The reason behind buying a Cadillac for 200,000 yuan

Recently, Cadillac ran an advertisement for 189,900 to buy ATSL and 219,900 for XTS, with the slogan "I don't give you the opportunity to buy luxury brands." In the sluggish auto market, this kind of operation is understandable. However, it is rare for luxury brands to do this with such fanfare, so let’s dig into the content behind Cadillac’s operation.

The price of 200,000 is indeed very attractive to many people who are holding on to the sidelines. After all, at this price, you can only buy common joint venture brands, and in any case, Cadillac ATS-L and XTS are both brand and The quality of the entire vehicle is better than that of ordinary brand joint venture vehicles in this price range. After all, it is endorsed by the President of the United States. I believe this price will be very attractive, and of course it can expand market share. This may be the only reason for Cadillac to offer this price, to expand market share and clear inventory (because Shanghai is about to implement National VI).

In fact, BBA, which Cadillac regards as its main rival, also has hundreds of thousands of models, but they are all small cars, such as Audi A3, BMW 1 Series, Mercedes-Benz A-Class, etc. Although these compact cars are not high in price , but at a lower level. It plays the role of expanding the market share without losing the brand effect. It should be known that the consumers who buy compact cars are mostly young people. They may be more likely to change cars in the future to higher-level cars of the same brand. Cadillac and Cadillac This car is the main model in the car market. Although it is an old model, its level is still there. From this point on, Cadillac is somewhat clearing its inventory, but it also reflects the current lack of Cadillac models. In fact, the General Motors Group has quite a few compact cars, and Cadillac can launch corresponding products using the group's internal compact car platform just like Audi.

Cadillac’s discounts have always been known for their generosity. In addition to the extensive character of Americans, Cadillac’s marketing strategy has always been difficult to understand. The CT6, originally positioned as a 7 Series, was launched not long after it was launched. 5 1 =6 plan. This gave consumers the preconception that the new CT6 was inferior to the second-hand BMW 5 Series. Subsequent developments also proved that the price of CT6 dropped sharply, from the highest level of 800,000 to 300,000. There are even naked car prices below 300,000 in some areas. Similarly, ATSL and XTS in this article were previously priced at 300,000 and 400,000 yuan. Many of the early XTS 3.6 platinum versions were priced at 600,000 yuan. As a result, in less than a few years, this car has been reduced to the Magotan Passat level. I would like to ask, when these car owners change their cars, will they still consider Cadillac? It's obviously impossible. So from this point of view, although price cuts have expanded market share, they have also lost the brand loyalty of old car owners. This approach of killing 800 enemies and losing 1000 yuan is really harmful to the value of the Cadillac brand.

As the representative of American full-size luxury cars, Cadillac has always given people the image of a black-headed car. Therefore, Cadillac's main product line has been mainly focused on large luxury cars for a long time. As part of the General Group, Buick and Chevrolet serve as high-end car and civilian brands. This model may work in the US market, but of course Buick has almost disappeared in the US. At the beginning of this century, Cadillac began to transform and even imitate its competitors after being suppressed by German and Japanese luxury cars. Coupled with the smooth sales of full-size luxury SUVs, Cadillac sedans began to move. Nelson, who came later, developed this concept to the extreme. So much so that the Cadillac product line is quite extreme. Ironically, apart from the Escalade, Cadillac's best-selling sedan is the XTS in this article. In addition to being affordable and high-quality, the XTS at least retains Cadillac's traditional style. So what is Cadillac’s embarrassing positioning for? Going for an American luxury brand, only to find that what you bought was a cost-effective sports sedan? This is as ridiculous as Mercedes-Benz suddenly announcing that it will position itself as BMW.

In fact, once a luxury brand sinks, it is difficult to rise. Cadillac and Lincoln once had models sold for the price of Rolls-Royce after the war. However, decades later, Cadillac has been far behind its German and Japanese rivals. If it were not for the endorsement of the US President's car, this brand might not be much different from the current Lincoln.

I hope that in a few years Cadillac will not be just a slightly higher-end ordinary brand like Buick now.

From glory to end, the interpretation of Cadillac’s traditional American full-size luxury sedan

The embarrassment of CT6 starts from 5 1 = 6

Cadillac’s masterpiece in its peak era— Fleetwood Limousine

Will the XTS inherit the spirit of Excelle after it is discontinued?

The hidden worries behind Cadillac’s 100,000 sales