Why Caddy has 2 ways to play the ELR pricing game
January 17, 2013
by Mike Colias
DETROIT -- The most common question on the lips of onlookers who saw Cadillac unveil its flashy and fuel-sipping ELR plug-in hybrid at the auto show was: "How much?"
It's too early for General Motors execs to discuss price. The coupe won't hit showrooms for about a year. But the guessing has begun.
I've heard estimates anywhere from the low $50,000s to north of $70,000.
How could the spread be that big? Because GM could look at the decision in two very different ways:
1. Put a relatively inexpensive sticker on it -- let's say low $50,000s. That would show that GM wants to get some modest volumes from the ELR so it can continue to drive down per-unit component costs of the Volt powertrain.
2. Slap a big sticker on it -- say mid-$60,000s or higher -- to test just how rejuvenated the Cadillac brand is.
Full article at link.