You don't hear a lot of executives admit when they or their company has made a blunder. When they do, it comes as a bit of a shock and helps you realize they are somewhat human. Case in point is Cadillac's marketing chief Uwe Ellinghaus telling Bloomberg they bit off bit a more than they could chew with the ELR pricing.
"The MSRP was, indeed, a mouthful. We overestimated that customers would realize our competitors were naked at that price," said Ellinghaus.
So why did Cadillac price the ELR so high? Well product planners believed if the ELR was close to the price of the Chevrolet Volt, people would go for the Volt. Also, the high price was seen as to signal this was a special car from Cadillac.
"We just wanted to make this a statement for the brand of how progressive we are," said Ellinghaus.
Sadly it hasn't worked with just 1,835 ELRs being sold in North America within the past 18 months. Also, dealers have been piling on incentives to get them off their lot.