Can Cadillac’s latest really challenge the Germans?

 

Ten years after the debut of its first real sports sedan, the 2003 CTS, Cadillac is once again going BMW 3 Series hunting, this time with its all-new 2013 ATS sedan, set to debut at next month at the Detroit show, and go on sale later in 2012.

 

Briefly: The ATS is Cadillac’s second crack at the highly competitive and highly coveted entry-level sports sedan segment, a class dominated by the 3 Series since Buffy and Chad started dating in the eighties, and also filled with the imported likes of the Audi A4 and Infiniti G37.

 

Tough crowd, then.

 

As good as the existing CTS has been, a car that I’ve often considered the most competitive car GM makes, its sized more like a midsize BMW 5 Series. Hence the smaller, more compact ATS, which also debuts an all-new GM rear-wheel-drive platform.

 

Like the vaunted BMW, the ATS will offer a full menu of powertrains. Already on the books are a 2.5-litre four, a 270 hp turbo 2.0-litre four, and the full-tilt-boogie 318 hp 3.6 six from the bigger CTS, but in a much more nimble and lighter chassis.

 

Even manual transmissions will be available.

 

Also like the CTS, Cadillac has returned to Germany’s Nürburgring. Not only to develop the car, but to film a bunch of promotional videos so you also know they developed the car at the Nürburgring.

 

All very well and good.

 

But even if the ATS is as good a drive as the 3 Series or the others in this class, can it overcome its Cadillac badge?

 

Or are buyers who normally pop for imported sports sedans simply too brand-conscious to make the switch?

 

Comments

[RP]

I'm not sure how the ATS will work out for Cadillac, but if its priced right it could do quite well I suspect.

Personally, I'll never buy a Cadillac, or any other GM product for that matter.

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[RP]

The ATS might sell well in North America, but I can't see it doing very well in Europe. Cadillac just isn't taken seriously over there with the possible exception of the CTS-V.

Cadillac IMO has too much bling for European tastes.

[DJL]

In the North American market I think Cadillac is slowly making steps at improving their brand image, and both this new car, and the marketing effort at the Nürburgring will certainly help. But I'm not sure it will be enough.

Frankly, these days my biggest problem with GM's high performance vehicles isn't the performance, it's the styling, and in particular the interior styling and build quality. Take the Corvette ZR1 for example. From a performance stand point it's clearly able to compete with Audi, Porsche, Ferrari et al. But climbing into a ZR1 doesn't feel like you're climbing into a $120k car. Especially when too many of the interior parts and styling cues have clearly been lifted from less expensive GM cars.

What I think GM should do is come up with a new bespoke interior design and parts list for their high performance and higher priced vehicles. In the same way that the interior of an Audi has nothing in common with the interior of a VW, the new Cadillacs and the Corvettes ZR1 need to stop sharing design elements and interior parts lists with less expensive GM cars.

[Alan Wu]

Nice video...however that's not going to sell a car. Every company is so sophisticated these days when it comes to marketing and promotion that consumers have become pretty savvy. So not just a pretty girl or a nicely shot commercial will do anymore. People do so much more research now then just listen to what their neighbour or coworker thinks of their car. That said I really liked the docomentary feel of the video.

[Chevy HHR cold air intake]

Everyone's interests varies from racing or owning the car for personal use. This car is good for both and it is quite practical, too.

[Air Intake Kits]

I hope it all goes good for them Love the video. So inspiring.