Before I joined General Motors as Head of Consumer Affairs, I spent nine years as an automotive journalist and analyst with Kelley Blue Book and IntelliChoice.com. While I have loved every moment since joining GM, one element of being on “the other side” that I will never stop missing is the weekly flow of test vehicles. This was an essential part of my success in these roles, as there is no replacement for “seat time” when it comes to projecting a future winner…or misfire.
One of the easiest tests is to simply spend time with a newly introduced car and see how the general public responds. Do they ask questions? Do they take photos? Do they even notice? An old tenet of this industry is “that there is no problem that a great vehicle won’t fix,” and the public has an uncanny ability to cut through the noise and call a winner…or a loser…when they first see one.
It was with this background in mind that I recently got my hands on an all-new 2014 Cadillac ELR and spent a day experiencing the crafted interior, amazing technology, stunning exterior and real-world efficiency. One of the best parts of the day was seeing the reactions that such an innovative car generates “in the wild.” Simply put, I learned this car is in a position to deeply impact the Cadillac brand and reset expectations. Take a look at the video above for more.