Cadillac ATS Sales up 30% in December 2013 #Motorama

Cadillac ATS sales in December hit 3,887 units, Cadillac’s best selling car.  The mighty Cadillac SRX sold 6,087 units, almost 1/3 of sales for the month!  Some lucky Cadillac Drivers had a lovely Christmas.

CTS and XTS sales were on par, and Escalade continued to hover just over 2K units.

The new ELR extended range electric Cadillac is just arriving to dealers; 6 were sold in December at first availability.

  December (Calendar Year-to-Date)
January – December
  2013 2012 %Change Volume   2013 2012 %Change Volume
ATS 3,887 2,979 30.5   38,319 7,008 446.8
CTS 3,217 3,372 -4.6   32,343 46,979 -31.2
DTS 0 0 ***.*   19 465 -95.9
ELR 6 0 ***.*   6 0 ***.*
Escalade 1,470 1,371 7.2   12,592 12,615 -0.2
Escalade ESV 775 927 -16.4   7,950 8,083 -1.6
Escalade EXT 66 256 -74.2   1,972 1,934 2.0
SRX 6,074 6,400 -5.1   56,776 57,485 -1.2
STS 0 4 ***.*   7 164 -95.7
XTS 2,670 2,939 -9.2   32,559 15,049 116.4
Cadillac Total* 18,165 18,248 -0.5   182,543 149,782 21.9

Of note in the overall GM brand news:

  • The Chevrolet Corvette had its best December sales since 2006.
  • Crossover and SUV sales were strong, with the Chevrolet Traverse and Tahoe, and the GMC Acadia and Yukon XL all posting higher sales. The Acadia was up 53 percent, for its best-ever December.
  • Small business customers took delivery of 26,231 vehicles in December up 20 percent. For the year, small business deliveries were up 35 percent.

Summary

“December started a little slow but sales were stronger later in the month, especially in the week between Christmas and New Year’s,” McNeil said.  “We didn’t make any big changes to our ‘go-to-market’ strategy during the month, which is to offer competitive incentives and market aggressively, and we are carrying good momentum heading into January.”

Cadillac overall is doing well, but not nearly as well as they should be doing.  ATS sales need to be 9K+ units per month to compete well against BMW 3-Series, or over 5K units per month to meet what I think was Cadillac’s original target.  The ATS needs a serious pricing move — make the mid-line 2L Turbo the standard ATS, and reduce the price to $29,995 for that configuration.  Keep the 3.6L as the Premium, but pull the price down $10K as well.  Tune the 2L Turbo to 300+ HP (easy) and push the 3.6L to 350 hp (harder?).   If necessary make the 3.6L Turbo the Premium engine (a low-pressure variant at 420 HP), and use a high-tuned 475 hp variant in the ATS-V.  These seem like BIG moves, but we will need BIG moves to get the sales numbers up a factor of 3.  Every month Cadillac waits they are missing opportunities for expanding their customer base.

 

Go Buy a Cadillac ATS and have FUN!

The new Cadillac ATS is not winning comparison tests for acceleration.  The 3.6L V6 with 321 hp will get the ATS from 0-60 in around 5.4 seconds, which is pretty quick.  But some competitors can do better.  The 2L Turbo, 272 hp  ATS does 0-60 in under 6 seconds — Cadillac says 5.7 seconds.  Again, competitors for the 2L are quicker.

Cadillac ATS interior

Cadillac ATS interior

No one who writes for a magazine, newspaper, or website seems to like CUE (Cadillac User Experience), except perhaps me.  Cadillac designed the interface to be just like your tablet or phone, so you can squeeze this and swipe that.  CUE is not instantly responsive in all cases though, so that makes it something to criticize.  Okay.

Yet the magazine writers keep concluding that the Cadillac ATS is more fun to drive than competitors.  Let’s think about that for a minute.

The Cadillac ATS is MORE FUN than a BMW, or a Lexus, or a Mercedes, or an Audi.  You know an even more interesting thing?  I have read more than one V-Series owner suggest an ATS with a manual transmission was as MUCH fun if not more fun than their CTS-V!

Cadillac ATS roadtrip test -- ready for anything

Cadillac ATS roadtrip test — ready for anything

Isn’t MORE FUN the most important thing you want in a luxury sports sedan?

Here’s my suggestion for Cadillac’s new Ad campaign:

Cadillac ATS — It’s Fun to Drive.  It’s Fun to Own.
Go Buy a Cadillac ATS and have FUN!

Cadillac ATS Applies Latest Advances in Driver Visibility

Cadillac ATS Applies Latest Advances in Driver Visibility

North American Car of the Year uses new metrics to reduce visual obstructions

ATSVisibility-medium

DETROIT –The 2013 Cadillac ATS luxury sport sedan offers visibility from the driver’s seat that inspires the same confidence as the North American Car of the Year’s acclaimed road-hugging performance.

Engineers worked to identify the vehicle attributes needed to maximize ATS’s driving character by making the most of sight lines. New visibility metrics developed from customer clinics in the United States and Germany consider exterior mirror and A-pillar area size, seat height, forward vision distance, side vision distance, and intrusive objects in windows such as rear headrests and the interior rearview mirror.

“Conducting clinics in Europe as well as the U.S. provided invaluable insight into the needs of drivers who use demanding roads like the Autobahn,” said Raj Mehta, General Motors vehicle architecture engineering group manager. “The findings led to new ways of measuring and evaluating visibility despite its highly subjective sensory nature.”

As with many cars today, ATS’s driver visibility is significantly influenced by design criteria, including aerodynamics, styling, structural stiffness, safety and vehicle packaging. The steeply raked windshields and A-pillars common today help make the most of aerodynamics for improved fuel economy, and higher hoods help provide pedestrian protection. Together, these measures can present visibility challenges.

Likewise, thicker roof pillars needed to accommodate air bags, lower roof heights required to decrease frontal area for improved aerodynamics, and higher decklids designed to accommodate customer cargo needs also pose visibility challenges.

A new visibility evaluation technique – known internally as “the Hedgehog” for its prickly appearance on computer screens – helps characterize the three-dimensional aspect of A-pillar sightlines. Designers can quickly study how changes in windshield angle or section size affect the driver’s ability to see targeted areas derived from careful evaluation of performance driving scenarios, such as the roads and tracks of the company’s Milford Proving Ground.

These findings were validated and used to create a Driver Visibility Calculator.

ATS achieved a “very good” internal score for forward visibility because the development team kept the hood low and the A-pillars slim through the use of high-strength steel. Designers positioned the A-pillars wide to allow a broad field of view and angled towards the driver to require minimal head movement to peer around. They also designed a narrow support structure for the exterior rearview mirrors, leading to a “very good” internal score on cornering visibility through turns.

The driver’s rear view is aided by the ATS’s available rear vision camera with dynamic guidelines. The camera provides a natural view of objects directly behind the ATS in the center stack display. Dynamic guidelines laid over the video image assist in parking maneuvers by showing the vehicle’s path and available space.

The rear vision camera is part of Cadillac’s “control and alert” strategy that employs advanced technologies such as radar, cameras and ultrasonic sensors to help prevent crashes. These technologies bolster driver vision and awareness of road hazards, and intervene to help the driver avert potential crashes.

“Smart design and the use of advanced materials like ultra-high strength steel help provide ATS drivers with a clear view of the road ahead and advanced technologies help extend their vision around the car,” said David Leone, executive chief engineer. “Our ability to execute good visibility based on robust scientific methods will be an important tool in the development of Cadillacs to come.”