Cadillac CEO Says ATS And CTS Will Become One Vehicle

So it sounds like the CT6 is getting moved a lot closer to the CTS's price point and we can only hope that a CTS-sized car will be at the ATS's price point. I suspect however that the CT5 could wind up being a Cadillac Malibu.

As you know - I have always said that Cadillac should move the CT6 into the 5/E class price range - and use the CTS in the 3/C class - since both would then offer more room than competition.. I believe that the current ATS will be moved into the CLA price range - also as I said - where it will be a far superior car to the CLA. What I do not expect is a FWD Cadillac sedan other than the XTS (Although I expect it will survive longer than is current thinking too) - the XTS would compete with the ES350 for the entry level Sales. Past posts will verify that I said this long ago - and it seems to be happening - maybe they actually read AutoSPies!

However - it is too late for that move UNLESS they also restyle the cars - which have passed the style expiration date. It is time for the Escala type design - which is really really good looking. AND ALSO - they really really need to do something about their Advertising - it is the worst.

The advertising is horrendous. They say "dare greatly" yet nothing about Cadillac's production cars is daring. It also think the alphabet soup naming is a massive error. They want brand identity but no identity for the models.

"Cadillac Escala" says something. As does Cadillac Elmiraj, Ciel, Cien, Imaj, Evoq, Converj, Provoq, Seville, Eldorado, Biarritz,...

Again - I agree Matt. The first problem with the commercials is that they do not attract the watcher - they are just another commercial for something. THe cars in the commercials do not look anything special (Because they aren't) - and there is almost NO name mentioning (Cadillac). ANd of course - the alpha-numeric gobbledygook could be for almost ANY vehicle on the road - maybe a new Yugo?

I believe (I might be wrong and I would apologize)you may have seen them and remember them = but I still believe that the "NEW CHEVROLET" commercials when Chevy downsized the Impala for 1977 remain the BEST ever commercials for a new car. IT also helped that the new car really looked new - and was desirable. Chevy sold a million of these new smaller full size cars - that reminded people of the Cadillac Seville at the time. THis was a case where the styling of Bill Mitchell - and the Advertising department really hit a home run. I wonder if they could do that today?

Bring back the Names -

Build the Escala and the Elmiraj (in 4 door form) as Cadillac's ONLY sedans.

ACTS or CATS?

The ATS and CTS were already one car in the form of the last version of the CTS.

Exactly! Just another move to prove Cadillac is a bit lost in the world of luxury cars. I won't even elaborate. But Cadillac is right, they probably need more crossovers - a small one below the XT5 and a 3-row MDX fighter

Not sure why it isn't working. I am sure the management is thinking this. We have alpha numeric models. We have 3 sizes of the same sausage. They all look similar. We have SUV's. We have performance models with 600hp+. We can make more SUV's small, medium and large. Why don't people buy our cars? Why don't they like our brand? Why aren't we cool?

Personally, I think that the ATS and CTS the interiors are a disappointment. The CT6 is much better. The centre stack looks plastic and the CUE system/button layout doesn't seem like it belongs in that sort of vehicle. As far as being cool, names and better interiors and media campaigns that are better might help. Racing again might be in the cards too. But that is a stretch.

"...I am sure the management is thinking this. We have alpha numeric models...3 sizes of the same sausage...all look similar...SUV's...performance models with 600hp+....Why don't people buy our cars? Why don't they like our brand? Why aren't we cool?

Because Cadillac isn't making Cadillacs. They are acting like a start up brand like Genesis, which is doing the alphanumeric idiocy instead of names like "Genesis Inception" etc.

Cadillac's styling is utterly boring.

Cadillac is chasing BMW/Mercedes when they should be chasing Cadillac's own legacy. Returning to their 1950s/1960s mindset would transform the company. Those Cadillacs were an event when they rolled up. You didn't notice the Mercedes because a Cadillac was there. The first Eldorado and the first Seville are two examples of the stunning perfection of style that Cadillac hasn't had in years.