Cadillac ATS Launch at Roy Foss
Roy Foss Motors
Thornhill, Ontario, Canada
October 11th, 2012
During a recent motorsport event I had the pleasure of being invited to the launch of Cadillac’s newest model, the ATS at Roy Foss Motors – the leading Cadillac dealership in Canada. As a first for America’s leading luxury automotive brand, this “compact luxury” sedan is said to send a warning shot to the likes of European giants like BMW and Audi. Whether or not unit sales will match let alone surpass BMW’s famous 3-series or Audi’s A4 line up is unclear at this point, but it does offer an alternative in the niche market place especially with a starting price of $33,095 (MSRP).
The evening’s event began like most vehicle launches with an open bar and hors d’œuvre being served. In the room were an assortment of attendees ranging from dealership representatives, VIP clientele, media folk, and select invitees. The setting for the event was amazing with calm purple-blue lighting setting the posh atmosphere as live entertainment pleased the crowd ranging from a three-piece jazz band to Vegas-style showgirls.
The big event opened when President of Roy Foss Motors Karen Foss took to the podium for a welcoming and heartfelt speech. Her son and Director of Operations James Foss Ricci played host to the night’s presentation taking a world trip to remote parts for which reflected Cadillac’s engineering concept behind the ATS. Along with the usual promo-style videos played on the screens, there was a great mix of live performers paired to food for each region that the ATS’s performance reflected.
Powering this baby Cadillac is a 2.5-liter four-cylinder engine that puts out 202 horsepower. The upgrade engine choices include a 2.0-liter turbo with 272hp and a 3.6-liter V6 good for 321 horsepower. Transmission choices are of course a traditional 6-speed automatic or a more fun-filled 6-speed manual for those seeking a thrill. Cadillac plans on introducing the ATS to the European and Asian market by later this year, but it will be tough to convince neo-age thinkers that your grandfather’s Caddy is the choice to have over the polished looks and incredible performance of its German and Japanese rivals. Nonetheless, it is good to see that GM’s luxury brand is making headway in a segment that it has shied away from since the Catera’s downfall in 2001. We look forward to getting behind the wheel and seeing if it can truly muster the corners and hug the road as the promo videos preached, but looks-wise it is bang on the money – a true Cadillac through and through.
For more information, please visit Roy Foss
Words & Photos: Giancarlo Pawelec