Cadillac ELR Sales Pretty Dismal

You may recall when I reviewed the Cadillac ELR earlier this year, I said the price “shocked me.” Looks like I am not the only one.

Cadillac’s ELR hybrid appears to be stuck in a sales rut, with only a few dozen sales reportedly logged for May.

The company is said to have sold just 293 units for the year, averaging fewer than 60 vehicles leaving showrooms each month, despite a heavy marketing campaign over the winter, according to figures tracked by Autodata.

The ELR borrows the Chevrolet Volt’s powertrain, offering similar electric-only range of 37 miles. The luxury-badged coupe is more powerful than its downmarket cousin, however, producing 207 horsepower and 295 lb-ft of torque.

Price is the oft-cited factor blamed on sluggish sales, as the ELR fetches $75,000 — more than the base Tesla Model S and twice as costly as the Volt.

“It is one of those things that is going to take some time,” Cadillac spokesman David Caldwell told USA Today, adding that the company is not yet measuring success by sales volume.

The company last month introduced an incentive program for dealers, providing $5,000 to $10,000 bonuses to allocate ELR units for test drives. Franchisees can also fetch $2,000 for every ELR sold in July, and $1,000 for each hybrid pushed in August. Separate reports suggest General Motors had 1,700 units in stock last month, enough to meet current demand for more than two years.

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