GM plans Cadillac Converj hybrid car, it’s luxurious green

Cadillac is a brand that’s synonymous with luxury and with ties going back to the dissolution of the Henry Ford Company, it’s rich in American history too. GM is likely counting on some of that brand equity to make people curious about newly planned Converj Coup Cadillac hybrid which will be in production sometime after 2013, well after the launch of the 2010 Chevy Volt.

Coupling the Chevrolet brand with Volt was a strategic choice for GM who is working to convince consumers that electric cars are ready for the mainstream. But with a $40,000 price tag before government incentives it’s a hard pill for the middle class to swallow. GM is expecting that, and it has a plan.

Rather than count on selling lots of 2010 Chevy Volts, GM is working to disseminate parts of the technology out into a breadth of products and the Cadillac Converj is the latest example. This model will utilize the same electric powertrain as the Chevy Volt.

The announcement comes at a critical time for the Cadillac brand, which has seen nearly a 40% drop in sales this year (the steepest drop amidst GM’s 4 core brands) according to The Detroit News. Tying it back to the excitement surrounding with the Chevy Volt may serve as an effective buzz builder which GM hopes will translate into sales.

The elephant in the room is GM’s inability to find a low cost to mid range solution that will address the average consumer’s needs. Until the company is able to deliver an electric car that provides value on par with Toyota’s 2010 Prius it will struggle to survive, let alone take back market share.

GM has done a knockout job giving the Cadillac Converj a sleek, liquid appearance and that alone will create buzz. However it remains to be seen how those good looks will impact the bottom line.