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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.

Car subscription services: A slow, expensive start — but the potential is huge

Americans are used to paying for subscriptions — to magazines and cable television, for instance — but experience shows they'll cancel when the price of admission gets too high, or there are more tempting alternatives. Cord cutters ditched nearly 1.5 million pay-TV subscriptions in 2017, according to a survey by Leichtman Research Group. Cable TV started out cheap with basic offerings, and then got expensive. The auto industry's subscription offerings are new, but they're starting out costly, and not price-competitive with traditional leasing. The upside is that they take the hassle out of car ownership for busy people by letting the service take care of maintenance, insurance, licensing and taxes. And they give consumers choice, often allowing relatively painless switches between different cars in the automakers' lineup. Subscription services also point the way toward an ownership-free auto experience, and offer an easy transition to a potential world where ride- and car-sharing will be dominant. Subscriptions are here to stay, but consumers may take a while to "get" them. Lincoln's subscription service for lightly used 2015 to 2017 models, offered through the Ford-owned Canvas beginning this year, got off to a slow start. Many early subscribers canceled. Last month, Cadillac announced it would " temporarily pause" its $1,800-per-month Book subscription service for "adjustments" as of December 1. According to the Wall Street Journal, "Snags with the back-end technology used to support the service made some customer-service functions tedious and time-consuming, adding costs for the company." The challenge for automakers is to come up with a strategy that offers consumers a compelling, affordable option to regular ownership, and one that can also make a profit. I think they'll find that sweet spot, but they're not there yet. Jack Nerad, former executive editorial director at Kelley Blue Book and author of " The Complete Idiot's Guide to Buying or Leasing a Car," points out that "A lot of people expected that subscriptions would be very valuable for people who wanted inexpensive transportation, but the reality is quite the opposite. Subscriptions are offering more choices for the wealthy.

2015 BMW 4 Series Gran Coupe might be a better 3 Series sedan

At BMW, there really is something for everyone these days. Just take a look at the massive 3 Series/4 Series range - you can have a sedan, coupe, convertible, wagon, or funky-backed Gran Turismo. And now, with the introduction of the 2015 4 Series Gran Coupe, you can have another seda... err, hatchback, actually. But perhaps, a better one.
Compared to the 3 Series sedan, the 4 Series Gran Coupe is both longer and wider by about half an inch, but is shorter in overall height by an inch and a half. Honestly, to our eyes, it looks a little better than the 3 Series, too, what with its longer roofline, more sculpted rear haunches and lower stance. Full interior volume specs for the 4GC aren't available as of this writing, but we expect them to be roughly the same as the 3 Series, perhaps with a small decrease in headroom and rear legroom. Trunk space, at 17 cubic feet, matches the 3 Series sedan, and because the 4GC actually uses a hatchback design, it should be easier to access.
Powertrains are completely carryover from the rest of the 3/4 Series range. The 428i uses BMW's well-liked 2.0-liter turbocharged inline-four with 240 horsepower and 255 pound-feet of torque, and the 435i is fitted with the company's 3.0-liter turbo-six, good for 300 hp and 300 lb-ft. An eight-speed automatic is the only transmission available in the US with either model and rear-wheel drive is standard. Only the 428i can be had with BMW's xDrive all-wheel-drive system, and interestingly, the 428i Gran Coupe is actually expected to be more fuel-efficient than its 3 Series sedan counterpart. The GC is estimated to return 23/35 miles per gallon city/highway, compared to the 23/33 mpg in the 328i sedan. The 435i Gran Coupe should achieve the same 22/32 mpg ratings as the 335i sedan.