The 2014 Cadillac ELR that was revealed at this week’s Detroit Motor Show is a stylish extended-range hybrid, 2+2 coupe based on the same Voltec platform as the Chevrolet Volt.
Of course, while quite similar (but not identical) under the skin, the two GM hybrids belong to entirely different segments. The Volt is supposed to be a higher-priced alternative to mass-market rivals such as the plug-in Toyota Prius, while the ELR is a premium product.
Until now, GM hasn’t let anything slip about the ELR’s pricing. Given that the Volt starts at around US$40,000, excluding federal and state tax rebates and dealer discounts, means that the more upmarket ELR will be more expensive.
Cadillac’s vice president of marketing Don Butler would not disclose the price but believes that the brand has the clout to price the ELR, which will go on sale early next year, accordingly.
“It is a Cadillac. Real leather, real wood, stunning design… The ELR is a luxury vehicle, and you can expect prices in those realms. There’s nothing like this on the road”, he told Wards Auto.
Will a high price tag be a deterrent for customers? Butler doesn’t think so; in fact, ELR production will be kept deliberately low anyway because, as he explained, “luxury buyers want exclusivity. That’s why we know this car is really going to work for us”.
By Andrew Tsaousis
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