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Cadillac Reveals XTS4 and ATS

Automaker expanding the product envelope.

by on Aug.11, 2009

Carol Browner (right) director of the Office of Energy and Climate Change listens as General Motors Vice President Global Design Ed Welburn gives her a tour of the Cadillac Converj electric luxury coupe.

Carol Browner (right) director of the Office of Energy and Climate Change listens as GM Vice President Global Design Ed Welburn gives her a tour of the Cadillac Converj electric luxury coupe.

Cadillac officials have confirmed plans to add a pair of new products that will expand the brand at its extremes.

The news came at an unusual background briefing as General Motors officials pulled the wraps off a wide variety of future product programs going out to 2011, including two new Caddy models tentatively dubbed the ATS and the XTS4.  They’re a critical part of what the division’s new general manager, Bryan Nesbitt, described as the “reinvention of Cadillac.”

The XTS4 is the much-needed replacement for two existing products, the slow-selling STS and DTS models.  Vaguely reminiscent of the heralded Cadillac Sixteen concept vehicle, the XTS4 will target top-line premium luxury competitors, such as the BMW 7-Series and the Mercedes-Benz S-Class.

The ATS, on the other hand, will slot in below Cadillac’s current entry model, the CTS, and take aim at models like the BMW 3-Series, Audi A4 and Lexus IS.

“The 3-Series is BMW’s bread-and-butter,” noted Nesbitt, in a conversation with TheDetroitBureau.com, and “We’d like to think” the ATS could become the best-seller for Cadillac, once it hits market.

Cadillac of course has tried to enter this market before with the Chevrolet Cavalier-derived Cimarron, and the Opel Omega derived Catera. Now, presumably it will use a compact Opel platform once again for its latest attempt to stop a decades long decline in sales and reputation.

(more…)