Cadillac poster slogan

Introduction |? Summer hail, no one can escape.

The downturn in the automobile market has led various manufacturers to come up with their own unique skills. The most effective measure is naturally: reducing prices. However, the recent news of price reduction seems to have triggered a storm.

Here's the thing. Just after the May Day holiday, Che Jujun's readers sent messages from various channels, saying that they saw the advertisement and Cadillac XT5 could enjoy a 55% discount during the May Day holiday! I wonder if it's true or not.

Two of the pictures are like this:

The title of the publicity picture is: 5.5 fold, the second new car. Three cars are listed in the poster, namely Touran 330TSI two-wheel drive deluxe edition, Cadillac XT5 28 deluxe edition and Tiguan L330TSI intelligent dynamic deluxe edition. The prices after 55% discount are 18 14000, 157400 and 139600 respectively.

Among them, Cadillac XT5 is the most eye-catching, because it is the only luxury car, and it is sold at almost half price, which is really attractive.

Of course, there are some restrictions. For example, the APP is only available in Pinduoduo, only for Shanghai hukou, and there are only 30 cars in a * * *.

Che Jujun, who was escaping from the epidemic at his home in Shanghai, was about to try his luck when he suddenly saw a message from everyone. Feng Dan, head of Cadillac's marketing department, bluntly said in a circle of friends: "Refurbished cars, fakes. Dealers and consumers are requested to pay attention to counterfeiting. "

There were different opinions at that time. But soon, things reversed again.

On May 3rd, Cadillac official website issued a statement. There are three main points:

▎ Cadillac participated in the "May 5 th Shopping Festival" in Shanghai, but did not launch the "XT5 55% discount" activity;

▎ After communication and verification, the "XT5 55% discount" activity was initiated by An Baili Group, a joint distributor of Cadillac in Pinduoduo, with a high subsidy from Pinduoduo. Shanghai consumers can buy with confidence.

Cadillac thanks Pinduoduo for his choice and will provide better products and services.

It turned out to be a communication misunderstanding.

Che Jujun casually searched this "May 5th Shopping Festival" and found a lot of money. First of all, it was initiated and strongly supported by the Shanghai Municipal Government. There are 10000 brands in Shanghai, aiming at promoting consumption and stimulating economic growth.

Secondly, as a Shanghai enterprise, Pinduoduo naturally undertakes the task of platform trading and publicity. It is reported that it invested 654.38+0.5 billion yuan in cash and subsidies for this purpose, and strived to create the "lowest price online and offline" activity.

Although there is only a 5.5% discount on XT5s, the official concessions of SAIC-GM are also very strong.

For example, Cadillac's "five exemptions and no worries" service, Shanghai consumers enjoy free down payment, interest rate, purchase tax, first-year insurance, licensing, worry-free maintenance and other services. The value of these services is about 70,000 to 80,000 yuan, plus the normal cash discount, there can be a comprehensive discount of about100,000 yuan.

It seems that Cadillac itself has always had a big discount. The reason is simple, live broadcast.

This is the performance of luxury brands in the China market in the first quarter. The original data is the most accurate insurance quantity, the column reflects the absolute sales, and the dotted line reflects the year-on-year growth rate.

BBA has not changed, but the second-tier luxury camp has undergone tremendous changes.

Cadillac's second-line position was taken away by Lexus. Hongqi and Tesla, the top ten and second echelon, are the only luxury brands that have achieved positive growth. The worst is Jaguar Land Rover, which dropped from the fourth luxury ten years ago to the tenth. Awkward.

The latest news is that Cadillac's retail volume in April was 16273 vehicles, up 14.4% year-on-year.

Discount is still the survival way of second-tier luxury brands. However, you are a "new American luxury" and the car of the president of the United States. People often use it to say that it is a few discounts. It's really embarrassing. Therefore, the reactions of all parties are not wrong and can be understood by the public. This is, after all, the truest aspect of the automobile market in the cold winter.

In fact, not only Cadillac, but also Lexus and Tesla, almost all luxury brands are surviving at a discount, and even hit a "fracture" at one time.

The above table is a Volvo discount table obtained by Che Jujun in April, which is not necessarily accurate and does not apply to the whole country. For your reference and explanation only.

It can be seen that all models are between 7-8 fold, and the lowest discount is Volvo S90 T5 Zhiyi, which can reach 7 1 fold. The highest absolute discount is the middle and high grade of XC90, which can reach 654.38+0.7 million yuan.

Among them, the most cost-effective is XC40 T3, with a discount of only 200,000 yuan. With the continuous decline of the automobile market, it is only a matter of time before it falls below 200,000 vehicles. It's cheaper than Link 05, and it's really a good deal.

Have you ever wondered whether joint ventures and independent enterprises will be affected when luxury brands offer a 30% discount?

The answer is obvious. With a few exceptions, most brands and models queue up to enter the price sliding game, and they must keep falling and get faster and faster. If they don't want to fall, they will be pushed down by the people behind them. Moreover, the surrounding audience has been applauding and expecting a bigger decline.

This is a small auto show held in Shijiazhuang Outlets today.

Guangzhou Automobile AION LX offers 50% discount and zero interest for five years. This discount is even worse than Cadillac's discount in Pinduoduo. Guangzhou Automobile has no investment in Shijiazhuang, which is not a real estate enterprise, but a normal commercial preferential activity.

Che Jujun tested the AION LX in June 5438+February last year. Except for the battery life in the second half, the overall product strength is very high. No wonder its vice president, Xiao Yong, publicly stated that he wanted to be the first person in the field of new energy.

Now, 50% off in a foreign land.

In this era, it is not surprising that any car has a discount. We should face it with a normal heart, because compared with the past, the present day may be the hardest, but compared with the future, it may be the happiest. Yes, more difficult days are yet to come.

On the one hand, the global economy was affected by the epidemic, and China's GDP in the first quarter also dropped by 6.8% year-on-year. In the big environment, the consumption of all car buyers will be tightened, and even cars will be erased from the list.

On the other hand, three months after Tesla Model 3 was made in China, it entered the eighth place in all automobile sales charts, showing the true face of its market butcher. With the further improvement of localization rate, its subsidized price at the end of 2020 may fall to the early 200 thousand.

At that time, it was a real disaster for all car companies.

Jeju tubercle

There is nothing to sum up. I hope readers will eat well and have fun in the last two days of the holiday and enjoy the last free time on the expressway.

Then, it is better for all autobots, including car companies, parts employees, car sales, car media, and even people who plan to buy a car. Holding a group to keep warm can help us overcome difficulties.

This article is from Chejia, car home, and does not represent car home's position.