Cadillac has unveiled a coupe version of the ATS sedan at the Detroit Auto Show. However, it won’t be the last variant that will be derived from Cadillac’s compact sedan, as the luxury carmaker has other plans for the vehicle. Cadillac global chief Bob Ferguson vows to make available other body styles for ATS, which includes a convertible and a wagon.
“You've made the investment. You've built a brand within a brand," Ferguson told Automotive News in an interview. "If you have a winner, you should exploit that and offer variations." Cadillac is well expected to offer a V series high-performance ATS sedan that could be unveiled later this year. General Motors, however, remains unclear on the other variants of other ATS.
In 2012, then GM North America President and incoming global product chief Mark Reuss told Automotive News that plans for an ATS convertible were "pretty much designed" but the US carmaker was holding off on a decision. When asked on whether there would be a future ATS variant beyond a V series, Ferguson said: "Absolutely."
Cadillac is positioning its product lineup to better compete against BMW and Mercedes, which offer a variety of products like wagons, convertibles, performance models, diesels and electrified models. Cadillac, however, will focus on a limited number of vehicles and “do them very well," Fergusson said.