Not All Cadillac Dealers To Sell 2014 ELR
- Despite all of the hoopla for the 2014 Cadillac ELR, the brand's first extended-range plug-in hybrid, the automaker does not expect all of its dealers to sell the new car.
- Cadillac dealerships are required to undergo special training and purchase special equipment to sell the ELR.
- The special equipment is expected to cost around $15,000.
NEW YORK — Despite all of the hoopla for the 2014 Cadillac ELR, the brand's first extended-range plug-in hybrid, the automaker does not expect all of its dealers to sell the new car.
The 2014 Cadillac ELR is a stylish coupe that goes on sale in early 2014. The car shares a powertrain with the Chevrolet Volt.
"We don't know yet" but 100 percent participation is not expected, Jim Vurpillat, Cadillac's global marketing boss told Edmunds.
"We just sent the letter to our dealer body describing the requirements to be an ELR dealer" and Cadillac is waiting for their response, he said during an interview at the 2013 New York Auto Show.
Cadillac dealerships are required to undergo special training and purchase special equipment, costing about $15,000, to be able to sell the ELR he said. For example, dealers are required to provide charging capability inside a service bay and outside the building, he said. One salesperson is required to know the car's features. However, a dealer that sells Cadillacs and Chevrolets, including the Volt, would pay considerably less. He did not provide a dollar amount. The Volt is not sold by all Chevrolet dealers.
Vurpillat expects a large number of dealers to sell the ELR, but he did not provide an estimate. Cadillac has 956 dealers.
"We are not talking a lot of money, no more than $15,000," he said. "But when you are a small dealer you have to look at that and say, 'how many am I going to sell over the life of the car versus the initial investment.' So we will see."
Chevrolet dealers selling the Volt would be able to repair an ELR in an emergency. For example, such situations would include if the nearby Cadillac dealer was not participating in the ELR program or if the disabled car was too far from a participating Cadillac dealership to be repaired.
The ELR can travel about 38 miles on electric power before a gasoline-powered generator kicks in to run the car's electric motor.
Edmunds says: Cadillac is beginning to firm up sales plans for the 2014 Cadillac ELR, including just which dealerships will get the car.