Cadillac’s entry-level luxury offering, the ATS, is here. It was first unveiled in Detroit, back in January and people’s reaction to it has been generally positive. Now, though, the manufacturer has adopted a unique style of ad to promote it.
The ATS will be taken to some of the world’s most remote roads and driven as hard as possible, without crashing. So far, they have released a trailer and the first two parts of the campaign, taking the ATS to Morocco and Tiera del Fuego / Patagonia (Southern tip of South America) - one place very hot and dry, while the other very moist and cold.
We say this campaign will catch on and the ATS will register rather good sales right off the bat. If they continue to market it correctly, and if it proves to be a good car, then it will definitely steal some BMW 3-Series and Mercedes-Benz C-Class buyers away from their German brands.
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