When Cadillac first rolled out its compact luxury competitor in 2012, the ATS, it intended to bring the fight to established rivals such as the BMW 3-series, Mercedes-Benz C-Class and Audi A4. Sales of the ATS in 2013 were confidence inspiring, but Automotive News says the numbers have since tapered off due to new entries that are even smaller than the ATS, such as the Mercedes CLA and Audi A3.
Through May of this year, ATS sales have slumped 20 percent. Prior to his departure earlier this month, Cadillac’s U.S. sales chief, Bill Peffer, admitted the segment has since gotten a little more cutthroat, with consumers becoming tempted by the $30,825 entry price of the front-wheel drive CLA and A3, both of which carry a $29,900 entry price.
“It’s a very crowded and competitive segment. There are new entries in there all the time,” Peffer admitted to AN at the New York Auto Show in April.
Cadillac will begin selling the coupe variant of the ATS shortly, which it is hoping will increase interest in the model range. The brand also put forth the ‘Crimson’ special edition earlier this year, which features several unique sporty features and a limited-edition color scheme.
Apart from sales, Cadillac is having a small crisis within its upper management. Peffer left abruptly after less than 10 months on the job, becoming the third head of the brand’s sales operations to leave GM in two years. Additionally, it has been said that Caddy’s global chief, Bob Ferguson, has been spending most of his time lobbying in Washington following General Motors’ ignition switch recall.
The sweepstakes closes on December 22nd and the drawing will take place on December 28th.
At a time of year when luxury car ATP usually rises.
Sales decreased 5.6 percent to 16,670 units during the first ten months of 2024.
Specifically critical minerals supply chain development.
Scheduled for a Spring 2025 launch.
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CTS had taken back customers. Unfortunately, Caddy isn't growing as quickly as needed meaning ATS and CTS are eating one another alive. The cars looking do similar doesn't help matters much.
The real question to ask is why isn't Cadillac growing faster on it's home turf.
PSAs DS line is now seeking over 200,000 units globally with a far smaller line up and what would seem to be weaker identify.
Cadillac needs a more diverse line up; solid marketing so that the brand stands for SOMETHING, really anything will do at this point. Also, Cadillac should reexamine the naming scene, possibly revert back to traditional naming or an alpha numeric scheme that actually means something--LTS sounds like a cross between a religious cult and a new sandwich at BK.
Buick should be handling the Audi 3 bellow $30,000 space while protecting Cadillac from Lincoln (a brand that I've mocked until realizing that they market their overpriced Fords better than Caddy does it's authentic engineering).
The issue is that anyone who owned a Cadillac in the 90's and into 2k's know that they are absolute garbage, so why spend 40k+ on a car that is worth 500 bucks after 5 years.. It's not a good investment for a car buyer to buy a car like that, especially at a marketed price that is comparable to much better built and engineered.. not to mention backed cars.. The Shortstar and Northstar engines were absolute garbage, should have been recalled for a mass issue with head gasket issues, over heating, and electrical problems.. Don't get me wrong.. they were big, comfortable, fast, and very nice to drive, as well as be in.. and had GM fixed the issues, and recalled the cars to correct all the problems with those northstar engines, i would be lined up to buy a new caddy.. But the fact of the matter is that they don't stand by there products.. (proof is the massive lawsuit that is taking place right now, with what is it, 2.6Million recalls?) which as a result will likely ruin them.. So while i will say, hey that is a sharp car.. i would buy a new Lexus, BMW, or Audi any day before i bought another Cadillac..
I think the CTS may be stealing some sales away. I also agree with Grawdaddy that dealers do not know how to sell these vehicles. A Convertible and Wagon should be coming to help increase sales. I do think that some of the engines choices are not up to par with competition in terms of efficiency, power, and NVH.
VVT, SIDI, IVVL, and VTM
Standard- 1.6t I4 with 230HP and 245-260LB-FT
Hybrid- 1.6t eAssist I4 with 235HP and 250-265LB-FT
Diesel- 2.8tdi I4 with 225HP and 350-365LB-FT
Luxury Standard- 1.6t I4 with 230HP and 245-260LB-FT
Luxury Optional / Performance/Premium Standard- 2.0t I4 with 290HP and 310-320LB-FT
Performance/Premium V Sport Optional- 3.0t V6 with 360HP and 370-380LB-FT
V- 3.6tt V6 with 445HP and 460-480LB-FT
Cadillac needs a car below the ATS. Something that's red-blooded and dynamic, which isn't Buick's current forte. Buick is more about being approachable luxury and impressive content for the money. And the fact the ATS and CTS are trying to "do the same thing" (capture a similar audience) doesn't matter. There's a significant price gap between the two, not to mention size. This is basic brand and vehicle hierarchy 101. The products are there... the ATS and CTS are far more dynamic than comparative BMW offerings. But BMW, its dealer network, and its marketing have managed to maintain a constant brand message and bring in a specific customer over the past 40 years. Cadillac is still refining what it's been doing for the past ten, and it's showing.
Anyone notice how the media is all over Cadillac on this but yet say nothing about Lincolns death spiral. Lincoln may be in the end stages as their reworking is not doing well at all and yet they jump all over this car that has only produced one new model so far.
With the coupe just to appear it is like someone is trying to sabotage the ATS before they get to the next step.
I am not a conspiracy guy but there are times you have to wonder.
After all the air bag misinformation and the media not giving full disclosure. Also the truck sales being down due to weather and the lack of incentives it is appearing to me that someone is working hard to discredit GM at any chance anymore. When they get discredited like on the truck they vanish. Note of late the air bag thing seldom gets mentioned because there is no more story to tell and the public has lost interest. Also it did not effect sales.
Now they are on the recall bashing but say little about the other brands. Even the new Airbag recall is getting limited action.
I am not saying this is what is happening but it makes you think and watch to see how things are handled on other GM topics vs the other brands.