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Cadillac, Buick and Chevy decisions impacted by worries abroad

European Concerns Drive GM, But Beware Of The French Connection
GM's bid to rationalize Europe will impact the products that will be offered domestically.
It seems that Europe is defining the future of General Motors more so than its home North American market. Having axed Saturn, Pontiac and Hummer, GM has done a fairly good job of repositioning its remaining four divisions, Cadillac, Chevrolet, Buick and GMC. Cadillac carries the luxury banner. Chevrolet is aimed at the masses with cars and trucks along with a nod to performance thanks to Camaro and Corvette. Buick bridges the premium gap between Chevy and Cadillac, while GMC offers a hardcore work/upscale proposition.

Cadillac chief says ATS convertible, wagon on the table

What we do know is that the ATS will wear at least one more bodystyle. That comes from Cadillac head Bob Ferguson, who answered "Absolutely" when Automotive News asked him about the possibility of another variant. What we don't know is what that bodystyle or styles will be.
We now have a sedan and coupe ATS, there's supposedly a V sedan coming. After that, a convertible is a likely option given that the man who just became the global product honcho at General Motors, Mark Reuss, admitted to having one already designed in 2012. The decision on it can't get out of the underworld and a wagon is the other option, but the droptop would seem to make the most sense if one considers the competitive set: the BMW 4 Series and Audi A5 convertibles are hot property and Mercedes is bringing a C-Class convertible. Meanwhile wagons are the sentimental utility vehicles that, refusing to die, seem forever destined for life support... CTS Sport Wagon, anyone?
Based on Ferguson's statements, it appears that what Cadillac definitely won't do is play model variant catch-up with the European luxury brands it has spent years hunting down, telling Automotive News, "We want to keep our focus on a limited number of vehicles and do them very well."

Cadillac's new ad campaign to tell you how to get lucky

Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."
The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.
Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."