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ATS Coupe Design Was Edgier Before Customer Feedback

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In a recent interview with The Detroit News, Bob Boniface, Cadillac’s Director of Exterior Design, admitted that the ATS Coupe design is much different from what he and his team originally intended. Per usual for Cadillac, the ATS Coupe was designed to be aggressive and fierce, but perhaps the design team went too far.

ATS Coupe Design

The 2015 Cadillac ATS Coupe ©GM

Boniface told The Detroit News, “…in the case of the ATS Coupe, we listened to the customer. We had an earlier version which is more severe with a lot more wedge and rake to the belt. The side body was thicker. The grille . . . more severe. Customers told us that it looked heavy, inefficient – it didn’t look fun to drive. So we brought that information back to the studio and we took as much visual mass out of the car as we could.”

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On the one hand, it is nice to know that Cadillac really is trying to hone in on what customers are actually clamoring for. On the other hand, those who want something edgy or distinctive from a luxury car might opt for something other than a Cadillac—or, if Cadillac is lucky, perhaps just the Cadillac CTS Coupe, whose design is a little fiercer.

How do you feel about the ATS Coupe design? Just the right amount of edge, or a little too lackluster for your tastes? Give us your take in the comments below.

ATS Coupe Design

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