Cadillac Planning Sub-ATS?
08-18-14, 03:18 PM
#1
Cadillac Planning Sub-ATS?
Cadillac can’t afford to sit out on the small-car craze sweeping through luxury automakers. Buyers shopping for a badge rather than a car look right past Cadillac’s $33,990 ATS to the Mercedes-Benz CLA-class and the Audi A3, both of which start under $31,000. This compact class, relatively new in the U.S., is the fastest-growing segment globally in the luxury-car business.
In an interview with Car and Driver, Cadillac marketing chief Uwe Ellinghaus all but confirmed that the company is working on a new small sedan to shore up the brand’s bottom end. Specific details on the sub-ATS sedan are scarce right now, but Ellinghaus did reveal one key detail that could set the Caddy apart from the competition. Cadillac’s top leadership is in agreement that they don’t want to follow the German luxury brands by building new cars on a front-wheel-drive platform.
“Our future is rear-wheel drive and, of course, all-wheel drive where appropriate,” Ellinghaus said. “My personal crusade is to spare us a hell of a lot of dilution of our emerging brand image by moving to front-wheel drive for potential smaller cars. As you know, the entire competition is moving to front-wheel drive for their entry-level cars. I am under a hell of a lot of pressure, as are [Cadillac chief engineer] Dave Leone and [executive director of Cadillac design] Andrew Smith, because front-wheel drive offers these package and cost advantages. If we are just after the lowest price point possible to enter the category, we would have to go front-wheel drive tomorrow. That said, what is the reason to buy a Cadillac in that segment in a couple of years’ time when all the German competitors will have front-wheel drive? It is that we are maybe—if we are lucky—the only ones left with rear-wheel drive.”
But Cadillac needs sales more than it needs conviction right now. A more expensive, less spacious rear-drive car could prove to be a tough sell in the price-sensitive compact-luxury category. And in a market that often doesn’t value driving dynamics, exclusivity might not be enough to prop up a rear-wheel-drive car. Back in 2010, BMW CEO Norbert Reithofer laid the groundwork for today’s transverse-engine BMWs by revealing that 80 percent of 1-series owners believed that the front wheels drove their cars. Cadillac’s chief marketing officer is well aware of that reality—he worked at BMW at the time—but neither does he see clueless car buyers as a problem.
“You will tell me that people don’t care about front- or rear-wheel drive, and I am with you,” Ellinghaus said. “They often don’t even know whether they have front- or rear-wheel drive. The issue is that only rear-wheel drive offers you the proportions for a better-looking and better-driving car that people indeed recognize. But they are not aware that the reason why they find this car appealing and like the driving characteristics more is based on the drivetrain principle, rear-wheel drive.”
The long hood and short overhangs of rear-drive aesthetics become trickier to execute as a car shrinks. To protect those proportions, Ellinghaus suggests that the next-generation ATS will grow in length, bringing much-needed legroom and making room for a baby brother. The Cadillac team is also mulling over the idea of billing the sub-ATS entry as a two-plus-two rather than a traditional sedan. The car would still feature four doors but with tight rear seats designed for occasional, limited-distance trips.
The small Cadillac will almost certainly be based on GM’s Alpha architecture, which underpins the ATS and the CTS and will be used for the next-generation Chevrolet Camaro. With a smart mix of steel and aluminum, the Alpha platform has helped GM break its habit of building the heaviest cars in the industry. The ATS and CTS are among the lightest vehicles in their respective classes. When the ATS was first being planned in 2006–2007, then-product-chief Bob Lutz advocated an even smaller, lighter ATS that would have been four-cylinder-only, but he was persuaded by others to make the production car large enough to accommodate the 3.6-liter V-6 it has today.
Powertrain details on the sub-ATS sedan are pure speculation at this point. The 2.0-liter turbocharged four-cylinder would make for a natural fit at the top of the range, although a smaller and less-powerful engine would help bring the base price closer to that of the CLA-class and the A3. Ellinghaus has no love for the normally aspirated 2.5-liter four-cylinder that currently serves as Cadillac’s entry engine, and we suspect a replacement is in the works.
Don’t expect to see an auto-show debut any time soon. Cadillac has a busy 2015 calendar with launches of the ATS-V, the CTS-V, the LTS flagship, and a new SRX. Once that work is done, though, Cadillac’s entire lineup will be fresh, opening the opportunity to fill gaps in the product portfolio. It may be 2017 before the small car goes on sale, but we expect that the new model will make its first appearance sometime in 2016. The name of the new car also remains a mystery. Ruling out ATS, CTS, LTS, and XTS leaves 22 letters of the alphabet, assuming the company will stick with its _TS theme. Your guess is as good as ours.
In an interview with Car and Driver, Cadillac marketing chief Uwe Ellinghaus all but confirmed that the company is working on a new small sedan to shore up the brand’s bottom end. Specific details on the sub-ATS sedan are scarce right now, but Ellinghaus did reveal one key detail that could set the Caddy apart from the competition. Cadillac’s top leadership is in agreement that they don’t want to follow the German luxury brands by building new cars on a front-wheel-drive platform.
“Our future is rear-wheel drive and, of course, all-wheel drive where appropriate,” Ellinghaus said. “My personal crusade is to spare us a hell of a lot of dilution of our emerging brand image by moving to front-wheel drive for potential smaller cars. As you know, the entire competition is moving to front-wheel drive for their entry-level cars. I am under a hell of a lot of pressure, as are [Cadillac chief engineer] Dave Leone and [executive director of Cadillac design] Andrew Smith, because front-wheel drive offers these package and cost advantages. If we are just after the lowest price point possible to enter the category, we would have to go front-wheel drive tomorrow. That said, what is the reason to buy a Cadillac in that segment in a couple of years’ time when all the German competitors will have front-wheel drive? It is that we are maybe—if we are lucky—the only ones left with rear-wheel drive.”
But Cadillac needs sales more than it needs conviction right now. A more expensive, less spacious rear-drive car could prove to be a tough sell in the price-sensitive compact-luxury category. And in a market that often doesn’t value driving dynamics, exclusivity might not be enough to prop up a rear-wheel-drive car. Back in 2010, BMW CEO Norbert Reithofer laid the groundwork for today’s transverse-engine BMWs by revealing that 80 percent of 1-series owners believed that the front wheels drove their cars. Cadillac’s chief marketing officer is well aware of that reality—he worked at BMW at the time—but neither does he see clueless car buyers as a problem.
“You will tell me that people don’t care about front- or rear-wheel drive, and I am with you,” Ellinghaus said. “They often don’t even know whether they have front- or rear-wheel drive. The issue is that only rear-wheel drive offers you the proportions for a better-looking and better-driving car that people indeed recognize. But they are not aware that the reason why they find this car appealing and like the driving characteristics more is based on the drivetrain principle, rear-wheel drive.”
The long hood and short overhangs of rear-drive aesthetics become trickier to execute as a car shrinks. To protect those proportions, Ellinghaus suggests that the next-generation ATS will grow in length, bringing much-needed legroom and making room for a baby brother. The Cadillac team is also mulling over the idea of billing the sub-ATS entry as a two-plus-two rather than a traditional sedan. The car would still feature four doors but with tight rear seats designed for occasional, limited-distance trips.
The small Cadillac will almost certainly be based on GM’s Alpha architecture, which underpins the ATS and the CTS and will be used for the next-generation Chevrolet Camaro. With a smart mix of steel and aluminum, the Alpha platform has helped GM break its habit of building the heaviest cars in the industry. The ATS and CTS are among the lightest vehicles in their respective classes. When the ATS was first being planned in 2006–2007, then-product-chief Bob Lutz advocated an even smaller, lighter ATS that would have been four-cylinder-only, but he was persuaded by others to make the production car large enough to accommodate the 3.6-liter V-6 it has today.
Powertrain details on the sub-ATS sedan are pure speculation at this point. The 2.0-liter turbocharged four-cylinder would make for a natural fit at the top of the range, although a smaller and less-powerful engine would help bring the base price closer to that of the CLA-class and the A3. Ellinghaus has no love for the normally aspirated 2.5-liter four-cylinder that currently serves as Cadillac’s entry engine, and we suspect a replacement is in the works.
Don’t expect to see an auto-show debut any time soon. Cadillac has a busy 2015 calendar with launches of the ATS-V, the CTS-V, the LTS flagship, and a new SRX. Once that work is done, though, Cadillac’s entire lineup will be fresh, opening the opportunity to fill gaps in the product portfolio. It may be 2017 before the small car goes on sale, but we expect that the new model will make its first appearance sometime in 2016. The name of the new car also remains a mystery. Ruling out ATS, CTS, LTS, and XTS leaves 22 letters of the alphabet, assuming the company will stick with its _TS theme. Your guess is as good as ours.
Last edited by Hoovey689; 08-18-14 at 03:43 PM. Reason: link
08-18-14, 04:32 PM
#3
Lexus Fanatic
The small Cadillac will almost certainly be based on GM’s Alpha architecture, which underpins the ATS and the CTS and will be used for the next-generation Chevrolet Camaro. With a smart mix of steel and aluminum, the Alpha platform has helped GM break its habit of building the heaviest cars in the industry. The ATS and CTS are among the lightest vehicles in their respective classes. When the ATS was first being planned in 2006–2007, then-product-chief Bob Lutz advocated an even smaller, lighter ATS that would have been four-cylinder-only, but he was persuaded by others to make the production car large enough to accommodate the 3.6-liter V-6 it has today.
Many years ago, Cadillac used to do that with their larger cars. They marketed a lower-cost, decontented coupe version, called the Calais, for those who wanted the wreath-and-crest logo on the grille but didn't want (or couldn't afford) more expensive DeVilles, Eldorados, or Fleetwoods.
08-18-14, 04:46 PM
#4
I think the most practical solution, right now, would be to simply decontent the the base-level ATS some and charge a lower price. They could start, for example, by taking out the CUE system, which many customers don't care for anyway (neither does Consumer Reports). Then, maybe, put on smaller, less-expensive wheels and higher-profile tires for a smoother ride....some versions of the ATS can be quite stiff over bumps. The sport versions of the ATS could remain (probably at a higher price) for those who still want a 3-series competitor (although the 3-series itself is now softer and more numb than in the past).
Many years ago, Cadillac used to do that with their larger cars. They marketed a lower-cost, decontented coupe version, called the Calais, for those who wanted the wreath-and-crest logo on the grille but didn't want (or couldn't afford) more expensive DeVilles, Eldorados, or Fleetwoods.
Many years ago, Cadillac used to do that with their larger cars. They marketed a lower-cost, decontented coupe version, called the Calais, for those who wanted the wreath-and-crest logo on the grille but didn't want (or couldn't afford) more expensive DeVilles, Eldorados, or Fleetwoods.
08-18-14, 04:46 PM
#5
Lexus Fanatic
I think the most practical solution, right now, would be to simply decontent the the base-level ATS some and charge a lower price. They could start, for example, by taking out the CUE system, which many customers don't care for anyway (neither does Consumer Reports). Then, maybe, sput on smaller, less-expensive wheels and higher-profile tires for a smoother ride....some versions of the ATS can be quite stiff over bumps. The sport versions of the ATS could remain (probably at a higher price) for those who still want a 3-series competitor (although the 3-series itself is now softer and more numb than in the past).
Many years ago, Cadillac used to do that with their larger cars. They marketed a lower-cost, decontented coupe version, called the Calais, for those who wanted the wreath-and-crest logo on the grille but didn't want (or couldn't afford) more expensive DeVilles, Eldorados, or Fleetwoods.
Many years ago, Cadillac used to do that with their larger cars. They marketed a lower-cost, decontented coupe version, called the Calais, for those who wanted the wreath-and-crest logo on the grille but didn't want (or couldn't afford) more expensive DeVilles, Eldorados, or Fleetwoods.
Where is your proof that nobody wants the CUE system?
08-18-14, 05:03 PM
#6
Lexus Fanatic
Cialis...........I take it you know from experience? 
The Calais, of course, came from a French term....just like the name Cadillac itself. It doesn't directly compare with a decontented ATS, of course, in size, since the Calais was a decontented full-size coupe, while the ATS is considered compact or borderline mid-sized. I only brought it up to compare the basic idea of doing a less-expensive Cadillac simply and easily.
We see more or less the same with the extremely popular BMW 3 and 4-series...a very wide range in price and equipment between base 320i/428i and top-line 335i/435i models (even not counting the M versions). And the low-priced versions sell.....they don't just sit on the lots.
The Calais, of course, came from a French term....just like the name Cadillac itself. It doesn't directly compare with a decontented ATS, of course, in size, since the Calais was a decontented full-size coupe, while the ATS is considered compact or borderline mid-sized. I only brought it up to compare the basic idea of doing a less-expensive Cadillac simply and easily.
We see more or less the same with the extremely popular BMW 3 and 4-series...a very wide range in price and equipment between base 320i/428i and top-line 335i/435i models (even not counting the M versions). And the low-priced versions sell.....they don't just sit on the lots.
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08-18-14, 05:07 PM
#9
Lexus Fanatic
.....as most people who read the auto press already know. The CUE also is disliked by Consumer Reports, though not as much today as in the first versions.Have you tried to use a CUE system yourself? What do you think of it?
Last edited by mmarshall; 08-18-14 at 05:21 PM.
08-18-14, 05:14 PM
#10
Lexus Fanatic
(BTW, I liked the 1Gen G20, and seriously considered buying one, but I was still driving Mazdas at the time).
08-18-14, 05:34 PM
#11
Lexus Fanatic
But you said customers are not liking the CUE. Where is your proof?
08-18-14, 05:44 PM
#12
It might or might not work for Lexus. I say that, not to straddle the fence, but to point out that Infiniti tried marketing two different generations of the small G20 sedan twice in the American market...with a several-year hiatus in between. Both attempts, BTW, were unsuccessful, and Infiniti has not tried another sedan or coupe in the U.S. that small ever since. But it should also be pointed out that Infiniti's marketing has never been as good as that of Lexus, and that what doesn't work for Infiniti might work for the big "L". Lexus did try the small unsuccessful HS250 Hybrid sedan, but that was not a true competitor to the likes of the A3, CLA, 1-series, etc.....
(BTW, I liked the 1Gen G20, and seriously considered buying one, but I was still driving Mazdas at the time).
(BTW, I liked the 1Gen G20, and seriously considered buying one, but I was still driving Mazdas at the time).
Last edited by Vh_Supra26; 08-18-14 at 06:01 PM. Reason: grammar
08-18-14, 05:59 PM
#13
Lexus Fanatic
It's impossible, of course, to post hundreds of thousands of individual customer complaints, but this is typical of many who have had long-term experience with the car:
http://www.roadandtrack.com/boot/lon...ac-ats-wrap-up
http://www.cadillacatsforum.com/show...illac-ATS-ASAP
http://www.roadandtrack.com/boot/lon...ac-ats-wrap-up
And a big problem with these cars continues to be CUE, Cadillac's universally disliked infotainment system. We were all irritated by CUE's often unresponsive touchscreen as well as its inconsistent voice recognition and frustrating navigation.
***** For CUE
The concept of CUE is great. In theory. Replicating the advancement and aesthetic appeal of today’s Apple iPad sounds delightful and intriguing… until operated at 70 miles per hour. And voice commands take too long. But we wanted to note that with everything being the same, flat surface, our brains were thrown out of whack from the loss of the ability to memorize the layout. With a **** or two, our sense of muscle memory will return. Even BMW’s iDrive and Audi’s MMI offer one big, universal **** to turn and press. Cadillac should notice the best qualities of these infotainment systems and find a way to implement a similar setup for CUE. That should fix a thing or two.
The concept of CUE is great. In theory. Replicating the advancement and aesthetic appeal of today’s Apple iPad sounds delightful and intriguing… until operated at 70 miles per hour. And voice commands take too long. But we wanted to note that with everything being the same, flat surface, our brains were thrown out of whack from the loss of the ability to memorize the layout. With a **** or two, our sense of muscle memory will return. Even BMW’s iDrive and Audi’s MMI offer one big, universal **** to turn and press. Cadillac should notice the best qualities of these infotainment systems and find a way to implement a similar setup for CUE. That should fix a thing or two.
08-18-14, 06:13 PM
#14
Lexus Fanatic
Acura had ever success with the Integra / RSX.
And some models of the Integra were exceedingly well-built. The mid-late Nineties version with the round quad headlights was like a Swiss Watch. A now-deceased friend of mine had a 1999 Integra sedan with over 170,000 miles on it (he did much of his own work on it). I would sometimes drive him home (30-40 miles) in it from cookouts/parties as a Designated Driver if he had too many beers (I, of course, don't drink at all), Even with that kind of mileage, it drove and ran almost like new, and most of the hardware/controls inside worked like the day it was built.
Last edited by mmarshall; 08-18-14 at 06:49 PM.
08-18-14, 06:33 PM
#15
Actually, I'm not arguing. I agree with you on Infiniti marketing has always been sub-par. They generally make good cars and small/mid-size SUVs, though....except for the video-screen problems in the new Q50 sedan, most of the Infiniti reliability problems were with the big trucks/SUVs from the troubled Canton, MS plant.
Although somewhat of a stereotype, much of the Integra's success came from the guys with their caps on backwards.. Slammed Civics and Integras became an American institution.
And some models of the Integra were exceedingly well-built. The mid-late Nineties version with the round quad headlights was like a Swiss Watch. A now-deceased friend of mine had a 1999 Integra sedan with over 170,000 miles on it (he did much of his own work on it). I would sometimes drive him home (30-40 miles) in it from cookouts/parties as a Designated Driver if he had too many beers (I, of course, don't drink at all), Even with that kind of mileage, it drove and ran almost like new, and most of the hardware/controls inside worked like the day it was built.
Although somewhat of a stereotype, much of the Integra's success came from the guys with their caps on backwards.. Slammed Civics and Integras became an American institution.
And some models of the Integra were exceedingly well-built. The mid-late Nineties version with the round quad headlights was like a Swiss Watch. A now-deceased friend of mine had a 1999 Integra sedan with over 170,000 miles on it (he did much of his own work on it). I would sometimes drive him home (30-40 miles) in it from cookouts/parties as a Designated Driver if he had too many beers (I, of course, don't drink at all), Even with that kind of mileage, it drove and ran almost like new, and most of the hardware/controls inside worked like the day it was built.