• Jul 18th 2012 at 11:30AM
  • 57
Next month, Cadillac will launch an all-new car, the ATS, which the company is not bashful about saying is meant to be a competitor to the BMW 3 Series, a car usually held up as the best overall sports sedan in the world.

It is a tall claim by the luxury division of General Motors, a business unit that is trying hard to break away from its image with many car buyers as a maker of large, floaty, squishy driving sedans for AARP members.

In truth, Cadillac has spent a decade turning out several new models that successful baby boomers have embraced--namely the CTS sedan and coupe and the SRX crossover SUV. But the ATS is the most audacious, and best engineered bet that Caddy has made to turn more heads and change more minds.

Cadillac has never held a direct competitor to the 3 Series until now. The CTS was considered a "tweener" car that fit somewhere above the 3 Series and below the 5 Series, said Don Butler, Cadillac vice president for marketing.

"We thought we could force the issue and use the CTS to redefine the segment," he said Tuesday. "But we were wrong. It is essential for Cadillac to take on the 3 Series and the (Mercedes) C300 directly, which is what the ATS will do."

The compact luxury sedan is the largest luxury segment in the United States and the world, Butler noted. "We have to be in there."

The ATS arrives with a starting price of $33,990 (including destination charges), almost $2,500 less than the 2013 BMW 3 Series, which starts at $36,500. Cadillac expects the ATS to become the volume leader for Cadillac, with sales north of 50,000 units.

Besides the car being styled and engineered to take on BMW's 3 Series and the likes of Audi's A4, Cadillac is shaking up the way it communicates the ATS to the luxury car-buying public, especially those under age 40.

Check out The HuffingtonPost's Sharon Carty's take on the new ATS and its marketing pitch.




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  • 57 Comments
      jjbwnyc
      • 3 Years Ago
      black interior yuk!
      jchal20826
      • 3 Years Ago
      Can't wait. Gotta get one.
      amshelbytwp
      • 3 Years Ago
      Not only does Cadillac make better and FASTER, and nicer riding cars than BMW....they're built better - dollar for dollar - than BMW's. Besides.BMW's are butt-UGLY !!! GO GM, GO FORD, GO CHRYSLER. The imports STILL can't match the following......Corvettes, Challegers, Mustangs, Camaros, Chargers. The list goes on. Sorry import lovers........... YOU LOSE. The BIG 3 win.......BIG !!!!
        • 3 Years Ago
        @amshelbytwp
        What world are you living in?
        visconti24
        • 3 Years Ago
        @amshelbytwp
        If your posting has any semblance of reality, why does Cadillac compares itself to BMW? I have a Cadillac and I have a 5 series BMW. Believe me, Cadillac is NO BMW. Nor is Corvette comparable to the best sports cars available, Yes, use the caveat: "For the money." And finally, Chrysler is an Italian company, remember? FIAT to be precise.
        houseiowapark
        • 3 Years Ago
        @amshelbytwp
        The new Camaros are sooo sweet. Altimas look like big bugs(LOL), the BMW and Audi look like they always have, boring.
      LL
      • 3 Years Ago
      I am a single mother of one young child and I only have one income, which is only $21,000/year, Living in California! My credit is a real mess (due to being very irresponsible), but now I am making an effort to clean it up and make my life better. I have purchased almost EVERY program and have gone to just about every "free seminar" on making money online. Not only did these programs not work for me, I spent money that I truly did not have. I used all of my savings to get all these courses and found them to be extremely difficult to use and were not speaking my language. I wanted the make a better life for my child and me. Also, to leave him something when I'm gone. I was very excited to discovered this website: ( http://bit.ly/PartnerWPaul ) I wish I had known about this site five years ago I know it would have saved me a lot of capital.
      retired2violin
      • 3 Years Ago
      Why do car mfg.'s continually compete against themselves. GMC is General Motors, they produce Chevrolet, Buick, Cadillac. All have SUV lines and are really made to fit on a basic frame. GMC has cut out Pontiac, Oldsmobiles. Great, now they can eliminate the Cadillac SUV and stay competitive in the car world. No need to compete with German engineering. Plus the average consumer will not be able to purchase most of the newly made cars.
        houseiowapark
        • 3 Years Ago
        @retired2violin
        Yow, the price does illiminate the poor folks with the house apes. That is why I drive something distinctive, the CTS.
      bootsnchaps60
      • 3 Years Ago
      Saw one today, not impressed. GM has to break the habit of having Caddys look like dressed up Chevys and Chevys look like entry level Caddys.
      Fred
      • 3 Years Ago
      I know how great the German cars are, but its time to help our country.All I own is American made, GMC is up among the best,have a 2000 GMC Sonoma cound'nt ask for any thing better.
      allyndp
      • 3 Years Ago
      If they want top dethrone anyone they better come up with a coupe model of the XTS also. The CTS is too small.
      • 3 Years Ago
      MAKE IT A GREAT DAY !
        Lita
        • 3 Years Ago
        @"JESUS LOVES YOU
        Why do idiiots do this? Jesus loving anybody has nothing to to with the new Cadillac.
      ollas
      • 3 Years Ago
      A very good car, but c'mon....'unseat BMW'?...Be serious...they'll have to undergo a very long image change before they can come close to being anyhwhere near the 'ultimate driving machine' mystique that Bimmer fans understand and appreciate...
      Chris
      • 3 Years Ago
      it looks really nice, i would buy it if i could afford it
      Steve
      • 3 Years Ago
      OK. I am driving an Audi A4. My wife has an A8. I also have a BMW 3 series. The last two American cars I purchased had the paint peel off of them. This Caddie looks like something out of the Transformers. Our Audis are wonderful cars. The BMW is fun to drive. I'm for American products and American workers but good grief, I'm 60 years old. I'm not going to drive trash for the rest of my life even though part of me wants to drive American.
        richard
        • 3 Years Ago
        @Steve
        Trash? Your hilarious, with those big gaping black grills, Audi`s look like huge carp coming down the road. Like those Mitsubishi`s, they school together like highway carp.
        Joe
        • 3 Years Ago
        @Steve
        Keep a stiff upper lip Stevie old boy, I sure you wouldn't be caught dead drinking amercian beer or wine either, I mean what would your friends think. Good grief American trash. Trash me arse that new Caddy will kick A4 and Bummer 3 backside. Stay real dinosaur we don't need along for the ride Go the yacth club and slowly fade away. America is on the way back.
        cwhitehouse442
        • 3 Years Ago
        @Steve
        Steve, What's the last American made car you had, an 80's beretta or corsica. The new products are nothing like that. Talk about junk, do you remeber the Audi's of the 80's and early 90's, they were in the shop more than they were driven. Compare apples to apples or drive your German car into a lake. I won't even mention how much replacement parts cost for your fine German automobiles. Oh by the way, I am an engineer for a German Company.
        Helen Saghy
        • 3 Years Ago
        @Steve
        I always hear this trash from people who have foreign cars. I have never owned anything but an American car, and I haven't had paint peeling off or the cars failing to perform. My American cars run forever with a modicum of maintenance. What did you previously buy, and AMC Pacer?
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