Analysts have argued that the hybrid ELR, which fetches around $76,000, is failing to gain traction due to competition from Tesla’s similarly-priced all-electric sedan. Both electrified cars are aimed at the luxury segment, despite entirely different powertrain configurations.
“People like to say the ELR is [a Model S rival],” acknowledged GM’s global product development head, Mark Reuss, as quoted by The Detroit News. “But it’s really not.”
GM sold less than 600 ELRs in the first seven months of the year, though other executives have claimed the lackluster numbers are not evidence of a failing model.
Borrowing the powertrain from the Chevrolet Volt, the ELR provides better performance figures and a 37-mile all-electric range before the gasoline engine kicks in. The Model S, in contrast, provides more than 200 miles of all-electric range but without a hybrid system to keep the car going when the batteries are depleted.
Heavy discounts and dealer incentives have fueled a spike in ELR sales for July, with some dealers offering the coupe for as low as $52,000 — $20,000 below the Model S base price. It is unclear if the discounts will be continued in an effort to bolster sales.
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