New Cadillac ELR Advertisement is Less Controversial Than Poolside – Videos


“ELR brings power to the pavement with advanced electric propulsion and an onboard gas-power generator.”

Cadillac ELR Ad - Charge Forward

Cadillac ELR Ad – Charge Forward

Says Cadillac in connection with this latest ELR advertisement titled “Charge Forward.”  That’s toned down from what Cadillac put out in connection with the controversial ELR “Poolside” advertisement:

“Introducing the first ever Cadillac ELR. You work hard, you create your own luck and just gotta believe, that ANYTHING is possible.”

Poolside has drummed up so much controversy that it’s likely one of the most viewed YouTube plug-in vehicles videos in existence (1.06 million views and counting).

Charged Forward will not draw nearly as much attention.  It’s simply a show the vehicle, discuss the vehicle type of ad.

Or, in other words, it’s rather boring.

Source: Hybrid Cars

Categories: Cadillac, Videos


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42 Comments on "New Cadillac ELR Advertisement is Less Controversial Than Poolside – Videos"

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No matter how they advertise it its still an over priced fancy volt

I think the poolside ad is great. Controversial or not, it has people talking which is good.

I got to see an ELR up close yesterday. There’s one parked in my local mall (“Destiny USA”) in central NY. I must say, it looks great in person.

Meh. It looks like a Cadillac. I’ve never been a fan.

I always thought their grills look too bold and gaudy. But when I saw the ELR, I was more forgiving of that given the rest of the car. 😉

I’m turned off by the boxy front and rear ends. But I guess I should get down there and see it for myself while it’s around. I still think the Volt is a better looking car from the pictures.

And yes, I know I drive a Leaf. I drive it despite its looks, though 😉

Looks are always subjective. So anyone can think whatever they like.

But you have to give Cadillac credit for making the car look “different”. You won’t mistake it for anything else. It is unique in its own design and you clearly see the family resemblence.

There are cars that look awesome such as Tesla Model S. But its rear end is very similar to the Jaguar. Same with the Japanese luxury cars…

I like the Poolside one better.

The first electric car without compromises?! Hardly, the ELR is full with them.

An electric car? Not even.

I liked the poolside ad too. So over-the-top it was funny.

This one is not just boring, it’s full of bull droppings.
EV? Please GM, go make a real one already.
Always powered by electricity? And gas is to wash the windshield I guess.
Regen while coasting? Riiiight.
No compromise? Er…

Hello Jupiter’s moon,

Actually it is a real EV for the first 37 miles, and it is predominantly propelled by an electric motor at all time. It does regenerate on coasting. The gas is there to extend the range and to keep you warm if either is needed.

GM has in fact made two real by your definition EVs, the first one was the EV1 almost 20 years ago, and that was crushed 10 years ago. The second one, the Spark EV is a compliance car not to be seen or touched by the majority of us.

Yes, and the very definition of a car which can act as an EV one second and as an ICE the next is… a plug-in hybrid.

Next, “predominantly” powered by electricity (depending on driving patterns, use of climate control, etc etc) is not the same as “always” (as this ad claims), sorry.

See below re coasting.

Indeed maybe I should have given GM credit for the EV1, they were pioneers then… Only 1117 were made though (and none ever sold; lease only). While the car was historically significant, “sales” numbers weren’t… just like the largely-unobtainable Spark EV today, sadly.

“Regen while coasting? Riiiight.”

It does. Same as the Volt.

If you aren’t so biased, you would have known that especially if you have driven a Volt…

In D mode it is “light regen”….

Definition from the Merriam-Webster dictionary:

“coast (intransitive verb): to move along without or as if without further application of propulsive power (as by momentum or gravity)”

Unless GM figured out some perpetual-motion trick to regen without decelerating, it’s not coasting.

“coast (intransitive verb): to move along without or as if without further application of propulsive power (as by momentum or gravity)”

So, by the definition quoted by you, there are NO coasting exist in the real world. Without momentum or gravity as you said, no car can sustain its speed due to both air and tire resistance.

In the case of Volt, a very small amount of power are used to regen while in D mode where it doesn’t impact the speed of coasting signficantly. That is where the “light regen” comes from. And that is NOT propulsive power. Because according to to the same dictionary that you refered to, propell means: to drive, or cause to move, forward or onward: “to drive, or cause to move, forward or onward”. Regen is NOT going forward. You need to keep your “signs” clear..

Even in a regular ICE car during “coasting” by shifting into N drive, the weight of the transmission still sucks some momentum out of the motion of the car although it is very small.

I’d think it’s pretty much understood by anyone that “coasting” doesn’t include compensating for losses (otherwise how would one ever “coast to a stop”?).
Keeping the car in Neutral, even though on flat ground it’d shed speed gradually, would be consistent with what I understand as coasting.

Braking, however, even just lightly, isn’t coasting anymore. Same as keeping a stick-shift in gear, especially low gears: it purposely slows down the car. And regen does… well, exactly that too.

I understand your argument that very little regen doesn’t slow down the vehicle much, and therefore isn’t much different from coasting. But either we’d be “almost truly coasting” and therefore regen almost nothing, or regen a meaningful amount and not really coasting anymore. Can’t have both.

As is explained in the ad, the ELR offers the driver a lot of control on this, which I think is great and I wish more PHVs and EVs would implement. It’s unclear whether the lowest regen setting is zero (true coasting) though.

Also, unlike other PHEV, the Volt’s main traction motor has to be powered and turning in order for any power to get to the wheel.

The only other PHEV behave that way are Fisker Karma and i3 with REx. Both don’t have connection between the engine and wheel. Volt does when the 3rd clutch is engaged. However, in order for that power to go to the wheel instead of “free spinnig”, the main traction motor has to be powered.

So, in some way, it is true that Volt is “always” powered by electricity. It might NOT be powered by electricity alone at certain condition in the Extended Range mode, but it will always be powered by the electricity.

The other hybrids such as Energi and Synergy both can be powered by the ICE alone without any inputs of electricity or the power of electric motor.

So, just like the Prius (plug-in or not) and all other hybrids sharing the same kind of drivetrain (Camry, Highlander, a bunch from Lexus, the Nissan Altima and surely others). No torque can be transferred from the ICE to the wheels unless at least one electric motor, MG1, develops some too.

Appropriately, none would call any of those cars “electric”, let alone pretend it’s always powered by electricity.

Distorting “powered by electricity” to mean “something electric must be operating for the car to move” (even at times when 100% of its power happens to be derived from gasoline) makes no sense IMHO. Otherwise any ICE would be “electric” too.

Liked this commercial much better – but then I like the basic ‘hard sell’ approach anyway. Tell me why I should buy the car, which this commercial did, and it didn’t overpromise, which is also quite nice. As far as being overpriced, there are few cars at any price that can match its plushness. Everyone piles on about this car, but everyone gives the ever increasing price of the Model S a pass. While they’re different products, no one would accuse the model S of being an exceptional value, although granted it is a better value than my Roadster. If you have to ask how much it is, you can’t afford it. Scott200 in his analysis here several months ago stated that in a very rough comparison, the Model S is at least $13,000 more expensive, with the proviso that you cannot match the luxury of the ELR for even $206,000 or whatever that most expensive “S” was. Its a fair comparison because the S is claimed to be a luxury vehicle. Of course, the performance is better in an S, but I suspect there will be less overall hasstle with the ELR. Apparently large people with big feet have… Read more »

Forget the Model S comparison with the ELR (even though GM drummed that one up too). The ELR’s feature set is pretty much comparable to a BMW 4 Series that is optioned out. The only significant difference is the drivetrain, the ELR’s is more efficient and the BMW’s more powerful. So why is the 4 Series $60k full optioned out (with even more “luxury” than the ELR) and the ELR is $81k optioned out? It’s overpriced. Not because it’s expensive, but because it’s a lot more expensive than a comparable car.

I was unaware I could drive ANY BMW at ANY Price 35 miles on electricity alone.

More luxurious? Now that’s being subjective.

So GM is once again telling their Electric Lie. Unlike an Electric Car, the Volt/ELR uses the gasoline engine to turn the wheels under hard acceleration, when climbing steep inclines and when battery power is depleted. Just like any plug-in hybrid, the gasoline engine can recharge batteries. Along with running a gasoline engine, while you are burning electricity to drive the car, using two fuels to travel the same distance. It’s a $75k Volt with a higher trim level. There is no way around that. Anyone looking to spend $75k on an ELECTRIC car, will find the Tesla Model S. 208 EV Miles EPA, $66K 265 EV Miles EPA, $72K The first ‘compromise’ is the idea of a gasoline engine on an electric car at the $75k price point. All that points to is an inadequate about of batter power in the vehicle, so they are resorting to dirty gasoline, spewing C02 to fill the gap. At $75k, the ELR should be Full Electric, with no less than 200 EV miles. That’s no compromise. Tesla has a new slogan: ZERO EMISSIONS. NO COMPROMISES. Can’t wait until the Lincoln MKZ plug-in hybrid is available at about $46k – $49k which will… Read more »

Not quite. Both the Volt and he ELR are fully powered by the battery charged from the grid for the first 35-40 miles under hard acceleration, when climbing, at top speed, etc. Unlike pure EVs when the battery gets depleted” the Volt and ELR continue performing powered by the onboard gasoline generator for another 350 miles. Two “fuels”, different distances.

The Volt and the ELR can be entirely driven on grid electricity. And unlike the company that made your favorite hybrid the company that made Volt and the ELR actually designed their electric drive-trains and battery packs and purpose-built their cars. What you are asserting about the Volt and the ELR applies exactly to the plugin hybrids of your favorite company, they are lame ducks when solely power by their tiny battery.

Just like a hybrid under ‘normal’ driving condition, there will be a EV range attainable. So any plug-in hybrid can be driven on the grid electricity.

But GM had already come out and stated that the gasoline engine does turn the wheels under hard acceleration and when battery is depleted. And just recently, there was an interview with GM where their representative stated the ELR does the same.

The BMW Rex is an example of an ‘extended range’ EV, where the gasoline engine does not turn the wheels of the car.

But it too burns two different fuels at the same time one the battery is depleted.

1. A gasoline engine trying to charge the batteries

2. and electricity to turn the wheels.

Which means it will have a MPGe and about 32mpg at the same time. Much lower than a standard hybrid at 40 – 50mpg.

Both the ELR and Volt only connect the ICE to help directly power the wheels when operating above a certain speed (I think around 70+ MPH). All other times, the electric motors (there are 2) solely power the wheels even when the ICE is providing electricity to the electric motors.

The Voltec drivetrain is both impressive from an engineering standpoint and a great transition technology, but no one should doubt that pure EVs are the future.

ABG: Why do your EREVs need four-cylinder power to extend their range when BMW’s i3 makes do with an optional 650 cc two-banger?

“We designed [the Volt and the ELR] to go anywhere, any time” – Pam Fletcher

PF: I get that question all the time: why not something smaller? You don’t really need that much. You use the electric to its ability, then you just need to limp. But we designed those cars to go anywhere, any time, and we don’t want their performance to be compromised.

(A) If you’re driving through the mountains, we don’t want you to be crawling up grades, or to be limited on any terrain. So it’s optimized to be able to travel literally the biggest grades and mountain roads around the globe at posted speeds. Because what if you can’t?

What PF is describing is a traditional plug-in hybrid.

GM just created an overly complicated, overly expensive, plug-in hybrid with a nice 40 mile EV range, but poor hybrid mpg at 35 city and 40 hwy…37 EPA combined.

When a 40 EV mile traditional plug-in hybrid would offer at least 44 city, 41 hwy and 43 EPA combined.

Which is why Volt owners stress out trying to stay in EV mode all the time, to avoid being seen at a gas station in their ‘electric car’.

It really cracks me up how you twist everything. Volt/ELR owners hate using gas because they rarely if ever need to. So the few times they might get close to their battery-electric range, they try to squeeze out the extra bit.

That’s unlike any other plug-in hybrid, that DOES need the engine for hard acceleration, high speed, etc. The Volt/ELR does not.

The BMW i3 has a smaller engine as a range extender, yes. And when you’re going up a 5 mile long 5 percent grade, you will be doing so at far less than the posted speed limit as a result.

+1 on Pam Fletcher not being honest.

(and I must say I rarely agree with you…)

As I highly doubt she doesn’t know the difference between an EV and a PHV, her statements are deliberate lies, probably mostly intended to distract from the fact GM still hasn’t managed to come up with a real electric car — ie, not just a few dozen conversions per month in CA/OR only.

The lengths to which GM goes to avoid mentioning the term hybrid, or even engine (let alone other key parts of the drivetrain) is mind-boggling.

Too bad because I otherwise like GM’s plug-ins. Nice interior. Beefy ICE. Best electric range bar none.

But no, GM locks itself into promoting its PHVs as “electric”, so it can’t advertise ICE output, nor range or efficiency because those would look ridiculous compared to just any EV… Stoopid…

“not just a few dozen conversions per month in CA/OR only.”

Beside Nissan and Tesla, who has?

Oh, Ford who is half hearted at selling the FFE…

Who else? Even the VW is only trying to sell the e-Golf in the selected few states only. BMW i3 isn’t here yet. and its REx FW control is specifically designed for CA’s CARB rules…

Do you hold Honda and Toyota to the same critical level?

I think you forgot Mitsubishi. You mentioned several (VW, BMW; we can add Kia) as “not there yet”. Maybe, but they’re coming; GM won’t for some time, it only has the Spark and nothing else in the pipeline.

Anyway, yes, Fiat/Chrysler, Honda, Toyota, Daimler, all suck when it comes to EVs: compliance cars only, some of them not even as convincing as the Spark. (and as you say, Ford is only marginally better).

The key difference though, is that none of these manufacturers tries and market some vehicle with an ICE (or fuel-cell) as their “electric car” offering.

Well, didn’t Mitsubishi skipped a model year already?

As far your tireless critism against the Volt and GM’s approach to “electrification” go, the real world results proves it all.

Volt owners average more EV miles per day than Nissan LEAF. That alone proves that GM’s approach to EV has significant merit.

Sure, GM can do what Mitsubishi does and end up selling few cars per month… It will “win” your approval since it is a full BEV, but at the end of the day it doesn’t do much to increase the EV miles of average American drivers….

Haters will always find a way to hate….

Completely BS.

Volt does that b/c Volt’s EV range is REAL and FULL EV range unlike the CRAPPY pretender that Energi model has.

You are the same guy who tries to spread the lies about Voltec all over the internet about how the Voltec works… Voltec doesn’t use the engine like the wimpy Energi powertrain which is NOTHING more than a slightly more powerful version of the Prius Synergy powertrain.


Again, you have shown that you have NO FREAKING clue on what you are talking about.

As as Ford Energi fan, it clearly shows time after time you are just clueless about how each and ever PHEV works.

You said this: “Unlike an Electric Car, the Volt/ELR uses the gasoline engine to turn the wheels under hard acceleration, when climbing steep inclines and when battery power is depleted. ”

Wrong! In EV mode, there is NO such thing as ice coming on with hard acceleration or climbing hills… ONLY Prius Plugin and Ford Energi does that.

Get your facts straight for the last time. I won’t be so nice the next time you do that again.

“But GM had already come out and stated that the gasoline engine does turn the wheels under hard acceleration and when battery is depleted. And just recently, there was an interview with GM where their representative stated the ELR does the same. ”

@ Bloggin.

Show me the link or proof where that is true in the EV only mode.

If you can’t, you are just the biggest lier in the world.

Bloggin, I’ve seen you post this before, and it’s patently false. The ELR will only use the engine to create electricity when the battery is depleted, or when it’s real cold to help warm the passenger cabin more quickly.

Any amount of acceleration will not cause the engine to run. You do not understand the concept of the Volt and ELR. It is unique and unlike any other “plug in hybrid” in this way.

Again, this guy “Bloggin” is here to attack the Volt and spread his lies about how the Voltec works.

In EV mode, Volt’s gas engine will NEVER come on, NOT under load, NOT climbing the hill. Unlike the Crappy Energi powertrain that “Bloggin” favors.

In REx mode, the Volt engine will be primarily powering the generator. At cruising speed above 70mph or under hard acceleration, ICE can be directed via a seperate clutch to assist the main traction power via a planetary gearset to power the wheel. However, unlike Prius Synergy and Ford Energi, the ICE can NOT power the wheel alone or independently of the Electric motor.

That unique fact makes the Volt different from all other PHEV.

Of course, “Bloggin” keep repeating the lies to reflect how little he knows about the car and his own favorite solution, Energi.

Haters gonna hate. 😉

Once again it’s GM for the big LIE. if there is a physical connection from the ICE to the transmission or axel… It is a plug in Hybrid. Way more complicated than any pure electric car… robotic multi input transmissions, special ICE motors, and batteries.

I’d guess that GM thinks lying about the ICE connection and positioning the car as a REAL electric car is the only way to justify the posh 2 door VOLT against a true luxury battery electric vehicle that can blow it’s doors off. The Tesla Model S.

Why they didn’t just make a 2 door VOLT with a higher line interior for around the same money is beyond me.

Still love my LEAF.

No compromises? No, except for interior space and electric range.

tired of seeing this CTS with 40 miles of electric and led lights. Never liked cadillacs with their non proportional sharp designs.

So based on the comments here it is not that the ads are controversial, the car is. It is misunderstood and hated by all sides quite a bit, like the Volt. What really matters at the end of the day is how much the people that actually bought an ELR like it and it seems that they do, a lot.

It is actually shocking that Volt is doing this well considering it has been attacked by all sides… From conservative morons who drink and sleep Fox news to the ultra liberal BEV elitist, to government haters, to GM haters…

It is doing darn well for holding up by itself. That is an accomplishment by itself.

Don’t get me wrong… I like the VOLT.

I find getting in and out of it way harder than my LEAF. So I got the LEAF. My wife loves her Prius. The VOLT is a Plug in Hybrid. The ELR is also a Plug in Hybrid. My LEAF is a BEV. A battery electric vehicle.

I just really hate it when GM fibs… and lies outright to sell something the way they always have about the big batteried plug in hybrids they sell. If it can run from gas… it isn’t a REAL electric car. It is a nice car… but why lie?

The LEAF and the VOLT already cost more than average cars… the ELR takes that to new levels of cra cra!