Cadillac to retire ELR after current generation
The model will be dropped under the leadership of Johan de Nysschen, who said the Volt is \"for idiots\" when he was president of Audi.
Cadillac head Johan de Nysschen has confirmed that the ELR will be retired.
"The ELR will continue through its lifecycle," the executive told AutoGuide. "I don't think we will create a next-generation, compact, two-door, gorgeously styled alternative powertrain successor to ELR."
De Nysschen stirred controversy as president of Audi in 2009 when he said the Chevrolet Volt is a "car for idiots," criticizing not only General Motors but also the company's potential customers. He later clarified that the Volt's price tag would make it unviable in the market at the time.
The same argument has been made against the Cadillac ELR, with costs $75,000 -- more than twice as high as its Chevy-badged counterpart. The price tag puts it into direct competition with the Tesla Model S.
Rumors of the ELR's death began circulating soon after its arrival and subsequent failure to gain traction in the market. De Nysschen has argued that Cadillac will not be solely worried about sales volume in its latest revitalization strategy, but the ELR appears to be an exception.
The executive promises that Cadillac will continue to offer alternative powertrain technologies in other models. Reports suggest the CT6 may be the first offered as a plug-in hybrid down the road.