The 2013 Cadillac ATS compact luxury sedan’s on-road performance is at the center of its new commercial spot that will run this Sunday during the Super Bowl XLVI. The 30-second spot can be viewed on Cadillac’s official YouTube channel and Facebook page.
General Motors Global Chief Marketing Officer Joel Ewanick said that the ad displays what is believed to be a “serious new challenger” to the best compact luxury cars in the world.
This is the chance for it to reach a wide audience with the message that Cadillac is growing into new territory. The all-new ATS is Cadillac’s entry into the most significant luxury car category in the world. The straightforward pitch is the opposite of many Super Bowl ads, which use humor and other devices that aren’t related to the product.
Ewanick said that the ad shows the actual testing footage of the ATS and that competition in the elite class needs “authentic performance.” Production begins this summer at the Lansing (Mich.) Grand River plant for the 2013 ATS.
Cadillac's 2013 ATS communicates the brand’s Art & Science design language with a new proportion. It tailors the refinement cues and signature styling for Cadillac’s most compact while upholding and advancing the outstanding attention to detail and the technological elements for which Cadillac is known for.
The 2013 ATS has a long, 109.3-inch wheelbase as well as wide front and rear tracks that are the cornerstones of the car’s firmly planted stance. This stance is also enhanced by the car’s short overhangs and its taut sheet metal, which is seemingly wrapped tightly around the tires. Additionally, the car has standard 17-inch wheels, but 18-inch wheels are also available.
You will surely admire the bold vertical lighting elements, which include LED front signature lighting as well as the lighted door handles and lighted active grille shutters, lending technologically advanced function and style to the Cadillac ATS. These grille shutters close at specific highway speeds to lessen aerodynamic drag and to enhance fuel economy.
Complementing the ATS’s exterior elements and supporting its driving experience is its driver-focused interior, which has integrated crafted materials and technology. Everything in the car has been designed for intuitive and effortless performance driving, from pedal placement to shifter position. Available performance seats feature power-adjustable bolsters that help optimize lateral support in high-load cornering.
The interior also boasts an intuitive feel, thanks to an instrument panel wrapped into the doors as well as a center stack positioned in the mid-instrument panel flowing into the center console. LED lighting for the bold gauge cluster enables clear, at-a-glance viewing in all lighting conditions, while ambient lighting accents are seen on the functional elements of the console and doors.
The Cadillac ATS’s emotional connection is further enhanced by real wood accents, carbon fiber trims, and plated metal plating, plus cut-and-sew instrument panel, doors, and console.
Real wood, plated metal plating and carbon fiber trim and Cadillac's cut-and-sew instrument panel, console and doors enhance the emotional connection to the Cadillac ATS. Choices of many interior color themes, each with unique accent trim material, cover a wide range of flavors - from light, open and warm to black and serious, to bold, technical and sporty.