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GM offers dealers $5,000 for Cadillac ELR test drives

General Motors is offering Cadillac dealers a $5,000 incentive to offer test drives of its ELR plug-in hybrid, which has gotten off to a slow start since its launch five months ago.

GM is calling the offer the Demonstrator Allowance Program, and it is designed as a tactical move to help register more test drives, said Cadillac spokesman David Caldwell. He also said it probably will take awhile for widespread consumer awareness about the ELR.

“We want to do it because of the newness of the ELR,” Caldwell said. “It’s a different brand.”

GM also is offering up to $3,000 in customer discounts toward the lease or purchase price of an ELR, The Wall Street Journal reported last week.



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