Cadillac is not going to pull any punches when it comes to promoting its plug-in hybrid ELR. In the real world, the company is showing off the Wreath And Crest's coupe with Chevy Volt technology at exclusive events with "groups whose members are affluent, green-minded and have an appreciation for design and innovation," says Automotive News. That evidently means young Hollywood celebrities and other well-to-do demographics. As Cadillac global chief Bob Ferguson recently told the industry publication, "If you live on the West Coast and you're an architect and you've given to environmental causes, you're probably going to hear about the ELR. We have sliced and diced who is likely to buy this vehicle."

"We have sliced and diced who is likely to buy this vehicle" - Cadillac's Bob Ferguson

In the realm of advertising, Cadillac evidently thinks a fast-talking, USA-USA-USA! Type-A personality is just the kind of guy who will convince those celebrities and architects to buy one. For proof, look no further than the star of this new ELR ad called Poolside that Cadillac is airing during the Olympics. There are almost no details about the ELR in this ad, just a whole lot of attitude mixed with humor (the "We got bored" line is funny).

In fact, there's almost no indication that the ELR is an extended-range hybrid at all. Short of a brief moment where our hero, actor Neil McDonough, unplugs his car from its charging station, you'd probably never know it's got an EV mode at all. That's undoubtedly a calculated bet by Cadillac, whose ad execs have undoubtedly noted that most electric cars are not selling well with an eco-first message, so they appear to be going with style and swagger instead. Scroll below to see what we mean.

The ELR has a starting MSRP of $75,000, and at that price, it's already out of reach for most Americans. Automotive News suggests that annual ELR production is likely to be just shy of 5,000 units, so Cadillac could be on stable ground trying to appeal to such a limited number of buyers. What type of buyers? Well, that remains to be seen.



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  • 202 Comments
      m_2012
      • 10 Months Ago
      People with ELR money are not exactly stupid. They are going to research what their money is going to buy. You can get a larger, faster, more efficient, and better driving car by buying a Tesla. Or buy a Volt AND a CTS. Or get a CTS-V and pocket the rest for gas money and tires!! Production might be 5,000 but sales are going to much less. Sorry GM, you screwed this one. Time for record setting rebates - could this be the first car with $25K on the hood? Looks like it.
        the.fog
        • 10 Months Ago
        @m_2012
        People with ELR money will buy on impulse... They don't need to research anything.
      Terry Actill
      • 10 Months Ago
      No idea who that actor is so that's my first problem. Not interested in something with no space for passengers; I have friends. If I had that kind of disposable income and I wanted a frivolous two seater I'd buy a 911 or even a Corvette not this. From what I've read it doesn't appear to be a very exciting car. That's kind of important when you drop over $75K.
        m_2012
        • 10 Months Ago
        @Terry Actill
        No space, no utility, no performance, and average fuel economy. Still has to be maintained like a regular ICE and battery replacement just like an EV. The worst of both worlds. For ELR money, might as well get a Corvette for fun AND a Cruze for economy and to save miles on the Vette.
        paulwesterberg
        • 10 Months Ago
        @Terry Actill
        You don't need friends, you're exceptional, you deserve this car.
        the.fog
        • 10 Months Ago
        @Terry Actill
        People who are interested in this would NEVER consider a legitimate sports car.
      Kuro Houou
      • 10 Months Ago
      I'm sorry, but a Tesla just blows this Volt away.. Simple as that.. It looks better for one, although I will give interior quality to Cadi as the Tesla could be a bit more refined. Exterior though Tesla easily wins. Then as a Green car, Tesla hands down wins again.
      GR
      • 10 Months Ago
      Pretty funny commercial! They should've put this on during the Super Bowl. Sure it's for a $75k car, but Maserati did the same thing and their commercial wasn't nearly as good as this.
      Car Guy
      • 10 Months Ago
      I've heard the noise from the ICE is simply awful from this vehicle. Very harsh and unrefined. Tesla is still ahead of the game with their 200+ mile range.
        the.fog
        • 10 Months Ago
        @Car Guy
        The engine acts as a generator. That's why it sounds different.
        m_2012
        • 10 Months Ago
        @Car Guy
        If anything like the Volt, which I guess is exactly, then it is very harsh. I test drove one twice and could not believe that was deemed acceptable. Maybe in 2001, not 2013. Honda had smoother engines 20 years ago; maybe GM needs to start buying engines from them again?
      ctsmith1066
      • 10 Months Ago
      This car is such a fiasco. It's just so cynical.
      CoolWaters
      • 10 Months Ago
      The commercial IS Great. The car is the Best Looking Cad in Years. http://www.youtube.com/watch?feature=player_embedded&v=cPJZaG4_nNM#t=322
      Db
      • 10 Months Ago
      Really don't like the ELR but love that commercial. LOL... perfect!!
      axton72op8
      • 10 Months Ago
      i think the elr is awesome. the price is about what it should be, but theres a few caveats. it would be perfect if the size of a 3 series and could hit 60 in about six about six seconds.
      Hernan
      • 10 Months Ago
      I hate the commercial (and I'm not poor, stupid, or lazy. In fact, in about 2-3 years I'll be the target demographic). It's a fallacy that one must sacrifice one's life to work in order to be successful. A lot of other countries have it figured out a lot better than we do. Stopping by the cafe after leaving work at a reasonable hour and taking a month off each year add much more to your happiness than a Cadillac ELR (that you drive back and forth to work) ever will.
        brotherkenny4
        • 10 Months Ago
        @Hernan
        Some people, even if montarily successful, are not all that bright. Some like the suffering that comes with personal sacrifice, as they are trying to make up for the sick hidden thing that they are. Cadillac and Chevy have traditionally been a conservative's car company. They appeal to those that hide their true nature and live as christian morals dictate. Their denial of their true nature tends to make them feel superior, because they can force themselves to not do as they desire (self control as they see it). This in turn makes them very judgemental and bitter towards those that are open and happy, because they feel that everyone should sacrifice their happiness for the good of the controllers of morality. This is a long way of saying the right wingers who are in the closet would find this "deny yourself and grind yourself to death" mantra an appealing life style. They feel superior because of it and can't understand why everyone else isn't in to it. There are probably enough of them still to sell a few of these cars.
        Marco Polo
        • 10 Months Ago
        @Hernan
        @ Hernan Your comment is evidence the ad is working ! The best ad's for luxury products, appeal to potential buyers, while attracting indignation from non-buyers.
          Hernan
          • 10 Months Ago
          @Marco Polo
          Marco I don't get it. Your insinuation seems to be that I'm indignant because I can't afford it, but that's off the mark. The commercial is playing to an "elite" stereotype that is, at best, outdated. And by the way, the best ads for luxury products make those who can't afford them wish they were rich. I don't think anyone wants to become the dbag in this commercial.
        mapoftazifosho
        • 10 Months Ago
        @Hernan
        That's really the primary thing that just turned me off to this spot. The actor was great, the pace was great and the music was even perfect, but this arrogance is simply disgusting... The BMW i8 ad was so much better IMO. It built suspense, was visually stunning and it didn't have to offend anyone... http://www.youtube.com/watch?v=XgxsUiY_n0w
      paulwesterberg
      • 10 Months Ago
      Ahh a tribute to conspicuous consumption, how original.
      usugo
      • 10 Months Ago
      Someone dumb enough to pay a premium price for a chevy volt?
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