General Motors Co. ~ GM is offering Cadillac dealers $5,000 to push test drives of its ELR plug-in hybrid and arming them with customer discount certificates that can knock $3,000 off the lease or purchase price.
The promotion is part of a nationwide effort to get more dealers to back and support test drives, Cadillac spokesman David Caldwell said. Cadillac has found success in providing test drives at mobile sites in California. This offer now allows dealers to participate.
"For many drivers, electrification is still foreign to them," Mr. Caldwell said. "The program gives dealers the freedom to give customers that experience. This [a plug-in hybrid] is also a different idea around our brand nd we need to take our time with this. We are still in the early days."
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