Approaching the end of the year, major automobile manufacturers have given ** discounts as always. Among them, Cadillac is the one that gives a large discount.
According to dealer news, the terminal ** discount of Cadillac CT5 has reached 90,000 yuan, and the starting price has dropped to 19970 thousand. This ** has been close to the price of many affordable brand products of the same level and high-end models.
It is understood that the mid-term facelift Cadillac CT5 will be launched soon. This price cut is more about clearing the inventory before the launch of the new car, and taking advantage of the opportunity to boost a wave of sales at the end of the year.
It is worth mentioning that the CT5 is Cadillac's best-selling popular main model, and the proportion of sales continues to rise. Judging from the data in November this year, the sales of CT5 accounted for more than 40% of Cadillac's overall sales, an increase of nearly 10% over the same period last year, and an increase of nearly 20% over the same period last year.
In the past two years, SAIC-GM Cadillac's market performance in China has been slightly sluggish. The latest data shows that in the first 11 months of this year, SAIC-GM Cadillac sold a total of 1670,000 units, a year-on-year increase of 114%。In 2022, the new Cadillac sold a total of 1890,000 new vehicles, up 7% year-on-year. In 2023, the decline of SAIC-GM Cadillac is gradually increasing.
With the increasing popularity of new energy vehicles, the market favor of traditional fuel vehicles is also declining. With the trend of electrification, many high-end electrified models launched by new brands are gradually eating away at the market of traditional luxury brands. Among them, the sales of new power brands such as Tesla and Ideal have surpassed Cadillac. The "Extreme Krypton" are also in hot pursuit.
Of course, Cadillac, which is aware of market changes, has launched a medium and large pure electric SUV developed based on the Autoneng platform - Ruige. However, the car's market performance has been underwhelming, with monthly sales consistently in the double and triple digits. In the first 11 months of this year, Cadillac Ruige sold a total of 3,353 units, which is less than the monthly sales of a new car-making force.
Frankly speaking, as a luxury pure electric medium and large SUV, Ruige's pricing is in line with its brand identity. But the problem is that in the field of electrification, the brand appeal of the global auto giants is far less strong than that in the field of combustion vehicles. In China's electric vehicle market, many global giants have fallen silent, and none of them have shown strong market competitiveness. Even in the eyes of some netizens, luxury brand electric vehicles have become "miscellaneous".
Looking around, there are many options in the pure electric medium and large SUV market where Ruige is located. Whether it is NIO ES6 or ZEEKR 001, the product positioning is more distinct than that of Cadillac Ruige, and the market popularity is also higher.
At the same time, the market appeal is not strong, and the quality of Ruige's products is not reassuring. Since its listing, there have been complaints about problems such as limited power of Ruige, black screen screen, black screen of reversing image, abnormal anti-collision system, Bluetooth connection, automatic emergency braking for no reason, and failure of positioning system.
It is reported that the Cadillac IQ Optiq is also about to be launched, and we do not know how it will sell.
Write at the end
Electrified products are weak, and the advantage of fuel vehicles is no longer there, which is the current situation of Cadillac.
For Cadillac, price cuts can boost sales in the short term, but in the long run, Cadillac needs to do more to improve brand appeal and product quality.
You must know that brand and word of mouth are one of the decisions that influence consumers to buy a car, and only by improving in this area can Cadillac occupy a place in the highly competitive market.