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    Cadillac ELR To Begin Production In Late 2013



    William Maley

    Staff Writer - CheersandGears.com

    October 16, 2012

    Cadillac's long-awaited extended-range electric coupe, the ELR will begin rolling off the lines at GM’s Detroit-Hamtramck plant beginning in late 2013.

    “The ELR will be in a class by itself, further proof of our commitment to electric vehicles and advanced technology. People will instantly recognize it as a Cadillac by its distinctive, signature look and true-to-concept exterior design,” said GM's North America President Mark Reuss.

    GM is investing $35 Million into the plant to get it ready to build the ELR.

    Source: GM

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.

    Press Release is on Page 2


    Cadillac ELR to be Built at Detroit-Hamtramck

    • Plant gets $35 million investment for extended-range electric vehicle

    DETROIT – Preparations will soon be under way at the Detroit-Hamtramck Assembly plant to build the Cadillac ELR, a luxury coupe featuring extended-range electric technology, General Motors North America President Mark Reuss said Tuesday.

    “The ELR will be in a class by itself, further proof of our commitment to electric vehicles and advanced technology,” Reuss said in a keynote address at the SAE Convergence Conference in Detroit. “People will instantly recognize it as a Cadillac by its distinctive, signature look and true-to-concept exterior design.”

    Production is scheduled to begin in late 2013.

    The addition of the ELR to Detroit-Hamtramck represents a $35 million investment and increases total product investment to $561 million since December 2009. It is the first two-door car built at the plant since the 1999 Cadillac Eldorado.

    "This investment reflects the corporation’s confidence that the highly skilled members of UAW Local 22 can successfully build one of the most technologically advanced vehicles in the world,” said UAW Vice President Joe Ashton, who directs the union's GM Department. “The hard work and dedication of our members demonstrates that we can competitively manufacture products for the future right here in Detroit.”

    The ELR is the production version of Cadillac’s Converj, a concept vehicle revealed at the North American International Auto Show in 2009. The ELR will advance the design theme of the Converj while featuring an electric propulsion system made up of a T-shaped lithium-ion battery, an electric drive unit, and a four-cylinder engine-generator. It will use electricity as its primary power source to drive the car without using gasoline or producing tailpipe emissions. When the battery’s energy is low, the ELR seamlessly switches to a gasoline-powered electric generator to allow hundreds of additional driving miles. The lithium-ion battery will be built at GM’s Brownstown Battery Assembly plant in Brownstown, Mich.

    Detroit-Hamtramck is the only U.S. automotive manufacturing plant that mass produces extended-range electric vehicles. The plant is home to the Chevrolet Volt, Opel Ampera, and Holden Volt extended-range electric vehicles. Extended-range electric vehicles are exported to 21 countries from the plant.

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    I hope GM keeps the expected sales volume low on these. I am sure they will sell but not in great numbers. If they go over board on the numbers it will only give the enemies of these cars ammo.

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    This is going to be a neat low volume halo car.

    It will be at that. I just don't want to see it beat on by media and idiots that do not understand what the real goal is here. Also I do not want GM to say we will build 50,000 a year. I would rather they under estimate the total. It is better to underestimate production vs over estimate it and look a failure.

    At least this one will hit the market unlike many other delayed electric cars like Fiskers next cat that may show up in 14-15-16 if ever.

    I hope they toss in some performance suprise here like a turbo 4 and bigger electric motors.

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    This is going to be a neat low volume halo car.

    It will be at that. I just don't want to see it beat on by media and idiots that do not understand what the real goal is here. Also I do not want GM to say we will build 50,000 a year. I would rather they under estimate the total. It is better to underestimate production vs over estimate it and look a failure.

    Some of the know-nothing asshats in other forums I'm active in are already calling it the 'Cimmaron II".

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    GM really needs to get across this is not a Prius and what the goals really are, other wise the truth will get twisted and bent as much as it did in tonights debate.

    GM needs to line out the goals and the reasons for this car. They need to address this is the seed to start growth of the segment that this car and the Volt represents. They need to state clearly this is not a car for everyone but it will grow into a segment that will suit attention into the future.

    If they had given up on the Gas powered automobile in 1900 as being too expensive, complicated and short on range where would we be today. But many like Ford, Leland, Olds, Benz, Winton etc kept at it and created a market where the cars imporved.

    Today people have little long term vision and already can't wait for the I phone 6. Somethings still take time and work to achieve and this is one.

    Cadillac needs to do something to make this special. It can not just be a good looking Volt. It needs to offer improved performance and things just not possible in a Volt. It also needs to be better than the Tesla and do it cheaper.

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    GM really needs to get across this is not a Prius and what the goals really are, other wise the truth will get twisted and bent as much as it did in tonights debate.

    GM needs to line out the goals and the reasons for this car. They need to address this is the seed to start growth of the segment that this car and the Volt represents. They need to state clearly this is not a car for everyone but it will grow into a segment that will suit attention into the future.

    If they had given up on the Gas powered automobile in 1900 as being too expensive, complicated and short on range where would we be today. But many like Ford, Leland, Olds, Benz, Winton etc kept at it and created a market where the cars imporved.

    Today people have little long term vision and already can't wait for the I phone 6. Somethings still take time and work to achieve and this is one.

    Cadillac needs to do something to make this special. It can not just be a good looking Volt. It needs to offer improved performance and things just not possible in a Volt. It also needs to be better than the Tesla and do it cheaper.

    I agree with you Hyper,

    So what is the real story here? What is the real message to the masses?

    I have to admit that while I am excited by this car and my personal understanding is this is a long range green car for the luxury market but with more performance so it will not be as fuel efficient as the Volt but still way better than if it was just another luxury 4 door.

    I honestly do not know the marketing message for this car yet. Does anyone else know what GM is trying to get across with this auto?

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    My thought is the newest technology goes in here. GM has already been working on gen 2 and 3 for the Volt so I would say add to this car first and move it to the Chevy when the next gen is available.

    The idea here is a play toy for those with money that are buying Tesla's and Fiskers. It also is a car that will use less gas.

    I also see them playing with the ICE and Electric combo for different performace. We already know the electric motors are instant torque and how could that be made to cut MPG but still keep performance in the car. I see GM playing around with the combo and as batteries improve the range and speed will increase.

    Like in the debate last night Obama was saying how great it will be that we can go more than twice as far in the new cars because of the standards. The real question will they have is sorted out by then that we will have cars we will want to go twice as far in.

    Right now they are all looking for what will work with the public.

    I see this as a way for GM to spread the cost of the Volt but also play around to see just what people like or will accept. Think of this as a live test for product.

    Lets face it no one has made a affordable luuxury electric car that looked good. I think they are just seeing what could be done for less than a Tesla and a car styled more than a science experiment.

    I think this car will be a learning experience not just for us and GM but also for the industry.

    Edited by hyperv6
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    Well they've already learned that people don't want electric cars, so what exactly is the point except to cut losses on Voltec?

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    Blu you miss the point.

    There is a growing market for these cars though it is small now. In time as they improve in range and power they will become more and more popular. The truth is I see the Electric cars taking off more in Europe with the strong green party support there not to mention their near $10 a gallon of gas or more.

    In the mean time companies even like Porsche and Ferrari are combining electric and ICE into performance cars.

    This is a time of discovery, invention and growth for these cars. It is not a case where companies just say we will build them when people want them as they need to create a market to get suppliers willing to invest into better and new technology.

    Lets face it these cars are just one step away from a Science experiment but they are growing more and more into cars that are almost like a normal car. GM has the best Idea for the moment but the only thing holding them back is price. Get the price down on the Volt to where the Prius is and people will say Prius what?

    In time we will have better batteries and motors with the investment. Lets face it what ever supplier comes up with the right parts stands to own the market with all MFG's. The Automaker who can come up with the right combo can also make a fortune on license fees to other makers for their technology.

    Either way this is one of those deals you have to walk before you can run. Also if you don't walk you will never run.

    Edited by hyperv6
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    I'm told that the interior will be among GM's finest.

    Let's hope so. It needs to carve a niche for itself, and the 'Luxury' part of the equation can very well be that niche...

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    I keep hearing the ELR being compared to the Tesla and I hope that GM understands the performance/economy balance that Tesla has is the wining formula in this low volume segment.

    IF A SMALL COMPANY LIKE TESLA CAN MAKE THE MODEL S COMPETITIVE SO CAN GM!!

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    This won't be nearly as good as a Tesla Model S from a performance standpoint. The Model S with the best battery/motor combo has a 0-60 time of 3.9 - 4.3 seconds depending on who tested it. That's pretty fast.

    I am not really sure what this will compete against, there are no other cars that close to it. When you think of $50-60k 2-door sports cars you think Z4, SLK, Boxster/Cayman, even Corvette. Those cars have way more performance than a FWD Volt based car will and 3 of the 4 have good interior too. People that want high MPG usually don't care about luxury, that is why the Lexus HS250h and CT200h bombed, and I don't think I've ever seen an S400 hybrid on the road, but I see S550s every day.

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    ^ The reason --as no doubt you can attest to-- that the s400 is a flop, is because a flagship luxury car cannot succeed with a V6, right? :P

    RE the Tesla S, IS it 'competitive'? What have it's sales been to date?

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    ^ Looking forward to seeing that, and that could easily go miles towards grabbing buyers vs. a performance stat.

    I don't see the ELR being marketed as a bona fide sports car, anyway.

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    ^ The reason --as no doubt you can attest to-- that the s400 is a flop, is because a flagship luxury car cannot succeed with a V6, right? :P

    RE the Tesla S, IS it 'competitive'? What have it's sales been to date?

    The Tesla and Fisker Karma don't sell either, very few people want to pay mega bucks for electric cars. The case for hybrids or high mileage exists more with environmentalists looking to save on transportation costs. Thus why the Prius has been a success and the Lexus attempts flopped.

    The A8 and 7-series have 6-cylinder power as well, that is going to be coming to all cars. The S400 doesn't make sense, the mileage is too low, the S350 Bluetec makes sense because it has 455 lb-ft and gets 31 mpg. Plus the reliability of diesel and that all appeals to the commercial use of the S-class. My guess though is the V8 crushes those in sales though, gas is cheap here. The diesel S-class is here for CAFE offset of the V12, limo market that wants reliability and high mileage and just in case gas prices rapidly go up.

    To me, people that pay $60k for a car, or especially $100k for a car don't want slow, they want performance, that is why all these eco-luxury cars don't sell, it is like making an hybrid V6 Corvette, no one wants that, they want a big V8.

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    The Interior of the ELR is said to be beyond anything GM has ever done.

    But at the same time, what have they done? And it is hard to sell a pricey car on just interior without any performance. Unless they are doing a Rolls Phantom level interior and selling that for $60k, I just can't see this car selling. Cadillac is wasting money and resources that could go to a RWD flagship sedan or a true sports car, or a RWD mid size SUV.

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    The Interior of the ELR is said to be beyond anything GM has ever done.

    But at the same time, what have they done? And it is hard to sell a pricey car on just interior without any performance. Unless they are doing a Rolls Phantom level interior and selling that for $60k, I just can't see this car selling. Cadillac is wasting money and resources that could go to a RWD flagship sedan or a true sports car, or a RWD mid size SUV.

    I totally disagree, here in Seattle as in Portland, the Hybrid and electric luxury auto's seem to sell well as I see a ton of them every day and I cannot wait for Caddy to get into this segment.

    The new Money being in High Tech seems to also go with the green movement.

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    The Interior of the ELR is said to be beyond anything GM has ever done.

    But at the same time, what have they done? And it is hard to sell a pricey car on just interior without any performance. Unless they are doing a Rolls Phantom level interior and selling that for $60k, I just can't see this car selling. Cadillac is wasting money and resources that could go to a RWD flagship sedan or a true sports car, or a RWD mid size SUV.

    The ATS is being compared to as equal or above the 3-series in some reviews. So I guess we'll see what else Cadillac can do.

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    The Cadillac will sell but we have to think in electric car volumes. It may sell about the same as the Volt at best. The Tesla and Fisker are more toys for the wealthy to play look at what I have. They are priced well beyond for what you get but most of these guys also have a Bently or Benz in the garage too.

    The appeal of the Cadillac will be that it will be cheaper than the other two. It also will have a dealer network in every city vs the others that have to be flat bedded to where ever you can get it fixed. Finally the Cadillac is a car that you really can drive. Run out of power and you still make it home.

    Like it or not the GM system is the best sorted one out there right now and offers the best option till better batteries come along. The only issue killing the Volt is cost but GM knew that as anyone informed knew that too. GIven time the cost will come down. Also with the changes coming for gas engined cars to meet 53 MPG their cost will go up.

    The electric car market is only just past the birth stage and will take time to grow and develope. If there were no market of any vehicles we would see little to no growth as we have for nearly 100 years. If there is a market people will invest in it. The company that makes a battery or power system that delivers will be the next Apple. Crack this tough nut and the cash will flow in. The reward is there but it will take time and money to reach it.

    The ELR will be pushed as a Luxury coupe with great perfomance and very good handling. The torque will help with the performance and the battery weight will help in ride and handling. It will not be termed a sport coupe but a sporty couple, Performance will be expressed not implied.

    Edited by hyperv6
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