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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:

The 2021 Cadillac Escalade's triple curved OLED screens are gorgeous

The centerpiece and crown jewel of the 2021 Cadillac Escalade is the triple OLED screen setup facing the passengers. It’s an imposing cowl with 38 inches of screen real estate in total, and itÂ’s a Cadillac Escalade-exclusive piece of technology. An interesting and unique feature like this has the potential to set Cadillac apart from the stiff competition in the luxury space.  Its appearance is just like that of the Cadillac Escala concept. We donÂ’t often get to see interior concepts carried into production, so thatÂ’s exciting on its own. The layout consists of a 16.9-inch touchscreen infotainment system, a 14.2-inch instrument cluster and a 7.2-inch touchscreen to the left of the cluster. All of the screens are curved and use OLED technology, which is commonly used on the screen of your Android phone, iPhone or TV. It allows for the deepest blacks, best contrast ratios and extremely vivid colors. In short, an OLED screen is going to look better than an LCD screen, and thatÂ’s why Cadillac is using it. We sat down with a few folks who could tell us more about it. Phil Kucera, Cadillac interior design manager, gave us some background on the decision to implement this tri-screen layout. “To be honest with you, it was a high-end leadership decision,” Kucera says. “There was a lot of, 'Hey maybe we donÂ’t put that on the base level. And why do you have to use OLED?' Because OLED is not the cheap way to go. So the fact that it stayed that size and remained OLED Â… I would bet that youÂ’re going to see other people doing something like this. There was a real push to try and get here first.” Sounds like the screen could have ultimately been a victim of cost-cutting measures. WeÂ’re glad it made it into production, because it looks promising. Sameer Gupta, GM's engineer manager responsible for infotainment, walked us through the new digital landscape. If you didnÂ’t like the old Cadillac software from before, youÂ’ll be happy to learn that this system is a completely new user interface, sharing nothing with any software before. Gupta told us that this is “a complete first-of use of this interface.” “When we started doing the system, we envisioned a system that had rich graphics, but was also simple and adaptive,” Gupta told us. After spending some time poking around in an Escalade, we can report that the new menus are full of rich graphics, pleasing animations and snappy transitions.

Cadillac plans upgrades to its Super Cruise hands-free system

Not content to let Tesla hog the spotlight with lofty claims about its autonomous driving capabilities, Cadillac plans major upgrades to its Super Cruise automated driving system starting next year, when the technology starts rolling out in more models. "The system that we have today, we continue to upgrade," Brandon Vivian, Cadillac's executive chief engineer, told The Verge. 'We have over-the-air re-flash capability, and you'll continue to see us add features and capabilities to Super Cruise going forward." A fellow top Cadillac engineer told the outlet they would not share specifics but said "We want to innovate" as competitors also make advances in self-driving technology. The news comes as Elon Musk says Tesla will launch a driverless robotaxi service in some U.S. cities next year, with "over a million cars with full self-driving, software, everything." The audacious claim hinges on a new Samsung microchip for self-driving vehicles. Last year, Tesla rolled out Navigate on Autopilot, which allows vehicles to change lanes, take exit ramps and choose the correct highway interchange and exit. At the New York International Auto Show, Cadillac announced that it will equip the forthcoming 2020 CT5 sedan with Super Cruise, though not initially. The brand plans to roll out a new model equipped with Super Cruise every six months starting in 2020 and going through the end of 2021, meaning four new models with the technology in two years. Super Cruise previously has been offered only on the CT6 Platinum, and as an option on other CT6 trim levels, along with a three-year OnStar package. It uses cameras, lidar mapping and radar, plus an infrared camera mounted atop the steering column to make sure the driver isn't nodding off, looking away for too long or climbing into the back seat. There's also an LED light bar on the steering wheel and Super Cruise icon on the instrument panel to let drivers know when the system is ready, not ready and ready to deactivate. But the system can't switch lanes and only works on around 130,000 miles of divided highways that GM has mapped with lidar-equipped vehicles. Vivian said the Super Cruise setup in the CT5 will be largely the same as in the CT6 and likened it to "a half step in between" a full next generation of the technology. GM also plans to eventually roll out Super Cruise to its entire U.S. lineup following its introduction in all Cadillac models. Autoblog named Super Cruise the 2019 Technology of the Year winner.