It’s proving to me that maybe Americans can hope not to go down in history as the arrogant materialistic egomaniacs for which we are gaining a reputation.
Even American advertisers advertising to American consumers seem to believe all we care about is working every day of our life and ignoring our families so we can buy expensive cars.
Okay, maybe that’s a generalization, but at least one car company took that approach to sell a new model, and wouldn’t you know it, that model now looks to be on track to go down in history as one of the biggest automotive flops of all time.
The car itself is cool. With a radical design and electric powertrain, the car should be at least somewhat of a success. There are some major problems, though: The ELR is basically a re-skinned Chevy Volt, it’s priced right up there with a Tesla Model S, and its advertising is something most sane people don’t want to be associated with.
It’s no surprise the car isn’t selling. In fact, it’s selling so poorly, there’s currently a 725-day supply sitting on dealer lots. That’s 2 years’ worth.
Automotive News says dealers are being offered a $5,000 incentive to get people test-driving the car if they have seven or fewer ELRs on their lots, and $10,000 if they have more than seven units. Each demo car must log at least 750 miles.
GM is also offering a $3,000 customer incentive to purchase or lease an ELR, and dealers can qualify for a $2,000 incentive in July for selling ELRs.
A much simpler solution would be to just knock $35,000 off the MSRP. Forty grand would be much easier to stomach for a Caddy than the ridiculous $75K the company currently wants.
What’s your electric car of choice: Tesla Model S or Cadillac ELR?