Following poor sales, Cadillac has confirmed that the ELR coupe will be killed off and won’t stick around for a second generation.
Speculation about ELR production ending has been rife since mid-2015 and in December, the company’s chief marketing officer went as far as to call it a “big disappointment” and while speaking with Automotive News, Cadillac president Johan de Nysschen confirmed no further investment in the car is planned.
“I plan to continue admiring it as one of the most beautiful cars on four wheels but we don’t plan further investment,” de Nysschen said.
It remains unclear when Cadillac will end the model’s production run but de Nysschen did say that it will remain in production in its current form for as long as people are buying it.
In an attempt to breathe new life into the ELR, Cadillac revealed the 2016 model last year with a brand new powertrain and a sticker price $10,000 less than the 2014 car. Despite this, sales of the ELR fell by 22 per cent in 2015 to 1,024 units.