Cadillac said Friday it plans to reveal its ATS luxury sedan at the College for Creative Studies in Detroit on Jan. 8 -- the night before the North American International Auto Show opens to the media.
The ATS, which is to go on sale by late summer, is a compact luxury sedan that is a crucial addition to Cadillac's product expansion plans in 2012. It represents the brand's entry into the most significant segment in the luxury car market, which includes such competing cars as the BMW 3 Series, Mercedes-Benz C-Class, Audi 4 and Lexus ES350.
Workers at GM's Lansing Grand River assembly plant will produce the car. GM is hiring about 600 new workers for the ATS, which the automaker's CEO Dan Akerson and North America President Mark Reuss will present.
Cadillac picked the College for Creative Studies as the venue because GM has donated to the school's $145-million renovation in 2009, and because the company likes to occasionally reveal its new cars in unique locations, said Cadillac spokesman David Caldwell.
"Sometimes it can be a little bit refreshing to step outside of the box," Caldwell said. "We can also do a few things there that we can't do as part of a traditional exhibit."
The ATS is one of five production or concept vehicles that GM plans to introduce as part of the 2012 North American International Auto Show.
The automaker plans to unveil a global production Buick crossover on the morning of Jan. 10.
On Jan. 9, GM plans to reveal two new Chevrolet concepts from its design center in North Hollywood, Calif. The company also plans to show the production version of the Chevrolet Sonic RS, a hot-rod inspired version of the Orion Township-built subcompact.
The full news conference schedule for the auto show is expected to be announced soon.
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