It long billed itself as the “standard to the world,” and in decades past Cadillac was indeed the marque to beat. But that era is long gone and while Caddy has been regaining some momentum in recent years, it is struggling to catch up to competitors like BMW, Mercedes-Benz, Audi and even Lexus.
The domestic maker’s only serious passenger car offering is the midsize CTS. It failed to generate traction with the larger STS and has nothing at all to challenge premium luxury models like the 7-Series and S-Class. But that could be ready to change as Cadillac sets out to prove itself a truly world-class competitor.
With the maker confirming plans for a compact luxury model, codenamed ATS, as well as the larger XTS, could it push even higher? Apparently, yes, reports Mark Phelan, in the Detroit Free Press, confirming long-standing rumors that Cadillac could finally enter the lofty land of premium luxury sedans dominated by the Germans.
While such products generate relatively modest volumes, they provide the halo upon which brand reputations are built. And, in fact, they could generate even more demand in the years ahead. In China, newly affluent motorists are showing a distinct affinity for not just high-line marques but also for some of their largest and most expensive products.