Cadillac ATS sales increased in the United States and decreased in Canada in January 2018.
Cadillac ATS Sales - January 2018 - United StatesIn the United States, Cadillac ATS deliveries totaled 1,155 units in January 2018, an increase of about 19 percent compared to 974 units sold in January 2017. Retail sales increased 18 percent.
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Cadillac ATS Sales - January 2018 - CanadaIn Canada, Cadillac ATS deliveries totaled 75 units in January 2018, a decrease of about 24 percent compared to 99 units sold in January 2017.
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The GM Authority Take
January represented the ATS’ first year-over-year sales increase in 16 months, a circumstance we suspect was caused by a significant push to sell the vehicle on the retail side, as evidenced by Cadillac’s 18 percent in Cadillac retail deliveries. The theory that ATS sales increased as a result of higher fleet sales doesn’t correlate with Cadillac fleet sales results, which decreased 52 percent (or 1,154 units) in January. Despite the uptick in sales volume, newer, more modern, and more competitive rivals took the market by storm during the 2017 calendar year at the expense of the ATS, which continues as the oldest entry in its class with very little marketing support.
The ATS family finished the month in seventh place in terms of cumulative sales volume in its segment, behind BMW 3/4 series in first place with a cumulative 6,136 sales, Mercedes-Benz C-Class in second with 4,419 deliveries, Audi A4/A5 family in third with a cumulative 3,623 sales, Infiniti Q50/Q60 in fourth with a cumulative 3,324 deliveries, Acura TLX in fifth with 2,155 deliveries and the Lexus IS/RC in sixth with a cumulative 1,608 deliveries. The ATS finished ahead of the Volvo 60 series in eighth with 993 cumulative units and the Alfa Romeo Giulia, which came in last (ninth) place with 948 deliveries, despite the Alfa Romeo brand’s limited recognition and a tiny retail network in the country.
Despite the uptick in January, we expect ATS sales to continue decreasing in U.S. due to the following three factors:
- The age of the current model: though the ATS is a solid car, it is also the oldest in its segment, and that age shows when the vehicle is stacked against its most direct rivals. The product’s negative attributes also include various refinement items and details, such as the cabin and the powertrain (specifically the 2.0L Turbo LTG engine and 8-speed transmission). The vehicle does, however, excel in terms of driving dynamics, in-vehicle technology, and safety.
- A lack of marketing support: the ATS sees extremely little advertising from Cadillac, thereby decreasing awareness of the model and negatively impacting its performance for potential new customers.
- The inability to retain existing ATS owners: Cadillac was somewhat successful in getting new customers to try the ATS, but has not been as successful in retaining these customers for another ATS lease or purchase… either as a result of product-related reasons or being out-marketed by competitors, with customers switching to rival luxury brands in the segment.
Thus, a complete replacement of the ATS is the only tangible solution to improve Cadillac’s position in this segment. See section entitled Replacement below for complete details on the ATS’ upcoming replacement.
Sales Numbers - Compact Luxury Cars - January 2018 - United States
|MODEL||JAN 2018 / JAN 2017||JANUARY 2018||JANUARY 2017||YTD 2018 / YTD 2017||YTD 2018||YTD 2017|
Cumulative sales of the compact luxury car segment grew roughly one percent in January.
- ATS sales include Cadillac ATS Sedan and ATS Coupe, along with their respective high-performance V variants
- C-Class figures include Mercedes-Benz C-Class Sedan, C-Class Coupe and C-Class Convertible, along with their respective high-performance AMG variants
- 3 Series figures include BMW 3 Series sedan and 3 Series GT, along with their respective high-performance M variants
- 4 Series figures include BMW 4 Series coupe and 4 Series Gran Coupe, along with their respective high-performance M variants
- A4 figures include Audi A4 sedan, S4 sedan; does not include A4 allroad
- A5 figures include Audi A5 coupe, A5 convertible, A5 Sportback as well as S5 coupe, S5 convertible and S5 Sportback and RS5 Coupe
- Q50 figures include Infiniti Q50 Sedan
- Q60 figures include Infiniti Q60 Coupe
- Volvo 60 series figures comprised of:
- S60, the sedan variant of Volvo 60 series
- S60 CC, the ruggedized variant of the Volvo S60 sedan
- V60, the wagon variant of Volvo 60 series
- V60 CC, the ruggedized variant of Volvo V60 wagon
- Alfa Romeo Giulia includes Giulia sedan and Giulia Quadrifoglio sedan
- Sales figures for the Jaguar XE, which competes in the compact luxury car class, are not included since Jaguar does not disclose sales by vehicle line
About Cadillac ATS
The Cadillac ATS is a range of compact luxury cars that includes the ATS Sedan, ATS Coupe, and high-performance ATS-V variants of each model. The vehicle slots under the midsize Cadillac CTS and a full-size Cadillac CT6.
Currently in its first generation, the ATS was introduced for the 2013 model year. The vehicle is based on the regular-length wheelbase variant of the GM Alpha platform. A longer variant of the same architecture underpins the third-generation Cadillac CTS and sixth-generation Chevrolet Camaro.
For the 2018 model year, the ATS gets a new exterior color, an automatic heated steering wheel, the all-new CUE 3.0 infotainment system, and the deletion of several features such as the Carbon Black Package, and more.
For North American markets, the Cadillac ATS is built exclusively at the GM Lansing Grand River factory in Michigan operated by GM USA. For the Chinese market, the ATS is sold exclusively as an extended wheelbase model called the ATS-L. That model is built at the Jinqiao South factory operated by GM China.
As we have predicted for the last year, the 2018 model year will be the last for the ATS Sedan, as the vehicle will be replaced for the 2019 model year by an entirely new, next-generation model called Cadillac CT5 that is roughly the size of the current CTS while being priced in the same general price range. The ATS Coupe, meanwhile, will continue for at least the 2019 model year, or until Cadillac readies a coupe version of the CT5. Another model will come roughly a year later for the 2020 model year. Called either Cadillac CT4 or Cadillac CT3, the model will be roughly the same size as the current ATS Sedan while being priced at a lower price point.
About The Numbers
- All percent change figures compared to Cadillac ATS January 2017 sales, except as noted
- In the United States, there were 25 selling days in January 2018 and 24 selling days in January 2017
- In Canada, there were 25 selling days in January 2018 and 24 selling days in January 2017
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