Cadillac ATS vs. the World
For the first time in years, Cadillac was launching an entrant into the lucrative compact luxury car segment — the Cadillac ATS. The ATS would help disrupt and reinvent all the Cadillac stereotypes. By positioning the ATS as a challenger brand, in a category that was desperate for one, Cadillac created a number-one contender that could credibly challenge the champ for the first time.
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