If there's one thing to learn from the tobacco industry, it's that you want to grab new customers when they're young and unimpressionable.
The new CTS and CTS-V have proved that Cadillac is not just for retirees and rappers anymore. Thing is, the compact sport sedan segment is has the most sales of any sport sedan segment (not just for BMW, but for Mercedes and Audi, I think). GM is now (correctly) arguing that size-wise, weight-wise, and comfort-wise, the CTS is a midsizer...even though it's priced like a compact German sedan. As is, Caddy has an "entry-level" car, but it's only for Europe, and more importantly, it's just a rebadged Saab 9-3, FWD and all. Not a "real" Caddy in my mind, and not capable enough to win over buyers from the Teutonic marques.
There's this whole market of teenage Southern Californians who are grabbing up A3s and will be grabbing up 1-Serieses even more. And then there's 35-year-old young professionals who want something compact (for the city), sporty, upscale, but still affordable on a "I'm getting there but I'm not loaded yet" salary, who are doing the same.
That's why I'd like to propose the ATS sedan and coupe. Infiniti found that a roadster's chassis actually makes a good platform for a sport sedan, despite the cosmetic differences (350Z --> G35). That's why I thought that GM could capitalize off of the Kappa platform, which is an excellent platform whose sales have been damaged by the impracticalities of the two Kappa roadsters. A Kappa sport sedan would take advantage of the great things about a Solstice GXP (read Wing's review) while avoiding the roof, trunk, and storage space gripes.
I'm thinking of a RWD sedan and coupe, about the size of an E46 3-series sedan and coupe, or perhaps a C-Class or Lexus IS. Base engine is GM's 260 hp 2.0L turbo four. Maybe some variety of V6 as a midrange engine, but maybe skip the midrange engine altogether. ATS-V should have a 400 hp LS2 (which we already know fits, due to Mallett's V8 Solstice conversion).
Interior quality should be halfway between the first CTS and the second CTS, and should look like the second CTS--helping keep price down while still giving people something to gush over. Exterior should follow the second-generation CTS design, and should offer a bit more bling than the German competitors, without being over-the-top.
The car should start at US $28k, with the turbo four and a manual, leatherette, manually adjustable seats (that are still very comfortable, as the Cadillac name suggests), and no sunroof. Typically equipped, it'll cost perhaps $32,000, giving it a substantial price (and agility) advantage over a typically-equipped CTS, while still being priced high enough for GM to profit. The ATS-V should have a base price of US$50k, which should be manageable, undercutting the M3 substantially and comparing to a loaded 335i in price.
I'm not looking for a vehicle that will beat a 3-Series around a track, just as a CTS may not beat a 5-Series around a track. But a CTS offers most of the performance and space of a 5-Series, with perhaps more comfort, all at a 3-Series price. I want the ATS to offer most of the performance and space of a 3-Series, with perhaps more comfort, and a 1-Series price.
I think it can be done. I think it should be done. And I think it would get a whole new generation of young, upwardly-mobile professionals hooked on Caddies.
Thoughts?
