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Cadillac's ATS Is Still Struggling to Catch Up to the 3 Series, Despite Lower Price

When Cadillac announced that it will be building the ATS as a direct competitor for the 3 Series, the BMW Management Board didn't bat an eyelid. Why? Because the 3er was and will remain the benchmark in the luxury sedan segment.
BMW F30 3 Series 1 photo
Photo: BMW
However, the Cadillac strategy was to attract new customers with lower prices. That being said, the ATS is priced a bit cheaper than the king of the segment but it's still failing to overtake the German machine in sales.

Numbers posted by edmunds.com show that through the first six months of the year, the ATS's average transaction price was $39,459 whilst the 3 Series was rated at an average of $44,764.

Still, the BMW is better sold than the Caddy, mostly because of the brand and the German engineering that speak for themselves, even before the client enters the showroom.

Mike Ettleson,  dealer principal at Ettleson Cadillac-Buick-GMC in suburban Chicago
says that the ATS did draw the attention of certain demographics but that's not enough to take any of BMW's shine.

"While the ATS is comparable in size and price and handling to the BMW, I think you've got to give that buyer something extra to get them to make that jump," Ettleson said.

Via: Automotive News
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