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Confident new Cadillac marketing boss ready to take on Tesla, BMW

When there's a former BMW executive heading Cadillac's efforts to boost sales of its only plug-in, it's a pretty safe guess that the marketing emphasis won't be on environmental friendliness and tree-hugging tendencies. The General Motors luxury brand has appointed ex-Bimmer executive Uwe Ellinghaus to be its marketing chief late last year, and the German-born Ellinghaus is now saying that he's targeting potential customers of Tesla Motors, in addition to BMW, for potential growth in sales of the Cadillac ELR extended-range plug-in. Appointed to Cadillac's head of marketing last November, Ellinghaus recently told Advertising Age that GM needs to highlight the Cadillac's looks and performance. He complimented Tesla for putting more emphasis on those attributes in the Model S than on its lack of emissions or lack of refueling costs (but Tesla hasn't shied away from highlighting the EV's savings). Ellinghaus says that trying to gear advertising "for people who are tree-huggers and green-wash an entire brand" won't be successful. You don't say. So far, the ELR hasn't made much of a dent in US car sales. Through May, Cadillac, which spent about $280 million on all of its US marketing last year, sold 293 units, whereas Tesla had been approaching the 11,000-unit figure for the Model S. With that in mind, Cadillac may be working on a sportier version of the ELR, as spy shots of a test vehicle from May revealed larger brakes and wheels. You can read our First Drive impressions of the ELR here.

Cadillac exec realizes ELR pricing was stupid high

At least one Cadillac exec has finally started to come to terms with something we knew all along: the initial $75,000 price for the ELR plug-in hybrid was way too high. The bad decision in part led to the model selling just over 1,000 units last year. Company marketing boss Uwe Ellinghaus recently gave an interview to Bloomberg where he discussed what went wrong. "The MSRP was, indeed, a mouthful," Ellinghaus said to Bloomberg. "We overestimated that customers would realize our competitors were naked at that price." People balked at the ELR's price from the very start, and dealers were receiving $5,000 at one point just for getting customers to test drive the PHEV. Later, some incentives for buyers were as high as $14,000. Cadillac planners saw a conundrum when it came to the ELR's price. Too low of a figure was thought to bring the model close to the Chevrolet Volt, and $75,000 was also believed to signal Caddy's PHEV as something special. "We just wanted to make this a statement for the brand of how progressive we are," Ellinghaus said to Bloomberg. Cadillac is now working to rehabilitate the ELR's reputation with a host of updates for 2016. Buyers get a 25-percent boost in powertrain output, additional standard features, and the whole package comes with a $9,000 drop in price. The tweaks should help the luxurious PHEV make a better second impression. Related Video:

Ford Expedition, F-150 Limited and Cadillac V Series | Autoblog Podcast #583

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Consumer Editor Jeremy Korzeniewski and Assistant Editor Zac Palmer. First, they talk about the cars they've been driving, including the Ford Expedition, Ford F-150 Limited and the Mini Cooper JCW Knights Edition. Then they discuss the news, including Ian Callum stepping down from Jaguar, Cadillac's V cars and the latest in the saga between FCA and Renault. Autoblog Podcast #583 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving: Ford Expedition Ford F-150 Limited Mini Cooper JCW Knights Edition Ian Callum resigns from Jaguar Cadillac V FCA backs down from Renault merger talks Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video: