Cadillac ATS sales decreased in the United States and in Canada in November 2017.
Cadillac ATS Sales - November 2017 - United States
In the United States, Cadillac ATS deliveries totaled 831 units in November 2017, a decrease of about 44 percent compared to 1,490 units sold in November 2016.In the first eleven months of the year, ATS sales decreased about 38 percent to 12,007 units.
| MODEL | NOV 2017 / NOV 2016 | NOVEMBER 2017 | NOVEMBER 2016 | YTD 2017 / YTD 2016 | YTD 2017 | YTD 2016 |
|---|---|---|---|---|---|---|
| ATS | -44.23% | 831 | 1,490 | -37.51% | 12,007 | 19,213 |
Cadillac ATS Sales - November 2017 - Canada
In Canada, Cadillac ATS deliveries totaled 97 units in November 2017, a decrease of about 37 percent compared to 155 units sold in November 2016.In the first eleven months of the year, ATS sales decreased about 5 percent to 2,073 units.
| MODEL | NOV 2017 / NOV 2016 | NOVEMBER 2017 | NOVEMBER 2016 | YTD 2017 / YTD 2016 | YTD 2017 | YTD 2016 |
|---|---|---|---|---|---|---|
| ATS | -37.42% | 97 | 155 | -5.39% | 2,073 | 2,191 |
The GM Authority Take
Newer, more modern, and more competitive rivals continue to eat the ATS’ lunch, while the Cadillac continues as the oldest compact entry 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 place (eighth) in terms of cumulative sales volume in its segment, behind BMW 3/4 series in first place with a cumulative 8,957 sales, Mercedes-Benz C-Class in second with 6,001 deliveries, Audi A4/A5 family in third with a cumulative 4,933 sales in third, Infiniti Q50/Q60 in fourth with a cumulative 5,106 deliveries, Lexus IS/RC in fifth with a cumulative 3,284 deliveries, Acura TLX in sixth with 2,564 deliveries, and the Volvo 60 series in seventh with a cumulative 1,087 units. ATS sales did, however, finish ahead of the segment newcomer, the Alfa Romeo Giulia, which came in last (ninth) place with 756 deliveries, despite the Alfa Romeo brand’s limited recognition and a tiny retail network in the country.
What’s more, the ATS also posted the highest cumulative sales drop in its segment in the United States. The second-highest was the Volvo S60 (down 39 percent) and Lexus IS (down 31 percent).
We attribute the steep decrease in U.S. ATS sales volume 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.
As such, we do not foresee ATS sales picking up until the vehicle is discontinued for the 2019 model year and Cadillac introduces its replacements (see “Replacement” section below).
Sales Numbers - Compact Luxury Cars - November 2017 - United States
| MODEL | NOV 17 / NOV 16 | NOVEMBER 17 | NOVEMBER 16 | YTD 17 / YTD 16 | YTD 17 | YTD 16 |
|---|---|---|---|---|---|---|
| 3 SERIES | +14.23% | 6,181 | 5,411 | -15.42% | 53,893 | 63,718 |
| 4 SERIES | -14.32% | 2,776 | 3,240 | +12.74% | 36,223 | 32,129 |
| C-CLASS | -17.35% | 6,001 | 7,261 | +1.61% | 70,947 | 69,822 |
| A4 | -14.41% | 2,690 | 3,143 | -0.52% | 30,518 | 30,678 |
| A5 | +365.35% | 2,243 | 482 | +136.29% | 18,343 | 7,763 |
| Q50 | +27.61% | 4,289 | 3,361 | -8.00% | 35,156 | 38,213 |
| Q60 | +0.37% | 817 | 814 | +234.76% | 9,882 | 2,952 |
| IS | -31.17% | 2,458 | 3,571 | -27.85% | 23,705 | 32,857 |
| RC | -6.24% | 826 | 881 | -34.04% | 6,677 | 10,123 |
| TLX | +12.41% | 2,564 | 2,281 | -5.34% | 31,745 | 33,535 |
| S60 | -39.16% | 808 | 1,328 | -9.01% | 11,071 | 12,167 |
| S60 CC | +47.62% | 62 | 42 | -46.12% | 285 | 529 |
| V60 | -59.93% | 117 | 292 | -31.29% | 2,112 | 3,074 |
| V60 CC | -53.49% | 100 | 215 | -18.83% | 2,017 | 2,485 |
| ATS | -44.23% | 831 | 1,490 | -37.51% | 12,007 | 19,213 |
| GIULIA | * | 756 | 0 | +112,642.86% | 7,892 | 7 |
| TOTAL | -0.87% | 33,519 | 33,812 | -1.89% | 352,473 | 359,265 |
Cumulative sales of the compact luxury car segment decreased a slight 0.87 percent in November while decreasing 1.89 percent during the first 11 months of 2017.
- 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
Cadillac ATS family
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.
Replacement
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.
Pictures
[nggallery id=589] [nggallery id=642]About The Numbers
- All percent change figures compared to Cadillac ATS November 2016 sales, except as noted
- In the United States, there were 25 selling days in November 2017 and 25 selling days in November 2016
- In Canada, there were 26 selling days in November 2017 and 26 selling days in November 2016
Related News & Info
- GM news
- GM incentives and offers
- Cadillac ATS information
Related Sales Reporting
- Running GM sales results
- Running Chevrolet sales results
- Running Cadillac ATS sales results
- Running Cadillac sales results
- Running Buick sales results
- Running GMC sales results
- Running Chevrolet sales results
- November 2017 GM sales results
- U.S. GM November 2017 sales results
- U.S. November 2017 Chevrolet sales results
- U.S. November 2017 Cadillac sales results
- U.S. November 2017 Buick sales results
- U.S. November 2017 GMC sales results
- GM Canada November 2017 sales results
- Canada November 2017 Chevrolet sales results
- Canada November 2017 Cadillac sales results
- Canada November 2017 Buick sales results
- Canada November 2017 GMC sales results
- GM China November 2017 sales results
- Global November 2017 Cadillac sales results
- U.S. GM November 2017 sales results
Comments
It’s tough. They are undoubtedly a niche vehicle. They are not practical for everyone, nor can everyone afford one. They certainly do get very high praise from all of the reviews I have seen, however. And the price typically comes in quite less than its competitors. Every 3 years, I lease a new GM daily driver (my Camaro SS is only a weekend vehicle). It crossed my mind to get one of these as a DD before, but living in the Northeast, it would be worthless in the winter. 🙁
Edit: I am speaking solely of the ATS-V.
They’re niche because they are a good handling car. That’s the standout quality. So is the very handsome and attractive design.
But the other aspects of the ATS like interior luxury and specific features were left unattended from this model. Just imagine what an ATS with a slightly larger rear seat, more refined powertrain lineup, better interior, and other amenities would do in the segment.
More marketing is also a big deal.
But all the attention is being focused on the CT5, which I expect will sell much better, at least at launch.
It comes in AWD too.
Not the V.
He did not mention the V.
True.
Just because you guys think All customers want Sporty Rocket Ships, does not make it so.
The sales figures prove that.
But GM knows better, Don’t they?
The ATS is the car that should never have been.
They do not learn anything from history with the with the Cimarron, and although people at GM changed, the customers for Cadillac have not.
Oh the haters.
First of all, you’re judging the sales results of a car that has been end of lifed… you do know that, right? There is no focus on selling it any more, as evidenced by zero marketing and no sales support at the retail level. Ask any Cadillac dealer what their district sales manager is saying about the ATS and CTS. Both are as good as dead. But they still make money at this low level of sales.
If you want to make conclusions about sales results, I suggest you look at the segment, which is extremely healthy. Heck, the ATS sold quite well into this very segment when it first launched. Sales have dropped because Cadillac has ceased marketing the car and because it has neglected the product as it focuses on the CT5.
Second: no one is saying that customers want sporty rocket ships. Enough with the hyperbole.
Have you driven any of the ATS models? It is as comfortable over long trips as it is sporty. Put it in comfort mode and it’s serene. Put it in sport and it’s lively. Two cars in one.
This segment is about striking a perfect balance between sport and luxury. The BMW 3 series established this segment on that understanding, and the segment itself continues to thrive… which means that most luxury car buyers still value and desire this kind of car that delivers exactly that kind of experience.
Conclusion: the ATS is a fine car and does a lot well, like the driving experience. It just doesn’t do a lot of other things well enough, such as interior comfort, quality, pizzaz/design… and having zero marketing helps that much less.
“Silent”, everything you said about the ATS could be said about the XTS. The XTS has been publicly named for extinction, and its had no marketing of any kind in many years. It’s just as old as the ATS. Yet the XTS outsells the ATS – in November it was by more than a 2/1 margin – even though it costs more. And even though it has to compete internally with the CT6.
Steve is correct that there’s a disconnect between what the public wants, and what GM wants to make, or what professional auto writers and bloggers want. Steve’s correct that the public wants more than just sporty rocket cars, as he calls them.
But GM seems to only listen to the professional auto writers, who heap praise on sports/performance oriented Cadillacs like the ATS, rather than giving the public the Cadillacs that they actually want. It’s funny to see people scratching their heads saying “this car got great reviews in the auto press, yet for some reason it doesn’t sell well to the public”.
Newsflash – the taste/desires in cars of the auto press is not the same as that of the general public. To think so would be like thinking that the professional news organizations have the same overall political views as the general public. In reality they simply don’t match up. If GM/Cadillac wants to make more profit, they need to reach outside of their insular world, and make cars that the public actually wants – even if the auto press doesn’t embrace those models like they do with their “sporty riding” cars.
Oh here’s comes the moanfest despite model replacements within a year.
One wonders how things can go so badly when this car underpins the Chevrolet Camaro which sold over 4,700 units in November 2017 and whether making the Chevrolet 6.2L V8 available for the ATS make a difference.
Right. But the Camaro is a legend in its segment. Even if they put out $hit on a stick and called it Camaro, it would probably still sell relatively well just due to the brand loyalty.
By comparison, the ATS is a new nameplate with no prior loyalty or history in its segment from a damaged brand with poor associations. So it’s job is that much more difficult. Although I do believe that the LT1 would have been a better motor in the ATS-V than the LF4. But that matters little.
What truly matters is establishing Cadillac and it’s models, year by year, generation by generation. That’s what is happening with this car, and the upcoming wave of CT# cars.
Until the end of Dec, you have Costco Supplier Discount, GM Points and $3,000 flex cash on 2018 ATS and
more flex cash on a 2017.
Leases residuals have sunk, since the car isn’t selling well in the used market.
What is the max flex cash allowed on the 2017 ATS ?
Dated bs. Change it asap
v8 would of helped, time to ditch the “arts and science” design, I like it, but I cannot afford one ats_v