After one full month on the market, Cadillac’s all-new compact luxury performance sedan — the ATS — sold 1,266 units. And while that’s not an impressive number in and of itself, the fact that 70 percent of those who traded in vehicles to buy the ATS were new to the Cadillac brand is rather impactful.
In addition, Cadillac retail sales in California — a state that’s synonymous with setting the trend for products consumed all over the nation — rose 70 percent in October.
“We are building momentum with our new sedan models and it’s being led by increased demand in the leading regional markets in the U.S.,” said Chase Hawkins, vice president of Cadillac U.S. sales. “We’re taking a very long-term approach, but the initial feedback is very strong as ATS creates an entryway into the Cadillac brand for new luxury consumers.”
Cadillac’s October retail sales increased 15 percent compared to October of 2011, while total sales increased 11 percent year-over-year. Finally, October was also Cadillac’s fifth consecutive month of retail sales gains — momentum that is spearheaded by the ATS and XTS.
The GM Authority Take
The fact that the ATS is attracting conquest buyers is excellent news. As more car buyers learn about the New Cadillac and its new compact performer, we expect the unit sales to increase from October’s 1,266. Let’s see where we are this time next year; by that time, the all-new CTS would have already launched, as well. Now, let’s hope Caddy has some effective retention programs in place to keep all of the new customers in the family.