As the ATS-V dies after about 150,000 units, it will largely go unmourned since very few people knew Cadillac made a small BMW/MB Killer or that the ATS existed.
Yeah, my point of mentioning the ATS-V was just as a point of reference that I do often tend to gravitate toward objectively GREAT cars that people haven't really connected with... probably why I'm looking at the I-Pace... :wink2:
But seriously, mostly it was just to say that I appreciate driving dynamics and in many ways the ATS-V is a great intersection of my interests as well (high performance, great chassis and steering feel and... for the time at least... pretty decent tech). Also, if the V is to be my last ICE car, then I'm glad to have ended up with one of the best. Now, that last statement is a bit subjective... there's a lot to dislike in the ATS-V like some of the interior materials and the glaring design flaws (in the coupe the seatbelt rubs on the shoulder of the Recaro seats... WTF?) but I drove it against its competitors like the C63, M4 and even cars like the 911... the V was by far the best of all of them in terms of overall package and price (the 911 drove amazingly but when optioned my way was 50% more expensive than my V)
In California, the fully loaded I-Pace is less money than the ATS-V after incentives, yet the I-Pace has some technologies they don't put in Cadillac V cars, like ACC, steering assist, AWD, air suspension, full winter and off-road systems.
And nobody except gearheads will know what either one is.
Well... the ATS-V does actually have LKA, but it's crap so I don't think I've had it turned on for 2 years.
As for only gearheads knowing about the I-Pace; that's exactly the problem with the marketing. Even a lot of gearheads aren't familiar with the I-Pace and it seems to be best known at that intersection point between gearheads and tech-focused people like me. Like it or not, that particular market is pretty small and a lot of them gravitate toward less tech in their vehicles ironically. The number of them that rock Miatas shocks me. One of my colleagues I was chatting with the other night about current cars is about as close to me in interests as you can possibly get... but in cars he's still driving his NA V8 powered E92 M3 coupe with a manual transmission and says that he's going to try to keep that thing going as long as humanly possible because "There's just nothing else like it out there." And he's right, there isn't. The M4 is too "squidgy" until you get into the top of the line... then it gets expensive as heck and still has circa 2010 Audi quality steering... and I say that as someone whose wife drives a 2010 Audi I'm going to have to pry out of her fingers one of these days.
Now, having said that at least in North America there's still time. The I-Pace is only in its first year and we still have a big chicken-and-egg situation where range anxiety is foremost in people's minds and the mindset of leaving the house fully charged in the morning just doesn't occur to people yet. They focus on the lack of good charging solutions. Heck, I make a couple of annual pilgrimages to Detroit in my car (wife's family is from there and I go to the Woodward Dream Cruise every year) and even I've found myself concerned about the range of the I-Pace and being able to do the trip in it. Yes, I can; but I have to be VERY careful about my route planning and I have to have faith that the charging stations won't be broken, ICEd or otherwise non-functional because in a couple of areas there is literally only one charging option. If that's broken then I'm sitting in an RV park for a few hours or leeching off someone's 120V feed for a week. However, I am taking the leap of faith that the first time I go to the WDC in my future I-Pace there'll be better options available... most Americans aren't that charitable with their faith in technology and business (I'm not American so that's another conversation entirely...)
Marketing needs to target that concern, and target a very different consumer set. I suspect that they're deliberately keeping the I-Pace marketing low-key because they don't really have the capability to manufacture enough to fill a real demand for this car. They know this, so they're trying to build inventory and get some into the hands of people for whom the interests intersect enough to be a buyer (and are affluent enough to afford it) and find ways to ramp up production. I will note that it's probably not the car itself that's the problem but rather the batteries. Supply chain can be a bear, and so far Jag is low volume enough a manufacturer anyway that they probably don't really have much pull to increase supply.
If I'm right, I suspect we'll see a bigger push to marketing in year 2 or 3 of the car. That'll also give them time to (hopefully) get some of the bugs out. I'm a natural early adopter so I'm pretty much expecting bugs after hanging around this forum for a few months... but as I noted I'm probably "exceptional" in that.