There's only so far you can go with the underdog angle in ads. It worked for Chrysler after the bankruptcy. It works for small companies like Mazda sometimes. It's a little harder to go attacking other countries when you used to call yourself "The Standard of the World."
The Cadillac ELR is no underdog. Really, it's in a class of one. That class is a range-extender luxury coupe, and one that costs $76,000 at that.