Cadillac ATS sales decreased in the United States and increased in Canada in August 2017.
Cadillac ATS Sales - August 2017 - United States
In the United States, Cadillac ATS deliveries totaled 1,012 units in August 2017, a decrease of about 59 percent compared to 2,477 units sold in August 2016.In the first eight months of the year, ATS sales decreased about 37 percent to 8,998 units.
| MODEL | AUG 2017 / AUG 2016 | AUGUST 2017 | AUGUST 2016 | YTD 2017 / YTD 2016 | YTD 2017 | YTD 2016 |
|---|---|---|---|---|---|---|
| ATS | -59.14% | 1,012 | 2,477 | -37.34% | 8,998 | 14,360 |
Cadillac ATS Sales - August 2017 - Canada
In Canada, Cadillac ATS deliveries totaled 238 units in August 2017, an increase of about 9 percent compared to 219 units sold in August 2016.In the first eight months of the year, ATS sales increased about 4 percent to 1,617 units.
| MODEL | AUG 2017 / AUG 2016 | AUGUST 2017 | AUGUST 2016 | YTD 2017 / YTD 2016 | YTD 2017 | YTD 2016 |
|---|---|---|---|---|---|---|
| ATS | +8.68% | 238 | 219 | +4.12% | 1,617 | 1,553 |
The GM Authority Take
ATS sales continue to suffer at the hands of newer and more modern competitors, as it soldiers on as the oldest vehicle in its class and nearly non-existent marketing support.
This series of events has led the ATS family to come in second-to-last last in terms of cumulative sales volume in its segment, behind BMW 3/4 series in first place with 8,791 sales, Audi A4/A5 family with 5,349 sales in second, Mercedes-Benz C-Class family with 5,304 deliveries in third, Infiniti Q50/Q60 in fourth with 3,231 deliveries, Lexus IS/RC in fifth (3,110 deliveries), and the Volvo 60 series in sixth (1,400 deliveries). ATS sales did, however, finish ahead of the segment newcomer, the Alfa Romeo Giulia, which came in last place with 916 deliveries despite limited brand recognition and (when compared to Cadillac) a lilliputian retail network.
What’s more, the ATS also posted the highest cumulative sales drop in the segment in the U.S. The closest was the Lexus RC (down 37 percent), Infiniti Q50 (down 32 percent) and Lexus IS (down 30 percent).
We attribute the steep decrease in U.S. ATS deliveries 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 model… either as a result of product-related reasons or being out-marketed by competitors, with customers switching to rival luxury brands in the segment.
As such, we do not foresee ATS sales picking until its replacement – believed to be called the CT3 – arrives in the 2019-2020 timeframe.
Sales Numbers - Compact Luxury Cars - August 2017 - United States
| MODEL | AUG 17 / AUG 16 | AUGUST 17 | AUGUST 16 | YTD 17 / YTD 16 | YTD 17 | YTD 16 |
|---|---|---|---|---|---|---|
| 3 SERIES | -8.60% | 5,379 | 5,885 | -18.59% | 37,170 | 45,660 |
| 4 SERIES | +49.32% | 3,412 | 2,285 | +12.14% | 26,629 | 23,747 |
| C-CLASS | -13.40% | 5,304 | 6,125 | +6.07% | 52,755 | 49,734 |
| A4 | -7.39% | 2,746 | 2,965 | +10.59% | 22,667 | 20,496 |
| A5 | +206.96% | 2,603 | 848 | +95.70% | 11,597 | 5,926 |
| Q50 | -32.15% | 2,541 | 3,745 | -7.70% | 24,740 | 26,804 |
| Q60 | +308.28% | 690 | 169 | +707.10% | 7,393 | 916 |
| IS | -30.64% | 2,445 | 3,525 | -28.52% | 17,216 | 24,085 |
| RC | -37.56% | 665 | 1,065 | -41.56% | 4,286 | 7,334 |
| S60 | +1.35% | 1,125 | 1,110 | -8.87% | 7,978 | 8,755 |
| S60 CC | -7.50% | 37 | 40 | -56.00% | 176 | 400 |
| V60 | -67.54% | 111 | 342 | -26.76% | 1,801 | 2,459 |
| V60 CC | -69.17% | 127 | 412 | -7.83% | 1,731 | 1,878 |
| ATS | -59.14% | 1,012 | 2,477 | -37.34% | 8,998 | 14,360 |
| GIULIA | * | 916 | * | * | 5,494 | * |
| TOTAL | -6.07% | 29,113 | 30,993 | -0.83% | 230,631 | 232,554 |
Cumulative sales of the compact luxury car segment decreased 6 percent to 29,113 units in August. During the first eight months of 2017, segment sales are roughly flat at 230,631 units.
- 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;Â 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 Q50Â 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.
The vehicle is expected to be replaced by an entirely new, next-genreation model called Cadillac CT3 for either the 2019 or 2020 model years. As such, the 2018 model year ATS could be the last year of the current, first-gen model.
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.
About The Numbers
- All percent change figures compared to Cadillac ATS August 2016 sales
- In the United States, there were 27 selling days in August 2017 and 26 selling days in August 2016
- In Canada, there were 26 selling days in August 2017 and 25 selling days in August 2016 (Canada)
Related News & Info
- GM news
- Cadillac ATSÂ information
Related Sales Reporting
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- August 2017 GM sales results
- U.S. GM August 2017 sales results
- U.S. August 2017 Chevrolet sales results
- U.S. August 2017 Cadillac sales results
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- GM Canada August 2017 sales results
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- GM China August 2017 sales results
- Global August 2017 Cadillac sales results
- U.S. GM August 2017 sales results
Comments
A little more than one per dealership. In a month’s time.
For the record, my very quick search indicates approximately 270 Acura dealerships in the U.S., 155+ Alfa Romeo dealerships, 290 Audi dealerships, 339 BMW dealerships, 925 Cadillac dealerships (of which 40% were offered a buyout in 2016–so that number should come down), 380 Mercedes dealerships, 400+ Infiniti dealerships, 236 Lexus dealerships, and 293 Volvo dealerships.
Clearly, the new ‘ATS’ (CT3) cannot come soon enough…soooo 2019 then.
Well, calendar year 2019 is what I believe. That lines up with all kinds of planned activity at the plant set to take place beforehand.
Quick! Answer this question — The compelling reason to buy an ATS is ______________
Obviously the strategy that Cadillac President Johan de Nysschen has for Cadillac is not in sync with the American people as one has to wonder how long General Motors CEO Mary Barra will allow the insanity to continue because a couple of little things could improve ATS sales like building the ATS-L design from China where a longer wheelbase gives more rear passenger legroom or adopting suspension designs from the Camaro 1LE to transform the ATS into a true road car.
The insanity is that some people do not understand that the current product except the CT6 and XT5 is done with. There is zero focus or attention to it from an improvement, development or marketing standpoints. This also includes the ATS-L.
All efforts are being put towards the future CT/XT models. That is the strategy. It’s not necessarily JDN’s strategy. It’s a strategy that was initiated and approved with him and with many others on the corporate leadership level. Not sure how the sales volumes like the above factor into it, but it has always been part of the strategy to let the current products ride out without many changes, updates, etc.
I was under the impression that this was universally understood.
Why would one invest in a lame duck model on the verge of being replaced.
Would it b3 much more wise to invest in the coming product that is going to project the future vision of Cadillac.
Ok so you invest in a LEB ATS and sell it for a year and sell it at a higher price. Yet most buyers just buy a CTS anyways .
That would be insane.
Second spending money to adapt a Chevy suspension to a Cadillac for a year? How many times do you need to adapt a Chevy for Cadillac failure before you learn that does not work.
Cadillac is focused to create their own models, their own engines for their own image.
The Chevy bits are nice but you can not move them and tell everyone you are leading edge and world class with a pick up engine. There is just no added value to that.
You want to sell at a higher price you needs to give them a reason to pay more for ATS than a Camaro.
The ATS needs a midlife refresh, but only if the CT3 comes in 2020.
There won’t be one. The new sedans will be here within 18 months or less.
18 months is a long time to continue to let sales slip but I do understand why. They still should have refreshed the interior some each model year instead of letting a few folks complain about for the last 4 years.
18 month it’s a longue time to let sels decrease like that and let people cross the road to other brands. A refresh is needed.
18 month or Less is not much time in car terms.
As for the slipping percentages it is not big numbers with a low volume division that sells at a high ATP.
Many want to think that selling a Cadillsc is like selling a Chevy when it is so very much different in a number of ways.
This lul in new product was planned and expected so the company will be fine.
The dealers on the other hand will struggle at the weaker dealers. The stronger will come through in scaved. If anything it may help weed out the weak dealer a key to stronger and better dealers moving forward.
To really get this you have to look big picture and look at it not as a volume brand as they once were.
Think of what GMC had done with the Denali and it is in a way similar just on a even more exclusive level.
For the record, the ATS is not the oldest car in the segment. The ATS was launched in 2012 as a 2013 model. The current BMW 3 series (F30) was launched in 2011 as a 2012 model, and it is still the number one selling car in the segment (3 and 4 series)
For the record, the F30 got a refresh for the 2016 model year. The ATS did not.
Outside of splitting hairs, the point is that the ATS’ age is working against it. That of the 3er is not.
Sorry broken record,
The BMW is newer.
Besides BMW right now depends more on image they have earned vs. Cadillac and the image they lack and are trying to earn.
You hold an image you don’t have to work as hard.
The XTS is just as old as the ATS, yet the XTS sold 70% more units in the US in August than the ATS. And at higher prices (and presumably higher profits). So can the “it’s old” excuse really be valid here? Also realize that in its early years, the ATS slightly outsold the XTS, but now the XTS outsells the ATS. Why?
One difference between the ATS and XTS could be that the ATS plays in a crowded field of similar cars, and one where being the “newest” and highest-tech entry is apparently very important to buyers in that segment. The XTS is a more relaxed car, which people are going to buy – or not – based on whether they like it, not so much whether it’s extremely new. Newness is of course always a factor for any model, but it seems to me that where the ATS plays, sales trail off much faster, the further one goes from the introduction.
GM/Cadillac as a business must decide where to allocate their investment in product, based in part by expected longevity of demand strength for each model. If a particular type of car requires more frequent and higher cost investment to create than other models, then GM should be considering this in terms of their overall profit picture. Of course they have made their decision in giving the reigns to JDN, and they are backing him with a large capital investment as well. Models like the ATS (sans angular styling) will be favored, models like the XTS will be dropped. Whether or not this is a wise business decision is up to GM CEO Mary Barra, and beyond her the GM board of directors, and beyond them the GM shareholders.