General Motors has launched a massive marketing campaign today since emerging from bankruptcy. The campaign is around the Cadillac ATS sedan, which directly competes against the BMW 3-series vehicles. GM has not had a small luxury car in a long time. The 2013 is the smallest and least expensive Cadillac, which will go on sale next month after the launch of the XTS sedan. The ATS has a starting price of a bit under $34,000.
“The task of ATS is very ambitious, going into the largest luxury segment against a brand like 3-Series that’s dominated the segment,” stated Cadillac global marketing director James Vurpillat in an interview with Reuters.
The marketing campaign has started with a 2-minute YouTube video (embedded below) and will be followed up with 10 TV ads that will air during the Olympic Games in London. The first ad will play during a commercial break of the opening ceremony on July 27th.
The campaign is called “Cadillac ATS vs. the World.” Commercials will show the ATS being driven in exotic locations call the Atlas Mountains in Morocoo and the Guoliang Tunnel in China.
GM previously tried to enter the small luxury car segment in the early 1980’s with the launch of the Cadillac Cimarron. Critics bashed on the vehicle and the launch failed. The average age of Cadillac owners is 58, which is nine years old than BMW and one year younger than Mercedes according to CNW Research.
The ATS will a new rear-wheel drive system, but will have an option to come in all-wheel drive.