Yes, the Cadillac ATS is one hotly-anticipated vehicle. From its perfectly-balanced chassis, wide array of high-technology features, and elegantly-aggressive styling that all add up to an entertaining driving experience, the ATS looks to be a winner now, and into the future.
Now, since most luxury car sales take place in the über-competitive compact segment, Cadillac will finally be able to attract a new, younger kind of customer — a luxury the Wreath had Crest brand hasn’t been able to enjoy over the last couple of decades. This has, for all intents and purposes, been a major impediment for the brand:
“Cadillac has been handicapped because it didn’t have a product that was relevant to young luxury buyers,” said Cadillac marketing chief Don Butler at a recent ATS media drive.
In fact, Cadillac’s ability to attract a younger customer base shouldn’t be taken lightly — since the ATS will allow customers to fall in love with the brand at an entry level and then move up through the Cadillac lineup in the future. So not only will overall Cadillac sales increase directly thanks to sales of the ATS, but they will also improve over time as new-to-Cadillac buyers move past the ATS to the CTS, XTS, and the much-rumored Omega-based flagship with time — thereby increasing sales of those vehicles, as well. That, and the ATS will also make Cadillac cool.
The GM Authority Take
Planning for short-term interest and long-term customer retention is a tried-and-true business model. Our question is why this hasn’t been done earlier.