When Cadillac officials met with reporters during the recent tony Pebble Beach Concours d’Elegance in California, they spent a surprising amount of time discussing their competition — in particular, BMW. With its new compact sports sedan called the ATS, the Cadillac is taking aim at the Bavarian manufacturer, which has become the benchmark of performance luxury.
“It won’t be easy” to take on BMW, said Cadillac General Marketing Manager Don Butler, but if the company has any hope of regaining credibility in the luxury market, General Motors’ flagship brand has no other choice. And it’s not alone.
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