Cadillac, which is older than Beijing Benz, has been in the Chinese market in recent yearsSales collapsed, and even the sales volume has been cut in half.
In order to salvage the situation, constantlyPay close attention to the Chinese marketCadillac, still unable to withstand the cold current in the automotive field, can't go on.
So, how does Cadillac grasp the Chinese market? And why did you end up here?
- Sales volume**
Since the beginning of 2018, there has been a cold wave in the global automotive industry, and almost all automobile companies have been affected to some extent, and this one began in the autumnAn industry-wide crisis, so that the global auto market has entered the winter ahead of schedule.
Traditionally, the peak sales season is in September and October every year, but in 2018, the domestic car market sales fell by 01%, although the proportion is not much, but it is a follow-upFor several years in a row, a sign that the automotive market is constantly **.
Not only are some car manufacturers with relatively close brands affected, such as the luxury car field, which is also not good, and the sales of BBA are also continuous**, not to mention those second-tier luxury car brands.
In the first half of 2022 alone, the sales volume of traditional BBAs in China was respectively ,BMW 233%, Mercedes 241%, Audi 319%。
Volvo, Lexus and Cadillac, most of the car brands that were still growing sales, are all on fire, and as the world's three largest car markets are in a hurry, the global auto market is also followingFalling to freezing point
Among the second-tier luxury car brands, the worst mixed can be said to be Cadillac, which has repeatedly impacted the status of the BBA in the impression of the Chinese peopleOriginally the most promising CadillacOn the contrary, they fell behind and gradually failed to keep up with Volvo and Texas.
In the first two months of this year, Cadillac's monthly sales in China did not exceed 10,000, and in January this year, Cadillac's sales were 8,380 unitsYear-on-year **60%., month-on-month** is also as high as 62%.
In February, Cadillac's sales rose to 8,832 units, and sales totaled 17,212 units in two months, a year-on-year decrease of 44%.Almost halvedto the point of it.
Even though sales in February have rebounded compared to January's sales, they are still unsightly, and such sales are still in Cadillac** Hit a broken boneSuch a result is undoubtedly even more embarrassing.
Cadillac's sales, which have been declining since last year, are only 18610,000 unitsYear-on-year **201%, and only more than Infiniti's **568% is just a little higher, and all kinds of facts are proving that Cadillac really can't sell.
So, how did Cadillac, a high-end-sounding car brand, get it in China?
- The glorious "bath king" -
Although Cadillac's name sounds high-class, everyone was really impressed by Cadillac's various advantages and characteristics in the early days.
But with 2016, AutoNavi United Diplomatic RelationsScientific Research Institute of the Department of CommunicationsA report jointly released has made a great difference in everyone's impression of it.
In this name"2016 China Major Cities Traffic Analysis Report".Survey data shows that the most common place for Cadillac owners to go is bathing and massage places.
So what follows, that is"The King of Baths".This name has been followed by Cadillac until now, and everyone's impression of it is no longer the performance characteristics of the early car itself.
For example, when it first mentioned Cadillac, everyone's impression was that American cars, large rear-wheel drive and strong horsepower, smooth and stable power, and rapid response, which can be said to be excellent performance, but now it is directly branded as the "bath king".
In the early days, Cadillac was running for the status of BBA, a luxury car brand born in the United States, closely following the German top three that were advancing all the way, and struggled for more than ten years before around 2017There is little improvement
However, Cadillac's situation has just improved, and it ushered in the cold snap of the global auto market in 2018, which can also be said to be the reason for Cadillac's own bad luck.
In the first half of 2022, Cadillac's cumulative sales were only 840,000 units, compared to the same period last year
Although after July, the sales rebound broke through to the number of 20003Achieved a year-on-year increase of 36%., but it still can't change the current situation that it has been walking downhill.
It is worth noting that Cadillac's sales performance among Chinese luxury car brands is now in jeopardy, and it is in 10th place, and if it can't submit a satisfactory answer after that, it will have to beEliminated from the market
But in fact, Cadillac's current situation reflects not only the situation of its own manufacturers, but also the wholeThe epitome of American cars
As it stands, American cars, whether they are luxury cars or ordinary brands, are much cheaper than Japanese or German competing models, which is the so-calledPrice for volume
And this kind of behavior is full of "big **" kind of traffickingSpend fastThis is also a reason for the declining brand and sales.
- 100-year-old Cadillac loses the Chinese market -
Cadillac was founded in Detroit, USA in 1902, Cadillac does not like the usual car brand, will be named after the founder, but chose the name of the founder of the automobile capital of the United States, Detroit.
In fact, in the early days, Cadillac once stood in a trend-setting position in terms of design and technology"Firsts" in multiple industries, and also spread to the entire automotive industry, far-reaching impact.
Cadillac is actually a classic luxury brand that continues the classic design at the same time, just like the one launched by Cadillac in 1927lasalleof convertibles.
The launch of this convertible directly broke the previous tradition of all engineers designing the vehicle, and was designed by professional designer Halliel, and it also became the first car in the automotive industry to be designed by designers from the front bumper to the taillights.
Later, the Cadillac was even more bold and flamboyant, and the eclectic design of the model at that time will put many competitors to shame to this day.
Year 2004, Cadillac and SAIC-GM joint venture, together established a joint venture, andA year earlier than Beijing BenzThis speed is undoubtedly a good reflection of Cadillac's attention to the Chinese market.
However, at present, whether it is Cadillac's brand awareness or market performance in the Chinese market, it is hard to believe that this is a luxury car brand that settled in China earlier than Mercedes-Benz.
In order to fight hard in the Chinese market to create a world of its own, Cadillac can be said to bePainstakingly, but in the end, it still fell into such a situation.
In order to show its loyalty to the Chinese market, Cadillac has been trying to make one"Put the Chinese market first".of luxury car companies.
In 2018 and 2019 alone, almost all of Cadillac's world premieres were now put into production and launched in China, and in March 2019, they were held in Shanghaicadillac house
And the two new models of that year, XT6 and I CT5, were also based on ChinaThe highest priority is the start-up and market-to-market marketThese behaviors everywhere reveal the principle of "putting the Chinese market first".
However, despite this, Cadillac's sales in China are still worrying, and this result is also related to its own quality performanceRemarkableresults.
- What the future holds-
One of the most taboo points of high-end luxury cars can be said to be discounts**, but this method is one of the most commonly used methods to increase sales by Cadillac.
Anyone who pays a little attention to the car market knows that Cadillac usually isEnter the market at a higher price, and then in the follow-up discount, and generally this discount will not be particularly small.
In the past, some luxury car brands also did not hesitate to lower their own sales in order to maintain market sales, and exchanged low prices for sales, but although this can alleviate the problem of sales for a while, it is more profoundIt affects the image of the entire brand
Consumers who bought cars before will be dissatisfied, consumers who missed the price reduction will also be dissatisfied, and potential customers may also directly become "waiting parties", a dose of fierce medicine, whether the result can save Cadillac is still difficult to say.
For example, Cadillac's XT4 sales this year are really poor, and the overall performance of the new car is ordinary, plus the starting price is only22.970,000 yuanThat's it, in the field of luxury cars, it is also a low price to enter the market.
is such a decent car in all aspects, and it was revealed in September that it would give a cash discount of up to 70,000 yuan, but even so, the sales of XT4 are still not optimistic, and even the sales in June this year are onlyThere are only 16 vehicles
The form of fuel vehicles is declining, and the future automotive industry is bound to develop in the field of new energy, but Cadillac, in addition to the pure electric model of Ruige, isThere are no other new energy models
The Cadillac CT6, which was launched on May 28 this year, was unveiled, and in terms of exterior, interior and power, Cadillac has upgraded it, and added a Brembo brake system, and is also equipped with 20T+10AT power system,The price is 300,000 yuan
The 2023 Cadillac CT6, no matter what aspect it is, can be said to have put a lot of thought into it, and Cadillac has also carried it outUpgrades in all aspects, so that the first model is more in line with consumers' pursuit of luxury cars and high quality.
Cadillac, which once vigorously grasped the Chinese market, is still unknown where it will go in the market in the future, but if it wants to continue to develop well in the future, it is also necessary to reasonably plan the product division to achieve itDiversification of the model structure
With the development of new energy,China's own brands are also rising, and the pace of high-end has also accelerated significantly, such as BBA and other first-line luxury brands, are still constantly testing the lower limit, and Cadillac is in a more dangerous situation.
We look forward to every partner who promotes the good development of China's automotive industry, but for Cadillac, we can only sayTime is running out for them