Cadillac exec admits that the ELR is a "big disappointment"

With its coupe layout and high price tag the ELR has failed to find many buyers and now Cadillac’s Chief Marketing Officer has admitted that the ELR is a “big disappointment.”

2016-Cadillac-ELR

It’s no secret that the Cadillac ELR plug-in hybrid is not the success that Cadillac had hoped it would be. With its coupe layout and high price tag the ELR has failed to find many buyers and now Cadillac’s Chief Marketing Officer has admitted that the ELR is a “big disappointment.”
Speaking to Automobile Magazine, Uwe Ellinghaus revealed that the ELR has failed to meet expectations. “We tried to create a car that was the niche in the niche in the niche and that was where the volume ended.” Even though the ELR isn’t selling well, Ellinghaus says that he still wants it in Cadillac’s lineup, since “it is a statement how progressive how Cadillac is and that we can tackle electromobility in the brand.”

2016-Cadillac-ELR

Related: 2016 Cadillac ELR gets more power and tech

Going forward Cadillac is going to take a more conservative approach, by simply making plug-in hybrid versions of its existing models. The first will be the CT6 plug-in hybrid that will arrive one year after the launch of the CT6 next year.

Source: Automobile Magazine