In January, Cadillac will begin selling the ELR extended-range electric vehicle—which utilizes the same drive system used in the Chevy Volt.
It will be launched “virtually nationwide,” said David Campbell, a General Motors spokesperson, but California will figure prominently in the marketing plans for the Cadillac ELR.
“We see the ELR as part of our strategy for coming back to ascendancy in California,” Melody Lee, director of brand reputation and strategy at Cadillac told PluginCars.com. “We know the electric vehicle is maybe more important here than anywhere in the U.S.”
In recent years, Cadillac started to shed its image as your grandmother’s car—by building smaller sportier models and using an angular design language. In California, where export luxury brands hold the lion’s share of the market, Cadillac is hoping the ELR will play a key role in remaking the brand’s identity.