凯迪拉克新车：小身材，大志向

    本月初，凯迪拉克（Cadillac）的入门级ATS轿车在今年的底特律车展这个盛会上首度亮相。十年来，通用汽车（GM）一直在努力复兴其豪车品牌，这款车可谓其长期奋斗的终极“亮剑”。此次，通用向市场推出了全系列车型，旨在与奥迪（Audi）、宝马（BMW）和梅赛德斯-奔驰（Mercedes-Benz）展开全面的较量。

    今年夏季，ATS将在密歇根州兰辛市的生产线下线。届时它将成为凯迪拉克家族中最轻最小的一个成员。它的诞生，意在争夺奥迪A4、宝马3系和奔驰C级的购买者，通用汽车要用这款车锁定初次购买豪华车，同时也包括一部分追求更佳燃油经济性的车迷。凯迪拉克营销主管唐•巴特勒说：“我们称第一类用户群体为‘上升一族’（move ups），买这款车是他们第一次有机会展示自己的社会地位。第二个群体年龄稍长，我们称之为‘成就一族’（made its）。”

    几个月来，在热情的车迷中，在各个汽车博客上，有关这款新车的讨论早已沸沸扬扬。国际经济顾问公司IHS环球透视（IHS Global Insight）的分析师亚伦•布莱格曼称：“ATS看起来能够成功。在宝马3系及奔驰C级车的竞争车型里，它的胜算最大。而且，它自重轻，外观酷。”

    不过，这一级别的车型竞争正进入白热化。而巴特勒和其他通用汽车高管则坚持认为，ATS将完胜德系豪华车。这款后轮驱动的四门轿车搭载三款引擎。搭载柴油机的版本将随后推出。它还配备了凯迪拉克全新的CUE远程车载通讯系统，该系统带有一块触摸式显示屏，能够控制车上的各项功能和娱乐设备。它的设计初衷就是模仿苹果公司（Apple）的产品或谷歌公司（Google）安卓（Android）设备的各项特性。

    对通用汽车来说，最棘手的事在于，如何进一步提升凯迪拉克的品牌，以便与德系车的超凡魅力和高档感觉相抗衡。宝马今年正在推出新一代的3系，它有望继续受到追捧，并在入门级豪华车阵营维持竞争压力。奔驰去年对C级车做了小幅改款。奥迪也不遑多让，正携其各系车型在美国市场大举发动营销攻势。

    2011年，凯迪拉克的销售业绩远远落在德系豪华车之后，总销量为152,389台，比前一年增长3.4%。而美国豪华车市场的销售领军品牌宝马总销量则高达305,780台，比前一年增长了14.5%。宝马的销售额中约有1/3是靠3系或更低级别的车实现的，而凯迪拉克过去在这一级别中恰恰没有相应的产品。

    Cadillac's debut of the entry-level ATS sedan at a Detroit gala on Sunday night is the final component in a decade-long attempt to revive General Motors' luxury brand. The Detroit auto maker is bringing to market a full range of models that it hopes will broadly compete with Audi, BMW and Mercedes-Benz.

    The ATS will be the lightest and smallest Cadillac when it comes off the assembly line this summer in Lansing, Michigan. It's meant to intercept buyers of the Audi A4, BMW 3-Series and Mercedes-Benz C Class. GM (GM) is aiming the vehicle at customers shopping for their first luxury vehicle as well as those seeking better fuel economy. "The first group we call the 'move ups,' and it's their first chance to make a statement," said Don Butler, head of Cadillac marketing. "The second group, a slightly older demographic, is the 'made its.'"

    Buzz around the new model's introduction has been building among auto enthusiasts and car blogs for months. Aaron Bragman, an analyst for IHS Global Insight, said "ATS looks to be the business. It's the closest anyone's come to competing with 3-Series and C Class. It's light weight, it looks good."

    Competition in the space is white hot, however. Butler and other GM executives insisted that ATS will best German luxury models in comparison. The four-door, rear-wheel-drive sedan comes with a choice of three engines. A diesel model will be available later. The car also features Cadillac's new CUE telematics system with an interactive screen for controlling vehicle functions and entertainment, designed to emulate the features of an Apple (AAPL) or Google (GOOG) Android device.

    The trickiest bit for GM will be to further position the Cadillac brand to compete with German automotive charisma and snob appeal. BMW this year is introducing a new generation of its 3-Series, which is likely to continue its popularity and maintain competitive pressure in the entry-level segment. Mercedes gave its C Class a facelift last year and Audi has been pushing ahead in the U.S. market with aggressive marketing of its models as well.

    Cadillac lagged far behind the top German luxury makers in 2011, with total sales of 152,389 vehicles last year, up 3.4% from a year earlier. BMW, the luxury sales leader in the U.S., sold 305,780 vehicles for the year up 14.5%. About a third of BMW's sales were 3-Series or smaller, segments in which Cadillac had no products.