"Don't look at me to open a Kaidi (Lack), in fact, I did not make any money." This is the line in the 2001 movie "The Biggest". In other words, as early as 2001, Cadillac has become a representative of luxury cars in China. This year, Cadillac's sales are expected to be 70,000 units, a 50% increase, ranking 7th among luxury brands. This is a good result, but for an old brand that has been in China for more than a decade, Cadillac can do even better. Thus, on December 5th, Cadillac launched a brand new brand strategy in Shanghai, which will launch 9 new models in the Chinese market and 95% of the models will be made in China.
Re-planning the product line Whether it is in the global market or the Chinese market competition, the competitor that GM has been biting is the public. However, GM has always lacked the means to fight the public in the luxury market. Unlike Volkswagen's entire line from Audi to Porsche to Bentley, GM's luxury brands can only rely on Cadillac. The product line is too single, and it has always been a bottleneck restricting the development of Cadillac.
Compared with Audi, which is close to the positioning, Cadillac's main sales models are only XTS and SRX. The new ATS-L has just been launched and is in the stage of sales climb. Compared to Audi's rich product line, it is obviously too little. During this year's Guangzhou Auto Show, GM China President Qian Huikang said frankly, "Cadillac has been in China for nearly 10 years, but there have been few products and most of them have been imported." Therefore, "the future will take the main products." Go to China to manufacture, enrich product lines and improve product quality."
Therefore, when talking about future product planning, this time, Cadillac will re-plan the product line and launch 11 new or replacement models. These include a small luxury car, a compact luxury car, a mid-size luxury car and a large luxury car. And three models between the compact luxury car and the mid-size luxury car.
The importance of nine new cars in China The Chinese market has also been mentioned at an unprecedented height. In the first 11 months of this year, Cadillac sold 64,359 vehicles in China, a year-on-year increase of 50.7%. Compared to the Buick brand's 9.7% and the Chevrolet brand's 6.4% growth rate, Cadillac is clearly more suitable for General Betting. At the same time, even in the general trend of slowdown in the overall market for passenger cars in China, luxury brands still maintain a high level of growth of more than 20%.
At the press conference, GM President Dan Oman, GM China President Qian Huikang and Shanghai GM Deputy General Manager Sheng Wenjiang attended the event, which showed GM's emphasis on Cadillac brand promotion and its development in China and its support attitude. In the next five years, Cadillac will bring nine new models to the Chinese market.
At the same time, Cadillac will achieve more comprehensive local production, a Cadillac-owned factory is under construction, will be completed and put into production in 2015, with a planned production capacity of 160,000 units. By 2018, more than 95% of Cadillac products sold in China will be produced locally.
Switching to the young user group In addition, the rejuvenation of luxury car users is also a global trend, Audi A3/Q3, BMW 1 Series / X1 and other models are aimed at young users. However, Cadillac’s previous positioning has always been limited to this consumer group.
To this end, Cadillac will also introduce the corresponding models, such as compact cars, small SUVs and compact SUVs, and will consider the needs of young users more in design and function.
Prior to joining GM, De Nie was the President of Audi (USA) and the President of Infiniti Global. He believes that young consumers account for an increasing proportion of Cadillac's target customers, and 82% of target customers in the Chinese market are young. Therefore, catering to the consumption needs and psychology of young people is one of the keys to Cadillac. According to De Nie, Cadillac is in line with China's post-80/90 demand.
