What is Cadillac's jingle?

30% discount for Jaguar, 20% discount for Tiggo and 55% discount for Cadillac.

The phrase "30% off for Jaguar, 20% off for Tiggo and 50% off for Cadillac" is widely circulated in China. Although there are exaggerated elements, these luxury brands are really strong in terms of premiums and discounts. As a second-tier luxury brand, Cadillac's luxury connotation has been almost consumed. From CT6 to XT6, it has gone further and further on the road of price war.

The guide price of Cadillac XT6 is 389.7-549.7 million. At present, the official discount has reached 60 thousand, and the entry-level model has dropped to 329.7 thousand. In addition, near the end of the year, the preferential margin of dealers in some regions is even greater. XT6 is almost a 300,000-class SUV and a car of the same class as Volkswagen Touran.

Although it is not a flagship model, XT6 is the brand value of Cadillac's existing models. In other words, Cadillac can justifiably give a big discount to the model one level lower than XT6, because the second-tier luxury brands can't afford all models, and there must be models that make money to support their families, but XT6 should be a "window dressing" model to prove that Cadillac is still a luxury brand.

But the bottom line of Cadillac, a luxury brand, still failed to hold. Can you say that the car is not good? The exterior is recognizable, the interior is textured, the configuration is rich, the space is abundant, and there are six versions. Not to mention that it is the best in its class, in terms of strength, it is not inferior to BMW X3 and Mercedes-Benz GLC.

In the final analysis, the bad thing is brand influence. BBA has been talking about this topic in China for many years. It is really difficult for a brand that has been silent for many years to win people's hearts. It is also based on this brand image that XT6 has become synonymous with "Angkewei changing its shell" and "XT5 changing its face". At the same time, Cadillac, which was born in the United States, was originally a dwarf. In the face of German industrial torrent and Japanese quality cleanliness, its advantages are insufficient. Besides BBA, there is at least one Lexus ahead.

All this should be considered at the level of car companies. If you don't pay attention to face when buying a car, you don't have to think too much about brand value. At this time, look at Cadillac XT6, which is also a very cost-effective model. After all, its strength is not weak, and there are many concessions. Saving tens of thousands of upgrades is still very fragrant. But back to reality, how many people buy cars not for face.