Cadillac ATS Sales Fall 37 Percent To 1,005 Units In February 2017
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Cadillac ATS sales decreased in the United States and in Canada during February 2017.
Cadillac ATS Sales – February 2017 – United States
Cadillac ATS deliveries in the United States totaled 1,005 units in February 2017, a decrease of nearly 37 percent compared to 1,591 units sold in February 2016. In the first two months of 2017, sales of the ATS have decreased 25.6 percent to 1,979 units.
Sales Numbers - Cadillac ATS - February 2017 - United States
| MODEL | FEB 17 / FEB 16 | FEBRUARY 17 | FEBRUARY 16 | YTD 17 / YTD 16 | YTD 17 | YTD 16 |
|---|---|---|---|---|---|---|
| ATS | -36.83% | 1,005 | 1,591 | -25.55% | 1,979 | 2,658 |
Cadillac ATS Sales – February 2017 – Canada
In Canada, ATS sales decreased 32.6 percent to 116 units in February 2017. In the first two months of the year, ATS sales totaled 215 units in Canada, a decrease of 50 percent compared to the first two months of 2016.
Sales Numbers - Cadillac ATS - February 2017 - Canada
| MODEL | FEB 17 / FEB 16 | FEBRUARY 17 | FEBRUARY 16 | YTD 17 / YTD 16 | YTD 17 | YTD 16 |
|---|---|---|---|---|---|---|
| ATS | -32.56% | 116 | 172 | -50.12% | 215 | 431 |
The GM Authority Take
Being the oldest vehicle in its class, the Cadillac ATS continues to suffer at the hands of newer competitors, such as the Mercedes-Benz C-Class (6,453 deliveries, up 27.1 percent), BMW 3 Series (4,408 deliveries, down 4.1 percent) and even the Alfa Romeo Giulia (412 deliveries). In addition, we also believe that ATS sales are being negatively impacted by the ongoing shift in consumer buying dynamics, which favors crossover utility vehicles (CUVs) at the expense of sedans and coupes.
While we posited that Cadillac is waiting to replace the ATS (with what will likely be called Cadillac CT3), the brand recently released a 30-second spot entitled Jack of All Trades focusing on the compact luxury sedan.
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Reporting by Francisco (Frankie) Cruz. GM Authority Take analysis by Alex Luft.
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Until Cadillac starts to offer a high performance CTS size coupe again, like the V, they are totally screwed. They teased us with the Elmarj, which is a great looking car. Put it into production guys!
I think the Cadillac Marketing Department has missed the mark. Look at the demo graphics. There are a bunch of “boomers” out here now that can afford a, ” luxury hot-rod”. We grew up on coupes and fast cars. The ATS isn’t cutting it. Not enough ponies under the hood. And the styling, well…
You are way off the mark, pretty much in every aspect of your comment.
First: the segment you are referring to is very small. Midsize luxury coupes are being dominated by Mercedes (E-class) and BMW (6er). Nobody else even dares touch it. Mind you, the segment is very profitable but is not growing. Baby boomers are buying crossovers. Not coupes.
As for the ATS-V: it has way more than “enough” ponies under the hood for a high performance C-segment vehicle. And it has way more power than 95% of car buyers in North America will ever come into contact with.
As for Cadillac styling: that’s the one thing that actually has German marques trembling. It is Cadillac’s one major competitive advantage. The design language resonates very well in unbranded studies globally. The problem is the damaged Cadillac brand, which people still do not want as much as the German competitors despite the stellar styling. That will change with time, but not immediately.
So a Cadillac midsize coupe would be cool… but that’s not where the priorities lie. Currently, the focus is to being crossovers to market as quickly as possible. That’s what everyone is buying by the boatload, baby boomers included. A midsize coupe would be great, but is not a priority.
The fact that the ATS-V coupe doesn’t cut it for you has nothing to do with the ATS-V coupe, but with the fact that there isn’t a two-door CTS-V.
“ATS sales are being negatively impacted by the ongoing shift in consumer buying dynamics, which favors crossover utility vehicles (CUVs) at the expense of sedans and coupes”. Why Mercedes-Benz C-Class and BMW 3 Series sels more cars?
Because they are the stalwarts of the segment with an established customer base.
You really need to understand the consumer behavior here.
At the present moment, there is no absolutely concrete reason for someone to buy the ATS over the competition, mostly because it is the oldest in the segment. So consumers look at the ATS and either buy the German rivals or look at another class altogether… like crossovers.
So, Cadillac could do a refresh of the ATS and more promotion.
At this point, they need an entirely new car.
That’s because the segment has shifted and become larger than the last-gen models that the ATS was benchmarked against. The ATS’ tight rear seat is a deterrent over the new C-Class and A4, all of which have more rear seat space because of models underneath them. Outside of that, there’s just a bunch of small things that don’t play into its favor.
That’s why you need a new car… one that gives people a true reason (outside of stellar driving dynamics) to buy it.