What's the difference between Cadillac and BBA?

What's the difference between Cadillac and BBA? Is it just a logo difference?

In recent years, mainstream luxury brands such as Mercedes-Benz, BMW and Audi are constantly exploring their own product lines. It is no longer an unreachable dream to open BBA within 200,000 yuan. An interesting phenomenon is that although the entry threshold of BBA is decreasing, it does not seem to affect the positioning of BBA's first-line luxury brands.

At the same time, second-tier luxury brands such as Volvo, Cadillac, Jaguar Land Rover and other cost-effective products emerge one after another, but they have never been able to enter the first-tier luxury camp.

Among the second-tier luxury brands mentioned above, Cadillac is undoubtedly the most painful one. For example, Cadillac CT6, a proper D-class car, has a guide price of 379.7-4.897 million, and its positioning is the same as that of the 5-series A6. However, after the CT6 terminal discount, the starting price of the entry-level model is lower than that of the BMW 3-series.

It stands to reason that the sales volume of CT6 should be less than that of Series 3 A4C. However, we have all seen the actual situation. The sales volume of CT6 in one month is less than that of Series 3 A4C. What's the difference between Cadillac and BBA? Is it just the difference in scores? Obviously not, the gap between Cadillac and BBA is reflected in many aspects, not just the brand gap.

Look at the product line first. BBA's products cover A-class, B-class, C-class and D-class cars, compact SUVs, medium-sized SUVs, large and medium-sized SUVs and high-performance sports cars. BBA can basically provide whatever users need. Cadillac, on the other hand.

At present, there are only six models on sale in China, CT4/5/6 and XT4/5/6. The corresponding market segments are B-class cars, C-class cars, D-class cars, compact SUVs, medium-sized SUVs and large and medium-sized SUVs. Cadillac (China) can be said to be blank in the market segments below B-class cars and high-performance sports cars.

Although Cadillac has launched CT4 and CT5 high-performance cars overseas, the high price and Cadillac brand factors determine that these two high-performance cars still cannot compete with BBA's high-performance cars for the market. Further, Audi has more than 2 million R8, BMW has 2 million i8, and Mercedes-Benz has 2 million AMG GT. What does Cadillac have?

In the pure electric field that represents the future development direction, Cadillac's layout is not as good as BBA. Cadillac announced Lyriq, the first pure electric vehicle, in April this year, with a starting price of about 400,000 yuan and a higher entry threshold than BBA.

The traditional internal combustion engine product layout is not as good as BBA, and the pure electric product layout is not as good as BBA. Cadillac was defeated on the product line. Similarly, the product line gap is also the main gap between second-tier luxury brands such as Volvo, Land Rover and Jaguar and BBA.

Followed by product technology. When we mention Audi, we will think of "lamp factory" and "bragging"; Speaking of BMW, we will think of T 1 stage regulation and single turbine and double scroll turbocharging technology; When it comes to Mercedes-Benz, we will think of the originator of modern cars. Speaking of Cadillac, a related word that comes to mind is actually bath center (all wet).

Seriously, Cadillac doesn't seem to have an impressive core technology. Cadillac's most successful technology in recent years should be the super cruise system on the CT6, and the CT4/5 mid-term modified model launched this year will also be equipped with this intelligent driving assistance technology.

In the field of pure electricity, Cadillac's Ultium intelligent pure electric platform technology has yet to be tested, while BBA's pure electric platform technology is relatively mature, so Cadillac has fallen behind in technology.

Of course, it must be pointed out that technology is directly proportional to R&D funds. The more R&D funds are invested, the more advanced technologies there will be, and the stronger the product strength will naturally be. In terms of R&D investment, GM and Volkswagen Group, BMW and Daimler Group are not at the same level.

Finally, the brand influence. Cadillac's deepest impression on Chinese people should be price reduction, price reduction and price reduction. In addition to the CT6 mentioned above, the price reduction of other Cadillac cars is also quite tough. In some cities, the bare car CT4 has been as low as 654.38+0.9 million, and there is still room for price reduction of cash CT4 and CT5 after the mid-term modified models are listed.

In contrast, the price of BBA is relatively firm, especially BMW, and the price is very hard. The discount degree of new cars directly affects the second-hand hedging rate. Human consumption psychology is very interesting. The stronger the price, the more they want to buy, and the more the price is reduced, the lower their desire to buy. Just look at the sales of C4T/5/6.

The same thing happened to Jaguar XEL. Do you think these cars are really less cost-effective than BBA of the same level? Not necessarily. With the same budget, you can buy a Cadillac Jaguar without pressure, but if you buy a BBA, you may only buy 1.4T or 1.5T, but the result is that BBA sells well and Cadillac is not interested. This is the gap of brand influence.

It is difficult for a second-tier brand like Cadillac to catch up with BBA, which has been deeply rooted in the hearts of the people and is well known to all women and children. This can't be solved by cutting prices or breaking bones. Second-line luxury goods need more popular explosions to catch up with BBA.