April 15--Cadillac is improving acceleration and range of the 2016 ELR, its plug-in hybrid luxury coupe, while dropping the price about $9,000 from its 2014 launch.
The ELR, which uses the Chevy Volt's 1.4-liter gas generator to repower the 55 kWh battery propulsion system, will start at $58,495 "net pricing after U.S. federal tax credits."
The most widespread criticism of the original ELR was its $75,000 sticker price, which was similar to the base model Tesla Model S 60kWh full-size sedan (since replaced by an all-wheel-drive version).
Though Cadillac insists the ELR is not competing with Tesla, it's adopting the all-electric automaker's precedent of listing cars with applicable federal tax credits.
Buyers of the ELR will get a $7,500 federal credit that wasn't factored into the 2014 sticker price. So the ELR will be just under $66,000 before the credit; $58,495 after the credit. State rebates can get it down to $55,000.
"It's become accepted industry practice to calculate the federal discount because 100 percent of buyers will get it," explains David Caldwell, spokesperson for Cadillac.
While a stiffer chassis and revamped grille has become standard industry practice for the modest refresh, the 2016 ELR gets a 25 percent boost in power and torque, largely from software updates.
"The engineers wanted to dial in a more sporting character for the drivetrain," Caldwell says, adding that the accrued learning from both the Volt and ELR helped engineers optimize characteristics that improve low-end torque without compromising battery range.
The all-electric range improves from 35 miles to 39 miles, while the 0-60 mph time drops by 1.5 seconds, to 6.4 seconds. Total range increases to 330 miles from 300 miles, and torque improves to 373 pound-feet from 295; total horsepower is up to 233 from 207. Weight is virtually the same.
Also new for 2016 is an optional performance package, or chassis package, that includes 20-inch summer-only tires that improve grip, Brembo brakes to cut braking distance, and a meatier steering wheel.
The performance improvements alongside a price drop underscore the challenges for the ELR.
In mid-2014, some dealers were offering five-figure discounts for the plug-in hybrid, according to Green Car Reports. Cadillac only sold 1,310 ELR in 2014, which was about 40 percent less than expected by IHS Automotive analysts.
"The volume isn't as important for this car," Caldwell says. "It's not a mass market exercise. It's an innovative car that's driving a new audience to the Cadillac portfolio."
If luxury coupes are considered a niche, then the plug-in hybrid ELR is a niche within a niche, Caldwell says.
While plug-in sales have been flat of late, the niche is expected to grow. The premium German automakers are preparing an onslaught of plug-in offerings; Mercedes-Benz will have 10 new plug-in models by 2017; BMW already has the i3 compact and i8 sports car, with plug-in variants of the 3-series and X5 coming to market in 2016.
The ELR has the advantage of being first, and now it's priced in a range to sell.
rduffer@tribpub.com
