While the Cadillac ELR was an underwhelming attempt for the price, Cadillac plans to learn from the mistakes of the PHEV, and attempt to build its tech credibility with the introduction of several plug-in models.
Bloomberg reports the American luxury marque is aiming to introduce several plug-in vehicles, to show the brand is at the forefront of the innovative powertrain territory. The funding for the new plug-in vehicles will come from the $12 billion investment in the luxury brand from General Motors. General Motors is serious about getting Cadillac back in the game, a tone we felt prominently through our experiences at the 2015 New York International Auto Show.
The plug-in vehicles will show face as options on current and future Cadillac vehicles, including the newly introduced 2016 Cadillac CT6. The CT6 plug-in is rumored to show face in Shanghai, according to GM product planning head, Mark Reuss.
In an interview, Cadillac President, Johan de Nysschen, said the future plug-ins will be able to run exclusively on the electric motor, but will not have as much pure-electric range as the Chevrolet Volt.
“We will roll out plug-in hybrids across our portfolio,” de Nysschen said. “It’s part of confirming the progressive nature of the brand.”
Normally, luxury brands are the starting point for innovative new technology, since the brand equity is able to soak up much of the costly development and technology hardware. Therefore, look for the plug-in options to have a higher price than standard petrol offerings. Though, hopefully de Nysschen really has learned from poor pricing, as seen in the ELR coupe.