Cadillac is betting it can win entry into the hotly competitive luxury market with a mix of styling, performance and pricing, the base model of its new 2013 ATS sedan to carry a sticker of $33,990.
That’s about $2,000 less than the MSRP for the king of the compact luxury segment, the BMW 3-Series, which starts at $35,795 for the base 328i.
But as with BMW and other competitors, the Detroit maker plans to offer a wide array of options, including all-wheel-drive and a more sporty V-6, which will let buyers nudge the price tag for the 2013 Cadillac ATS all the way up into the mid-$40,000 range.
“The ATS enters a vehicle segment this year that’s one of the most competitive in the market, from both a price and performance standpoint,” said Cadillac’s director of marketing Don Butler. “ATS will bring a distinctive presence and compelling value while offering quick, nimble, fun-to-drive dynamics that will appeal to the lifestyles of modern luxury buyers and challenge the segment’s status quo.”
Of course, Cadillac has tried that before.