Cadillac's web page (emphasis mine below):
"ELR is the provocative embodiment of imagination and inspiration. An uncompromising luxury coupe for those who ask, “What’s next?” For those who recognize the possibility of “what if” and dismiss the thought of what can’t be done. It’s for those who seek opportunities to move the world forward. And who believe that only by working hard are we able to experience the best life has to offer.
Introducing the all new 2014 ELR. With its forward-thinking technology and forward-leaning design, ELR is an original thought in a sea of conformity and our most advanced luxury coupe ever."
It also describes how it's the Converj concept car brought to life, which I think is another positive angle.