Cadillac Elmiraj concept hits streets of Motown

Cadillac's Elmiraj concept has been well received wherever it has been shown, says Ed Welburn, GM's head of global design.

Photo credit: RICHARD TRUETT
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DETROIT -- The Cadillac Elmiraj concept, continuing a global tour that began in California last summer, made an appearance in metro Detroit late Friday, drawing admirers and sparking yet another round of speculation about whether General Motors will build the big coupe. 

The coupe concept made a stop at Vinsetta Garage, a former repair shop turned restaurant, along Woodward Avenue in Royal Oak, Mich. Woodward Avenue is the host strip of the annual Dream Cruise in August.

The car's appearance was tied to its recent selection as North American Concept Car Of The Year, as voted on by a panel of auto writers. 

Many onlookers used "spectacular" to describe the car.   

Since the Elmiraj debuted in August at the Pebble Beach Concours d'Elegance, GM has been gauging reaction from consumers around the world.

And so far, so good. The car attracted another crowd in Detroit.

"It has been so well received wherever it has been shown," Ed Welburn, GM vice president of global design, said in May at the WardsAuto Interiors Conference in Detroit.

Welburn declined to say if GM has decided to build a production version, but said the warm reception for the Elmiraj "is a good sign" and good for Cadillac.

The Elmiraj, powered by a twin turbocharged V-8, would give Cadillac a high-priced flagship against entries from Mercedes-Benz, Bentley and Rolls-Royce.

You can reach Richard Truett at rtruett@crain.com.


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