Why do we watch car commercials? For this? For attitude? Other enthusiast hobbies, they do their thing, they meet at the cafe, they take the weekend off--OFF. Why aren't you like that? Why aren't we like that?
While there's a lot to be said for the rhetorical construction of the speech delivered in this ad, it's also something approaching the height of conceited puffery--filtered through an implication of certain plant-infused political leanings and ownership of at least two copies of The Wealth of Nations--one signed by Adam Smith.
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Which is all well and good--horsepower doesn't care who you vote for; neither does a comely fender flare. But is this the real Cadillac ELR buyer? Or is it at least an image ELR buyers would like to have of themselves?
You see, the ELR, like the Chevrolet Volt which uses a similar range-extended powertrain setup, is an electric car for people who don't live in big cities. For people who don't have Tesla Superchargers lining their block, or speak French fluently. For people who fill in the "rest" of the country--you know, that big red blur between the blue bands at the sides--but would like a touch of luxury and style to go with their increased energy independence.
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After all, the 2014 Cadillac ELR's price is steep, kicking off at about $76,000, roughly double the Chevrolet Volt's price, so it's not about pinching pennies at the pump. It's about making a statement. It's about waving the flag, keeping your dollars at home, and out of the hands of the not-so-friendly foreign oil barons. It's about America.
Where do you stand? Watch the video and let us know.