Currently, Tesla’s all-electric lineup has been a competitive advantage of sorts for the new automaker, especially in the earlier days when mass-market EVs were tough to come by. Ellinghaus thinks times and technology are changing rapidly, and a strategy like that will simply be obsolete due to vehicle electrification becoming “standard.”
“You will no longer be able to create an entire brand philosophy, like Tesla did, around electro-mobility,” Ellinghaus told Car and Driver, “because it will become something that is standard. All automotive manufacturers are working on it, or need to have it to meet the CAFE legislation. I think it will end up where all-wheel drive is today. Some [buyers] that want it tick the box.”
Ellinghaus also made quick points backing up colleague and Cadillac President, Johan de Nysschen, in saying that the brand will not develop standalone electric vehicles. Rather, plug-in variants will be seen throughout the entire Cadillac lineup.