These days, just about every automaker builds good cars. Truly great cars, however, are few and far between, and great is exactly what Cadillac is targeting with its upcoming ATS compact sedan. BMW’s 3-Series will be the car’s primary competitor, and as the new kid on the block Cadillac knows it can’t be just “as good” as the 3-Series; it must, in fact, be better.
Developing a car that goes fast around a track isn’t terribly difficult, but tuning it so it remains comfortable as a daily driver is. The very things that add speed, like a lowered and stiff suspension, big stabilizer bars, narrow profile tires and hard suspension bushings also detract from ride quality. For Cadillac customers, that simply won’t fly, so the trick for Cadillac’s engineers is finding the right balance between ride and handling. While matching BMW for fit, finish and content. While beating them on price.
Also, don’t forget that you can get discounted new car pricing with a free quote through qualified local dealer partners.
If you get the feeling that this may be the biggest challenge Cadillac has ever faced, you’d be correct. The ATS will be a “reverse halo” car for Cadillac, designed to lure new buyers into Cadillac showrooms. Get it right, and you introduce a new generation of buyers to the Cadillac brand. Get it wrong, and your only hope is that the Chinese will like what you’ve done with the car.
We’re big fans of the Cadillac CTS-V, so we’re really pulling for them on the ATS.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
