Cadillac ATS vs World – Rugs, Cities, Dunes

Cadillac ATS travels the world and embraces local textures.  In these 3 episodes, the test drivers explore rug making, a fortified city, and find the end of the road.  Uniquely American sports luxury sedan, meet unique cultures around the world.  Update: Monaco

Journey inside the highly coveted and luxurious world of Moroccan rug weaving and witness firsthand the timeless craft honed by generations of Berber women at Ait Benhaddou.

Watch as we challenge the ATS’s advanced features and set the standard in every corner of the earth:

Take a front seat as our guides, Ross, and driver, Derek, travel to the fortified city of Ait Benhaddou, situated along the ancient caravan route that once connected the Saharan Desert to the bustling trade city of Marrakesh.

The worldwide trek takes a turn down the ancient trade route to the road’s end at the Erfoud sand dunes. The northwestern corner of the Saharan Desert is where the ATS’s refined cockpit gives way to the camel’s saddle.

Cadillac ATS

I enjoy these short videos, and not just for more glimpses of the upcoming Cadillac ATS.  The ATS is on a new, custom rear wheel drive performance chassis, and is bringing 3 exciting powertrain combinations at release.  It is available with all wheel drive (AWD).

Hopefully we will also see the higher power ATS-V break cover.  The V-Series is Cadillac’s high performance version, similar to the M Series for BMW or AMG editions for Mercedes.  The ATS is an ideal platform for V-Series performance, so I can’t wait to see what the GM Performance Division can do with it.

Please also see our Cadillac ATS category.

Update: Cadillac ATS at Monaco

Perhaps the most lauded racecourse in history, the Monaco Grand Prix circuit captivates all and humbles most. Derek Hill returns to the course where he raced twice as a professional and where his father took the podium three times.


Selling the Cadillac ATS

How does Cadillac plan to sell the Cadillac ATS?  By emphasizing performance.

Cadillac ATS in Monaco

Cadillac ATS in Monaco

The Cadillac ATS was designed specifically to compete with the BMW 3-Series.  Yes, and some other similar cars.  But the 3-Series is the bulls-eye big seller.  The ATS matches very well with the 3-Series line-up, down to the Turbo 4 engine in the midline ATS vs the 328i, and the Premium 3.6L V6 321 hp engine vs the 300hp BMW 335i.

Cadillac ATS Morocco Limited Slip

Cadillac ATS Morocco Limited Slip

Here’s what Cadillac’s Don Butler shared in the article below:

 “Completely new from the ground-up, ATS is Cadillac’s bold entry into the most significant segment of the global luxury auto industry,” says Don Butler, vice president of Cadillac Marketing. “ATS was developed to take on the world’s best sport sedans.”

To unveil the Cadillac ATS the company sent cars and a crew on a world-wide tour to capture the compelling performance of the new sports luxury model in a variety of exotic real-world locations.  This is a uniquely American sports luxury tourer, on tour across the world.

Full Press Release:

Cadillac ATS Challenges the World in New Film Series

Debuts online this week and airs during Olympic Opening Ceremony

DETROIT – Cadillac will introduce the all-new 2013 ATS via a series of dynamic films in which the new luxury sport sedan confronts some of the world’s extreme roads and treacherous driving conditions.

“Cadillac ATS vs. the World,” debuts online this week and includes 60- and 30-second television spots airing during the Opening Ceremony of the Olympic Games on July 27.

The cinematic adventure takes the ATS from the deserts of Morocco, to the streets of Monaco, to the Guoliang Tunnels in China and windswept Patagonia, Chile. Each challenge showcases aspects of the car’s agility, driving performance and efficient design.

“Completely new from the ground-up, ATS is Cadillac’s bold entry into the most significant segment of the global luxury auto industry,” says Don Butler, vice president of Cadillac Marketing. “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.

“The films demonstrate the performance of the new ATS on a world stage, making it a natural fit for the Olympics.”

The campaign includes short films, ads and photography, directed by Academy Award-nominated documentary film maker Joe Berlinger, and Jeff Zwart, an acclaimed automotive expert and film maker. The driver in the spots is Derek Hill, a champion race driver and son of Phil Hill, the only American to win the World Driving Championship. American actor and filmmaker Ross Thomas hosts the series, which includes short films highlighting aspects of the ATS and the cultures of the locations featured in the challenges.

Coming to Cadillac showrooms later this summer, the compact ATS establishes a new entryway to the Cadillac portfolio, with a starting price of $33,990 including freight and the choice of three power-dense engines. EPA highway fuel economy is 33 mpg, while a new 2.0-liter turbo engine and the car’s lightweight construction enables peak 0-60 mpg acceleration of 5.7 seconds.

“’ATS vs. the World’ is about the compelling performance of the car,” said Butler. “ATS has been comprehensively prepared for a big and unprecedented mission. That inspired us to create this unique creative platform to present ATS to luxury consumers in a big, new and engaging way.”

In Patagonia, famed as the windiest place on earth, the ATS’s advanced aerodynamics are put to the test. In Morocco, Hill pilots the ATS through a treacherous road in the Atlas Mountains that features 100 corners. In Monaco, ATS attacks the intricate and legendary Monaco Grand Prix circuit. And in China, Magnetic Ride Control technology helps ATS confront the remote hand–carved Guoliang Tunnel Road.

“It took global scale and a directorial dream team to help us pull off a production of this magnitude,” said Pat Fallon of Fallon Minneapolis, the agency behind the ad. “Jeff Zwart is one of the best car shooters in the world and Joe Berlinger is an Oscar-nominated documentarian with a great eye for human stories. A combination of talent like that is something that we just don’t see that often.”

Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at

Please also see our Cadillac ATS category.

Cadillac XTS brochure – Options in luxury

“Cadillac XTS, options in luxury.”  That would be my title for the new Cadillac XTS brochure.  I love the art and flourish of a good car brochure.  In the brochure is where you get to hear from Design and Marketing.  You get the unadulterated vision of what the car was meant to be, why it was made, and how you can best enjoy it.

[Click on images for a larger view; then hit back to return]

Cadillac XTS Believe you can

Cadillac has the new 2013 Cadillac XTS brochure available on the XTS site.  You can download it here.

RED-BLOODED. DARING. ORIGINAL. These are the kinds of luxury vehicles we build. It takes tenacity, a refusal to leave well enough alone. That is the difference between good and great. That is the difference between just making luxury vehicles, and making Cadillacs. The New Standard of the World.

This is the art of automotive writing.

Cadillac XTS wheel choices

The brochure also gives useful details about the new Cadillac XTS of course — the difference between the Luxury model, and the Premium collection.  What the new wheels actually look like in each size.

Cadillac XTS Wheel choices

Cadillac XTS brochure: Wheel Choices

As well as the aspirational — here is the info on the Platinum Collection, which is the all-out optioned up Cadillac XTS:

We don’t play games when it comes to luxury.

Unless, of course, it’s leapfrog.

The XTS Platinum Collection takes all the innovation, design and especially the luxury of the XTS to an even higher level. Leather envelops the instrument panel and floor console, and even flows onto the door. Opus full-leather seats are not only exceptionally supple, but so meticulously detailed that even the inside edges of their cooling perforations reveal a subtle hint of contrasting color.  The Lineate wood is exclusive to Platinum, and so richly grained, it takes on extra dimension. While overhead, a microfiber-sueded headliner surrounds an UltraView sunroof that opens to the heavens above.

Cadillac XTS brochure – Options in luxury

We don’t get enough artistic, descriptive writing in our 140 character communications these days.  While I am a fan of simplicity, the finest bloom can be wonderfully detailed without losing its core simplicity.  Automobile brochures attempt to capture the spirit and vision of the automobile.  I enjoy that.