ATS, Cadillac's 3-series fighter, hits pricing hurdle

Mike Colias
Automotive News
August 5, 2013 - 12:01 am ET

DETROIT -- When General Motors launched the Cadillac ATS nearly a year ago, executives sent a bold message by pricing the newcomer in the same territory as BMW's 3 series, long the compact-luxury segment's top seller.

But at the dealership, the ATS hasn't commanded 3-series prices, research data show. Through the first six months of the year, the average transaction price on the ATS was $39,459, vs. $44,764 for the 3 series, according to The ATS had heavier incentives, too: $4,088 per unit, vs. $3,555 for the 3 series.

The pricing gap underscores the challenge facing Cadillac as it tries to compete head to head with BMW and other German luxury rivals, which have greater scale to invest in broader lineups that command higher prices.

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