Cadillac ELR delivers shock in more ways than one!

Before you read further, go to your liquor cabinet and pour yourself a shot of vodka, bourbon, tequila or whatever you prefer.  You'll need it momentarily.

Got the drink?  OK.  Proceed.

I patiently waited for General Motors to announce pricing for the soon-to-be released Cadillac ELR luxury electric car.  That announcement finally came last week.

2014 Cadillac ELR
Photo: GM

According to the information GM released on October 10, 2013, the ELR will go on sale in January in all major American metropolitan markets with a shockingly high starting price of-- take a deep, deep breath-- $75,995.

Exhale and take the shot, now! (Pour yourself another, if necessary.)

Talk about sticker shock!

2014 Cadillac ELR interior.
Photo: GM

Now, I'm no dummy.  I realize that Cadillac is GM's premier line.  You're supposed to pay a bit more for a CTS than you pay for a Chevy Malibu.  But, while I certainly expected the ELR to be more expensive than its corporate cousin, the Volt, I certainly did not expect it be $41,000+ more expensive!!!  2014 Volts carry a starting price of $34,185 and that's after a $5,000 price cut from the previous model year.

So, aside from the added pedigree of the Cadillac name, what do you get for all of those extra Benjamins?  Let's see.

2014 Chevrolet Volt and 2014 Cadillac ELR
Photos: GM

The Volt is a four-door sedan with nice looks.  The ELR is a two-door coupe, with hot looks.  The two cars have distinct individual appearances.  The Volt and ELR both have a 1.4-liter 4-cylinder Voltec gasoline engine with 16.5 kWh Li-ion batteries powering the electric motors.  The difference between them is that the Volt's electric motor produces 111 kWh of power.  The ELR produces 135 kWh.  A mere 24 additional kWh.  You'll travel farther in the Volt on a single charge and single tank of gas-- 38 miles and 379 miles respectively-- than the ELR which is rated at 35 miles and 300 miles.

2014 Cadillac ELR propulsion system.
Photo: GM

Sorry, as much as I like the ELR for its sportier look, the additional $41k is difficult to justify.

Bob Ferguson, senior vice president
Global Cadillac speaks at ELR
unveiling.  Photo: GM

“The ELR is a unique blend of dramatic design with electric vehicle technology capable of total range in excess of 300 miles,” said Bob Ferguson, senior vice president Global Cadillac. “ELR is also unique in that it will be offered nationwide within a luxury customer experience, with proven benefits and care extending from the shopping process all the way through the ownership experience.”


As with all Cadillac models, General Motors officials say the ELR comes standard with Cadillac Shield, a comprehensive suite of owner benefits including Remote Vehicle Diagnostics, a Premium Care Maintenance program and 24/7 roadside assistance. For added peace of mind, the ELR also comes with an extended battery and propulsion warranty of eight years or100,000 miles, whichever comes first, and a four-year or 50,000-mile, whichever comes first, bumper-to-bumper limited warranty.  But, compare a 2014 Cadillac Escalade to a 2014 Chevy Tahoe and all of those Caddy benefits only amount about $20,000 on base starting prices.

But wait! There's more!  GM says dealers are specially trained and certified to sell and service the 2014 ELR. Backing up the dealership experience, prospective customers and buyers of the ELR can take advantage of their own ELR Concierge Representative. Trained in white-glove customer care, the Concierge Representative is an additional point of contact for information on battery care, home charging, service scheduling, news and updates.

So, does that mean Chevy dealers are not specially trained and certified to sell and service the Volt? Come on.  Really?  Is the so-called "concierge representative" worth the extra money to the buyer?  If they were buying a one-of-a-kind Rolls Royce, maybe.  But for a Cadillac built side-by-side at the same plant and on the same platform as a Chevy cousin, I don't think so.

GM has been doing just about everything right in its ongoing rebirth from bankruptcy. This may be the new company's first dangerous bet.  We'll have to wait and see if it pays off.  I would love to test drive an ELR and hope I get that chance.  It's likely the only way I'll experience the car.