The new Cadillac ATS is the brand's first compact Cadillac in almost a quarter century. GM took the all new ATS to a Georgie racetrack to show the world," it drives as well as a Mercedes C-Class or a BMW 3 series." The key to success: it costs less, it's as good! That seems to be GM's new strategy to challenge the world's top brands, like: Mercedes, BMW, Audi and Lexus. But will it work out for GM. "GM won't chase BMW and Mercedes into a price war, Don Butler (General Motors Vice President for Marketing) said.
"We need to show that we are in the game, in the ballpark, but I'm not going to be as successful as I need to be in terms of building the brand if it's kind of distressed from the start, and if it's kind of distressed from the start, and if it's almost bribing people to come give me an opportunity. Where do you go from here," he said. Cadillac will launch a new web series titled " Cadillac ATS vs the World", it includes 30- and 60-second television spots that will air during the Opening Ceremony of the Olympic Games on July 27.
Butler released a statement to explain "the vehicle's versatility and innovative design", in which he said, " Completely new from the ground-up, ATS is Cadillac's bold entry into the most significant segment of the global luxury auto industry. ATS was developed to take on the world's best sport sedans. So we designed a world challenge for ATS to dramatically demonstrate its all-new purpose-built chassis and advanced technology in a global, cinematic adventure."
Let"s not forget that not too long ago, Cadillac was one of the top brands in the world. Hopefully they will be able to convince the world that Detroit is still alive.