Cadillac Escalade Platinum Edition on 2040-cars

Auto blog

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 Super Cruise priced from $2,500 on the 2021 Escalade

Super Cruise will find its next home in the 2021 Cadillac Escalade. The brand had rolled out Super Cruise three years ago on the CT6 as a $5,000 option for the top two trims, then switched up pricing for 2020 when MSRP increases on the top two trims made the more full-featured Super Cruise standard. Cadillac Society reports that the brand will make the hands-free driving technology an option on all but the base 2021 Escalade. On the Premium Luxury and Sport, the feature will cost $2,500, but requires the $3,650 Driver Assist and Technology Package that bundles adaptive cruise control, air ride adaptive suspension, automatic seat belt tightening and soft-close/cinching doors, enhanced automatic emergency braking and reverse automatic braking, and illuminated front sill plates. This brings the total to $6,150 for the middle two trims. The top Premium Luxury Platinum and Sport Platinum trims include the Driver Assist Package, making Super Cruise a no-fuss $2,500 option. The pricing is the same on the standard model and long-wheelbase ESV trims. Earlier this year, Cadillac announced the improvements its made to the SAE Level 2 autonomous driving system, prime among them being the automatic lane change feature. After the driver flicks the turn stalk to indicate the desired lane, the system will automatically locate an opening in traffic where it can safely change lanes. Numerous small improvements will make life easier for drivers, too, like 70,000 more miles of compatible highways, easier Super Cruise engagement, finer steering and speed control, smoother turns, better control through highway interchanges, and much richer map information. After the Escalade, the CT4 and CT5 sedans, and the XT6 are in line to receive Super Cruise blessings. A couple of years ago there were rumors that the XT4 and XT5 would get Super Cruise, but that's likely a ways off, if it happens. Related Video:

Submit your questions for Autoblog Podcast #325 LIVE!

We're set to record Autoblog Podcast #325 tonight, and you can drop us your questions and comments via our Q&A module below. Subscribe to the Autoblog Podcast in iTunes if you haven't already done so, and if you want to take it all in live, tune in to our UStream (audio only) channel at 10:00 PM Eastern tonight.
Discussion Topics for Autoblog Podcast Episode #325
Twin-turbo Cadillac CTS coming