GM Offers Dealers Test-Drive Incentives for 2014 Cadillac ELR | Edmunds

GM Offers Dealers Test-Drive Incentives for 2014 Cadillac ELR


Just the Facts:
  • General Motors is offering Cadillac dealers a $5,000 incentive to promote consumer test-drives of the 2014 Cadillac ELR luxury hybrid.
  • Under this Demonstrator Allowance Program, dealers can designate one or two ELRs as test-drive vehicles, depending on the number in stock.
  • Cadillac spokesman David Caldwell told Edmunds: "Electrification in general is still quite new to many consumers. So it's obvious that some kinds of introductory and test-drive tactics would be employed."

DETROIT — General Motors is offering Cadillac dealers a $5,000 incentive to promote consumer test-drives of the 2014 Cadillac ELR luxury hybrid.

Under this Demonstrator Allowance Program, dealers can designate one or two ELRs as test-drive vehicles, depending on the number in stock, and GM will pay $5,000 for each one that racks up at least 750 miles in demonstration miles between May 1 and June 2.

David Caldwell, PR manager for Cadillac, told Edmunds that the program is “a method for Cadillac dealers to participate at a very local level,” and called it an “expanded ability to offer test-drives.”

Caldwell also cited another Cadillac effort to promote the ELR: “We have (another) test-drive program for consumers, called the ELR Mobile Experience, taking place now to introduce this new electric Cadillac to consumers in markets in which interest in electrification is highest.”

The ELR Mobile Experience is currently touring commercial and entertainment districts and festivals throughout California. It features a vehicle display, test-drives for interested consumers and an outdoor lounge with beverages and mobile charging stations.

Why all the extra attention?

The 2014 Cadillac ELR has not exactly been a hot seller since it went on sale in December 2013, with the current inventories at a level that would take dealers almost two years to move at the current rate of sales, according to industry estimates.

Caldwell, while confirming that just 241 ELRs were sold from January through April of this year, responded: “These general industry estimates tend to be less relevant for small-volume, exclusive vehicles — and vehicles without a lot of time in the marketplace. As for the 'almost two years' piece, that assumes that you know the 'current rate of sales' will be unchanged.”

Obviously, Cadillac is hoping to improve that rate through increased visibility and incentives like the Demonstrator Allowance Program.

Said Caldwell: “All that’s occurred is a method for us to expand the ability for dealers to conduct test-drives for a new car — something that already takes place normally. These are the very early days for a very new kind of car.”

He continued: “ELR is a dynamic and exclusive new Cadillac, a very new idea for our brand and very unique in the marketplace — a luxury sport coupe with electrification and 340 miles of total range. Its design makes a very strong impression with consumers, inside and out. Electrification in general is still quite new to many consumers. So it’s obvious that some kinds of introductory and test-drive tactics would be employed.”

Prices for the ELR, Cadillac’s luxury hybrid coupe start at $75,995, including a $995 destination fee. That places it well above GM’s 2014 Chevrolet Volt plug-in hybrid at $34,995 with an $810 destination fee.

Those prices do not include any federal tax incentives.

Edmunds says: Cadillac dealers will be happy to put you behind the wheel of the 2014 Cadillac ELR for a quick spin.

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