It's to be expected because there hasn't been any meaningful advertising; the Olympics "the rest of the world sucks" advertising bombed; GM executives have stated they believe environmentally-conscious consumers don't buy luxury cars (and so they're not targeting Volt owners who downgraded from luxury cars); GM doesn't seem to know how to convey the vast improvements found in the ELR in any meaningful way, so Cadillac only talks about the interior wood and leather instead of the $20,000 of new technology put in the car; and the acceleration is fractionally worse than the Volt.
The ELR is indeed a $76k car, but the way Cadillac treats it it's a future $60k car just waiting for its fire sale. Well, they'll get that pretty soon if each month results in fewer sales than the previous one!
I saw a red ELR on the road and man does it look stunning !!! Unfortunately , chalk this failure up to another GM executives bonehead decision to overprice this car. Had they priced at the correct $20 k level more then volt I think this car would have been a big hit.
I also loved the poolside ad and thought it was one if the best " pro American, pro capitalism , pro alpha male ads ever "!! I was shocked and the negatives that ad received. .
There are only so many people in the U.S. who inclusively (i) want a 2+2 coupe, (ii) don't want a hatchback, (iii) want a plug-in hybrid electric vehicle, (iv) want a GM vehicle, (v) can afford a $76-84k vehicle, and (vi) are currently looking for a new car. Low sales for the ELR simply means Cadillac has a very small market for the car, not that it isn't exclusive or desirable (or priced correctly).
Idiotic statements by GM and very poor marketing sure doesn't help sales, but there probably aren't very many people out there who pay attention to what Mark Reuss and Uwe Ellinghaus blabber on about (or even know who they are). I suspect a 0-60 time comparable to the Model S would have made a significant difference in sales, especially to wealthy Volt drivers who are ready to trade up to (or get back into) a luxury car.
Of course, had the ELR come first and Volt second, no one would be having this conversation. Another bad decision by GM, unfortunately...