- The 2013 Cadillac ATS targets the BMW 3 Series and shows off at the Nürburgring's Green Hell in a 2012 Super Bowl commercial previewed on Monday.
- The Cadillac ad is part of a larger trend of automakers pitting themselves against the competition in the 2012 Super Bowl advertising extravaganza.
- In another Super Bowl commercial released on Monday, Korean automaker Hyundai targeted Porsche.
DETROIT — The 2013 Cadillac ATS targets the BMW 3 Series and shows off at the Nürburgring's Green Hell in a 2012 Super Bowl commercial previewed on Monday. Unlike many auto advertisers, which are using sex, humor and potty talk, Cadillac said it is making a "straight pitch" to consumers with the ATS ad.
The Cadillac ad is part of a larger trend of automakers pitting themselves against the competition in the 2012 Super Bowl advertising extravaganza. In another Super Bowl commercial released on Monday, Korean automaker Hyundai targeted Porsche. The Korean automaker said it is highlighting "performance" in the Super Bowl ads. Hyundai's "Faster Acting" Super Bowl ad features the 2012 Genesis R-Spec sedan and takes aim at the Porsche Panamera Turbo S. Both Hyundai and Cadillac emphasized that they are highlighting performance in their Super Bowl commercials.
"The ad showcases what will make ATS a serious new challenger against the world's best compact luxury cars," said Joel Ewanick, GM's global chief marketing officer in a statement. "It's an opportunity to reach a big audience with the message that Cadillac is expanding into new territory."
The Cadillac ATS ad says the car "was built from the ground up to take on the BMW 3 Series."
"If anyone tells you that Cadillac can't beat the world's best, just tell them to go to Green Hell and see for themselves," it adds.
Other automakers, such as Toyota, are opting for the humorous approach. Toyota on Monday previewed its 2012 Camry ad for the Super Bowl, which features the word "poop."
The 2012 Super Bowl will reach an estimated 100 million viewers, according to media estimates. About 30 advertisers are expected to spend an estimated $230 million for air time during the big game.
Inside Line says: Cadillac opts for the no-nonsense approach with its 2012 Super Bowl ad for the ATS — and throws down the gauntlet to BMW.
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ls7505 says:
04:52 PM, 01/31/2012
Having driven the V sedan around a track, I can say that anyone talking smack about it is simply lying. The CTS-V will beat the M5 (obviously, the new one hasn't been tested yet), M3 or E/C/CLS63 around any track, period- the numbers do not lie. Secondly, the CTS-V is the same size and weight as the E AMG and M so anyone calling it a pig is mistaken. Lastly, the 3 series is boring. I just came from the Auto Show and it looks almost exactly the same as the last years model and the interior looks no different. I do not like it at all. The ATS however looked sharp and special and much more expressive than the three 328is BMW had for show. There is no way I'd give BMW my money on the 328 over the ATS, the curb appeal and interior design alone make it lose. If the ATS drives as good as the CTS, which it will, it is the clear winner, on all accounts hands down.
tbone85 says:
02:56 PM, 01/31/2012
"Really? people are still worried about this being a 'Catera?' Man- poor caddy is never going to live that down. "
If BMW was able to overcome the 528e, I think Caddy has a shot at redemption. :-)
7humbs says:
01:11 PM, 01/31/2012
I just went over to my local BMW store and test drove the 335i (non-sport) with AWD. I've also recently driven the CTS-V coupe, CTS coupe, SRX and S63. Since this is about the 3 and the ATS I'll leave my feedback to how the 3 performed.
The 335i was plenty fast, soaked up bumps well with a solid thud and was very composed in turns. The steering felt sluggish at slow speeds and the brake pedal was very disappointing. The overall feel was a very planted, heavy feel - more like the CTS-V than the regular CTS.
Since I've driven the V series and this ATS is on a far superior platform, I'd imagine it's more than equipped to take on and beat the 3 (this and the next gen). I think BMW took a step back with the next gen 3.
al2travel says:
12:27 PM, 01/31/2012
No government motors product for me!
I've owned 4 GM products and 3 BMW products and there is NO COMPARISON!
It begins at the factory, I've been to BMW Regensburg and you can eat off the floor, the workers wear matching uniforms, in other words they take their job seriously. Contrast that with the Americans at GM wearing cutoffs and tank-tops screwing your car together in between toke brakes.
THis is one case where style equals substance and at NO price point would I buy GM over BMW!
j_smith1 says:
06:52 AM, 01/31/2012
Dear GM give me an ATS-V wagon around 500 hp with a manual for sub 50k and you can have my 3 series today.
ziggerman says:
06:15 AM, 01/31/2012
jeremy_c: "And the CTS, 2 to 3 years old examples are plagued with electronics faililng, driveline problems. As for the CTS-V, tying a rocket motor to a cow doesn't make it a world beater."
Stop trolling, buddy. I've been beating daily on a CTS-V drivetrain for 2.5 years now without any issues. No electronics issues either. As far as "rocket on a cow" goes, come on over and I'll take you around a few curves in the V to change your mind.
I have had many guys (19-25y age group) approach me at gas stations to ask questions about the V. Most of them looked like they were seriously considering ripping the keys out of my hand. Give those guys 10 years to make some money and they will be deciding between BMW, MB and Cadillac purely on performance. The 'old man Cadillac' stigma is on its way out.
ed341 says:
04:33 AM, 01/31/2012
saunupe1911 says:
I hate when people make statements like this one below
"Look, a 2003 CTS, or is it a 2008 CTS? No, its an ATS, the same size and design as a CTS..and it goes around a track in another country!!"
BMW and Infiniti have been doing the same thing...not just Caddy. The 3 looks like smaller 5 and the 5 looks like a smaller 7
I guess you really didn't read what I wrote.
I'm not sure why it's so exciting that Cadillac is targeting the 3 series, the benchmark in its class. Seems a bit obvious. It's as if they need to use the 3 series name to advertise how good it will be, in case people don't figure it out for themselves.
Also, why use the Nurburgring to advertise a Cadillac, why not Mid-Ohio or Sebring, or Laguna Seca. It just cries of desperation that they are trying to be as cool as BMW.
In any case there will be a new 3 series soon, so the "target" will always be moving.
isend2c says:
09:17 PM, 01/30/2012
Hyundai says in the ad PANAMERA S **NOT** Turbo S, as has been reported twice, at least, in this article and the Hyundai one.
shaymasdaddy06 says:
09:07 PM, 01/30/2012
If you can spec out a 2012 BMW 328i Sport for 47K without NAV, Cadillac is going to have a great opportunity to cut into some 3-series sales. Even if the ATS can only match up to 90% of what the 3-series can do, a 'smart' shopper would seriously consider the ATS if they can get the 2.0T similiarly equiped with Nav for under 43K. Can't what until that 1st comparison test!!!!!
carchatter1 says:
09:06 PM, 01/30/2012
There's a lot of us out there that would rather:
A: Buy American.
B: Aren't influenced by the roundel on the hood that says BMW.
There's a whole bunch of people who fit in this scenario, and I expect Caddy likely will carve out a nice chunk of BMW's sales for itself.