Car Grand View

Source? |? Automobile grand view

As a century-old American luxury car brand, Cadillac has entered the China market, and has established a distinctive brand image in the China market for more than ten years: American personality, strong power and full American spirit.

On April 8th, Cadillac 2020 domestic CT4 was officially released. Counting the CT5, CT6, XT4 and XT5 that have been listed one after another, Cadillac's pace of launching redesigned or brand-new models in the past six months can be described as intensive compared with the past, and its performance of actively attacking market share is very obvious.

"Young people in the new era, with distinctive personality, courage and frankness, have gradually become protagonists in various fields with a more realistic attitude towards life and more authentic thinking. Cadillac CT4, like them, doesn't play virtual, just play' just really'! " Wang Yongqing, general manager of SAIC-GM, is like the boss of other car companies. In the face of special times, he personally went into battle to bring goods.

However, it is undeniable that even in the case of intensive listing of new cars, American luxury, which was once talked about by people, is now facing the mystery of whether it is too high before many historical problems.

Product release "after understanding, after feeling"

The launch of the new car can't make up for the deficiency of Cadillac's overall product line.

Cadillac can't compete with the top three Germans in terms of models and quantity. Although CT5 of XTS was launched on 20 19, it was after XTS and ATS-L stopped production.

Lack of ammunition has been a problem for Cadillac in China for more than ten years. For users, a narrow range of choices will naturally divert attention.

In terms of product strength, Cadillac really represents the American spirit with full personality. Good appearance design, high popularity, high recognition, strong power, advocating driving pleasure and distinctive personality. At the same time, the power is strong and the fuel consumption is not low. The excellent handling brought by rear wheel drive also makes the seating space smaller. These characteristics are also very obvious.

However, it is impossible for China people to disregard fuel consumption for power like Americans, and most urban roads in China do not have the conditions and environment for blindly pursuing power. Excellent power and control can be icing on the cake for users, but it is not essential. On the contrary, the comprehensive performance such as fuel consumption, space and comfort is the general and long-term concern of users.

From the feedback of users, Cadillac has not solved or optimized the problem of high fuel consumption and small space for many years.

The strong power and performance control advertised blindly are no longer unique, and have long been overtaken by the top three German companies, and the fuel consumption is not as friendly as the top three German companies. The distinctive appearance and exquisite interior are not enough to carry his distinctive flag. On the other hand, which of the top three Germans has no distinctive appearance and which has no exquisite interior products?

Can you still play the trick of reducing prices?

In 20 18, Cadillac broke through the annual sales of 200,000 vehicles in the domestic market for the first time with an increase of more than 30%, and successfully became the annual sales champion of second-tier luxury brands.

In 20 19, Cadillac successfully defended its title again with more than 212,507 vehicles. However, this sales volume is only more than that of the second-ranked Lexus 1 1986, and the domestic sales volume of Lexus 20 19 is 20052 1.

However, it is worth noting that the sales of Lexus in the domestic market increased by 25% in 20 19 and 20 18, while Cadillac decreased by 6.8% in 20 19 and 20 18.

In the sales camp, Lexus is imported across the board, and none of them are made in China. In terms of sales strategy, Lexus does not reduce prices, and some models even increase prices. On the other hand, Cadillac's sales growth is obviously inseparable from price cuts all the way.

In the consumption behavior of the automobile market, there is a typical consumer psychology in the buyer's market, that is, once the price of goods is reduced, users will wait for you to reduce the price every time. Cadillac explained this law with its own attempt.

Since 20 15, Cadillac has been on the road of price reduction and can't stop.

Take XTS listed on 20 13 as an example. At the initial stage of listing, the price was above 500,000, and it was positioned as the benchmark BMW 5 Series. Two years later, 20 15, the price dropped to more than 400,000, and in the next two years, it was more than 300,000. Finally, the official announced that Cadillac XTS will drive home for 2 1.99 million.

CT5, which was listed on 1 1 last June, received a discount of RMB 30,000 only in June 1.

CT6, which was listed in February last year, has reduced its price by 80,000 yuan.

XT6, which went on the market in July last year, is currently reducing its price by 40,000.

Although price reduction can attract users and gain sales in the short term, in the long run, blind price reduction, like the wings of a butterfly, has a negative impact on brand reputation and damages brand value. In the end, it may be reflected in the falling volume and price, which is not worth the loss.

At present, it is learned that due to the epidemic situation and other factors, the sales of most automobile brands in the first quarter of this year dropped sharply compared with the same period of last year, and only a few brands barely remained flat or increased slightly.

Cadillac sold 26,800 vehicles in the first quarter of 2020 and 446.84 million vehicles in the first quarter of 2065,438+09, down 40% year-on-year.

After the epidemic, all brands are ready to regain their market position. Price reduction, the simplest way, has also been followed by other brands, including Mercedes-Benz A-class, which has been hit by dimensionality reduction.

At present, we know from the market that Mercedes-Benz's A-class is reduced by 50,000, with a discount of 22%. The popular luxury mid-size car is mercedes benz c class, with a straight drop of 55,000-75,000 and a discount of 65,438+03%-65,438+05%. Audi A3, straight down 50,000, 20% off. Even the Honda Accord has dropped by 23,000, with a discount of 12%.

As a result, the expectation of price reduction in exchange for market space has been squeezed.

Cadillac, which once said that it would achieve 65,438+00% market share of luxury cars in China by 2020, did not expect to encounter so many unknown factors this year. Cadillac once said that it is full of challenges to defend the title of second-tier luxury brand in the domestic market in 2020.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.