Cadillac ELR, Honda CR-Z and others: 2015’s most notable car flops
Several high-profile models struggled in 2015, with sluggish sales, poor reviews or abrupt cancellations highlighting misjudged bets by their manufacturers.
A handful of new cars launched in 2015 failed to find traction with buyers or critics, with several models struggling so badly that their manufacturers were forced to reconsider their strategies or discontinue the vehicles entirely.
Cadillac ELR: A luxury hybrid that failed to sell
Cadillac’s ELR, a plug-in hybrid coupe based on the Chevrolet Volt platform, was positioned as a premium alternative with a starting price around $75,000. The car’s sales performance was dismal: only 889 units were sold in the US by November 2015. The high price, two-door layout and limited brand cachet for electric luxury coupes contributed to its poor reception. Cadillac responded by cutting the price for the 2016 model by $10,000, but by then the ELR’s reputation was already set.
Honda CR-Z: Sporty hybrid misses the mark
Honda’s attempt to blend hybrid efficiency with sporty styling in the CR-Z failed to capture the attention of buyers. Fewer than 3,000 units were sold in the US in 2015. The CR-Z’s 1.5-litre four-cylinder engine and electric motor produced about 130hp, but the car’s performance and practicality disappointed enthusiasts and mainstream buyers alike. The market’s lack of interest foreshadowed the model’s eventual discontinuation.
Scion iQ: Microcar experiment ends
Toyota’s Scion iQ, aimed at urban buyers wanting a microcar, was another casualty. The iQ’s cramped interior and limited practicality undermined its appeal, and the 1.3-litre four-cylinder engine did little to compensate. Toyota announced in 2015 that iQ production would end in 2016, marking the end of its experiment with ultra-compact city cars in North America.
Mitsubishi Mirage: Low price, low appeal
The Mitsubishi Mirage targeted budget-conscious buyers with a starting price near $12,000, but its 74hp three-cylinder engine and basic specification left most buyers cold. While Mirage sales were not the lowest in its segment, the model struggled with a reputation for lacklustre performance and minimal comfort, making it a tough sell even at the entry level.
Lexus NX 200t: Sales strong, reviews weak
Lexus entered the compact SUV segment with the NX 200t, sharing its platform with the Toyota RAV4. The model sold around 40,000 units in its first year, but drew criticism for its interior quality and the usability of its touchpad infotainment system. Consumer Reports named it among the worst cars it tested in 2015, citing a cheap-feeling cabin and frustrating controls, even as sales figures suggested strong market demand.
- Cadillac ELR: Poor sales, high price, luxury hybrid misfire
- Honda CR-Z: Underpowered, failed to attract sporty hybrid buyers
- Scion iQ: Cramped, impractical, discontinued after low demand
- Mitsubishi Mirage: Cheap but uninspiring, struggled for appeal
- Lexus NX 200t: Strong sales but poor reviews for quality
These five models illustrate the risks manufacturers face when product planning misses the mark. Whether through pricing, positioning or execution, each struggled to find its place in the US market during 2015.
