2013 Cadillac ATS: Attracting a Younger Audience
February 8, 2013
Cadillac has spent a great deal of time over the last twenty years trying to attract younger customers. It hit pay dirt in the early part of this century when the Escalade became an unexpected hit among the young and rich.
Now that the whole SUV thing has died down, Cadillac is back to concentrating on cars again. The ATS is its latest shot at snagging younger buyers and it appears to be working. The latest sales numbers for January show that the ATS doubled its market share to 12.5%. GM also reported that 20% of ATS sales are going to buyers under the age of 35. That figure is only 10% for the rest of the vehicles in Cadillac's lineup.
The fact that the ATS is cheaper than the rest of the lineup is probably one reason why it's more popular with younger buyers. But having spent considerable time behind the wheel of our ATS, I think it's more than just price. The ATS is also the right size and has the right level of performance to compete against the likes of the BMW 3 Series and Audi A4. I don't think it's going to keep doubling its market share each month, but the ATS stands a much better chance than the CTS before it of securing a sizable chunk of the segment over the next couple of years.
Ed Hellwig, Executive Editor @ 3,721 miles