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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:

Fullsize GM SUVs have a problem that's making owners sick

Some fullsize SUV owners are getting sick, thanks to a buffeting and vibration problem in 2015 model year examples of the Chevy Tahoe and Suburban, Cadillac Escalade, and GMC Yukon. According to owners' complaints to the National Highway Traffic Safety Administration, the issue can vary from an annoying vibration inside the cabin to an experience so severe that it leads to dizziness and headaches. General Motors is aware of the complaints, but the fix isn't so simple. According to spokesperson Tom Wilkinson to Autoblog, the company "has been tracking this issue for a while." The problem has a fairly low incidence rate, but when it does occur the issue can be "uncomfortable and annoying for owners." There's no precise cause for the issue, Wilkinson claims, and in some cases, simply balancing the tires or changing the door seals can make it go away. However, not all of the fixes are so simple. AutoGuide dug deep into the problem and discovered a GM preliminary information bulletin that advised dealers to remove the headliner and to check the roof's bonds to the bows that go across the vehicle. However, that document included a note that the solution might not entirely eliminate things. According to AutoGuide, adding Dynamat insulation to the roof sometimes helped the problem. A GM spokesperson also told AutoGuide the company fixed the problem at the end of the 2015 model year, and didn't go into any more detail. This roof issue seems linked to some of the worst droning in these SUVs. According to one complaint from a 2015 Suburban owner to NHTSA: "Roof will not remain attached to the roof bows. This causes the buffeting similar to a window being down when all are up. The results span from annoying to painful." A 2015 Yukon owner claims to have another alleged cause for the problem in a NHTSA complaint from February 2015. This person brought their SUV to the dealer seven times over the course of four weeks for vibrations. The dealer replaced the driveshaft, suspension components, and more, but nothing worked. According to an engineer to the service adviser: "In an effort to prevent roll overs, they designed the frame and body mounts too stiff. There are 40 engineers working on issues, they have no solutions that work across the board." Wilkinson told Autoblog that GM is working with customers on an individual basis to rectify things. Since these are newer vehicles, dealers should also fix the problem under warranty.

Mary Barra thinks GM is a leader in autonomous tech

Saying General Motors is "among the leaders" in autonomous vehicle technology, CEO Mary Barra rapped about her company's driverless work in an interview with USA Today. Barra covered a number of topics, including well-known efforts, like Cadillac's upcoming Super Cruise technology, as well as hinting at "a lot of efforts that are confidential." "Things are moving quickly in autonomous [cars] because there's so many different pathways and the standards aren't even set. A lot of people can claim leads because people are making advancements in different areas," Barra said. "Next year we're going to have Super Cruise on one of our Cadillacs. On highways you'll be able to take your hands off the wheel and feet off the pedals – with a very creative way to make sure the driver is alert and involved in the driving process." As for those "confidential" efforts, feel free to speculate. GM has recently confirmed that it'd be running autonomous Volts at its Warren, MI tech center, which certainly indicates that the company is playing with much more than Super Cruise. GM will need to continue to embrace autonomous driving, owing to both traditional competitors like Toyota, as well as non-traditional opposition, like Google and Apple. Speaking of its competition from Silicon Valley, Barra was asked about two of the region's biggest names – Apple's Tim Cook and Tesla boss Elon Musk. "I have tremendous respect for Tim Cook, and I don't really think he needs advice from me," Barra told USA Today with a laugh. And when asked about Apple's future as a "viable competitor," she said, "I have no insights other than what I read in the papers. But it would be foolish for me not to assume that they're going to." As for Mr. Musk's openness about future products and how it contrasts with GM's relatively closed attitude, Barra also gave a chuckle. "I'm sure you would like me to say yes. I think we're fundamentally different. Look at our volume and look at the segments where we compete. His product line – his two products – his scale, it's completely different." The rest of Barra's interview is certainly worth a read, and includes talk about the Volkswagen diesel scandal, GM's changed relationship with the National Highway Traffic Safety Administration, and Uber. Head over to The Detroit Free Press website for the full story from USA Today.