cadillac Chevrolet GM GMC Safety Electric