2014 DETROIT AUTO SHOW

Cadillac plans several variants of successful ATS

Bob Ferguson on the ATS: “If you have a winner, you should exploit that.”
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DETROIT -- Cadillac wants to leverage the success of its ATS compact sedan with a few variant models, global brand chief Bob Ferguson says.

Ferguson said General Motors is "absolutely" planning at least one variant beyond the coupe that debuted at the auto show here last week and a V series high-performance model, which Cadillac is expected to unveil sometime this year. He said a convertible and a wagon are being considered.

"You've made the investment. You've built a brand within a brand," Ferguson said of the ATS. "If you have a winner, you should exploit that and offer variations."

Cadillac is positioning its lineup to compete better with BMW and Mercedes-Benz, deep-pocketed brands that have mastered the art of building lineups of variants --wagons, convertibles, performance models, diesels, electrified versions -- under one nameplate.

In 2012, GM global product chief Mark Reuss, then GM North America president, told Automotive News that plans for an ATS convertible were "pretty much designed," but that GM was holding off on a decision.

You can reach Mike Colias at mcolias@crain.com.


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