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For Cadillac, April tested not only its ability to cope with the market recovery, but also the attractiveness of its newly formed brand-new product lineup.
With the gradual improvement of the COVID-19 epidemic in China, all walks of life that have been pressed the pause button have begun to step up the pace of restarting, and the automobile industry is no exception. According to the data of the National Passenger Car Market Information Association, the average daily retail volume of the passenger car market in April was 35,300 (1-25), with a year-on-year growth rate of 1.6%, which was significantly improved compared with the decline of 42% in the first four weeks of March. In the fourth week, the average retail volume reached 48,700 vehicles, a year-on-year increase of 65,438+.
Among them, the luxury car market is still the first market segment to feel the warmth of the market. Before the May Day holiday, Cadillac released its April sales. The data shows that in April, the brand retail sales reached 65,438+06,273 vehicles, up 29.5% year-on-year and 48% quarter-on-quarter. From June 5438 to April, its cumulative sales volume reached 43,000 vehicles.
At the same time, with the relative improvement of the epidemic situation in various places, the average daily passenger flow of Cadillac sales stores has also steadily increased. The average daily passenger flow in April increased by more than 20% compared with the fourth quarter of last year and by 1.20% compared with the first quarter of this year. The sales recovery momentum is obvious.
The overall recovery of the market is of course the key reason for the rebound in sales of luxury brands represented by Cadillac, but for Cadillac, it is also the formal formation of its brand-new product lineup and the strategic transformation of the brand since last year.
The 3+3 lineup has been formed, and the popularity of CT5 has been continuously improved.
On April 8th, Cadillac CT4 officially went on the market, which also means that Cadillac officially formed the "3+3" product layout of CT series and XT series-"New American luxury rear-drive car family" composed of CT4, CT5 and CT6 and "New American luxury SUV matrix" composed of XT4, XT5 and XT6.
Cadillac's product layout began in the second half of last year. The switching of new and old products and the overall downward trend of the market have brought a lot of pressure to the brand. In 2020, when the new products were supposed to exert their strength, they were also disrupted by the sudden epidemic, which caused many concerns. However, judging from Cadillac's performance in recent months, the effectiveness of new product layout has already appeared.
After the original sales main ATS-L and XTS stopped production, SUV models collectively propped up Cadillac. From June 5,438+10-April, XT series sold 3 1778 vehicles, accounting for 72% of Cadillac's cumulative sales, and the main support function was obvious; Among them, the monthly sales volume of XT6 in April was 65,438+0,572 vehicles, up 865,438+0% from the previous month. Sales of XT4 and XT5 have increased steadily. In April, 4,738 vehicles and 5,582 vehicles were sold respectively, increasing by 35.7% and 100.4% respectively compared with the same period of 20 19, and both of them have recovered to the average monthly sales level in the fourth quarter of last year.
The officially formed CT series announced on April 8, although it can't be compared with SUV models in absolute sales, has shown the potential to meet expectations. Among them, the monthly sales volume of the flagship CT6 has been stable at more than 2,000 vehicles since May last year, and returned to this level in April. The CT5, which went on the market in June last year at 5438+065438+ 10, still maintained a steady growth under the influence of the epidemic, and climbed to 2287 vehicles in April, accounting for more than 40% of the high-end sales. As for CT4, which has just been listed, the terminal response is also quite enthusiastic.
What's more noteworthy is that the formation of "3+3" product layout also marks an important step in reshaping Cadillac brand. Since CT5, Cadillac has played the slogan of "no rear drive, no luxury", and this slogan was further strengthened when CT4 went on the market, which is behind the transformation of the brand's "rear drive" to cope with the trend of consumption upgrading and rejuvenation.
Rear-driving highlights movement, performance, driving control texture and product strength, and then it is associated with "luxury" and echoes with youthfulness. Cadillac's move has the effect of killing two birds with one stone. The formation of new product layout can not only achieve the coverage of mainstream market segments, but also make "new American luxury" more concrete and marketing more targeted.
Therefore, whether from the perspective of new product quantity or brand transformation, Cadillac's 2020 is quite interesting, which can be said to be full of stamina.
Innovative service first, new American luxury landing
After China's annual sales of 200,000 vehicles exceeded one million, Cadillac began to think about how to "go further", and the market began to experience a series of changes, such as slowing growth and stock competition. In this context, Cadillac chose the route of simultaneous innovation of product layout and service model.
Last April, MyCadillac Super APP was officially released. This APP is based on SAIC-GM's "7S modular dealer service system", which opens up the online and offline boundaries of after-sales service and becomes a digital integrated port covering the whole life cycle of Cadillac owners. Officials said that this application can be said to be "the most powerful in the industry" and stressed that future services will have an increasing impact on customers' car selection.
It is not difficult to see that Cadillac hopes to improve user satisfaction through innovative and more convenient user experience and lead its competitors in the "second half" competition in the luxury car market. Inadvertently, MyCadillac Super APP went online less than 10 months, and the epidemic broke out, and MyCadillac Super APP played an unexpected role.
After the epidemic situation gradually improved, Cadillac owners and users can realize "non-contact" maintenance through MyCadillac, including online reservation, door-to-door delivery, remote bill signing, remote tracking and online payment, which greatly reduces the travel risk of users. At present, MyCadillac has more than 340,000 users, with a cumulative service of 6.5438+0.5 million person-times, a cumulative service of 37,000 person-times, and online payment of nearly 6.5438+0.00 million. Since it was launched in April last year, the user satisfaction rate has reached 99.87%.
In addition to the official APP, during the epidemic, Cadillac quickly coordinated the dealer strategy and formulated a series of targeted new measures to meet the needs of consumers to know product information without leaving home by creating a series of marketing service activities such as "online exhibition hall", "on-site exhibition hall", "remote reception" and "contactless delivery". Offline, through the establishment and improvement of employee health management mechanism, we can ensure that consumers who come to the exhibition hall can get safe and thoughtful service.
The most noteworthy service innovation is Cadillac's "rental" plan, which is the long-term rental plan officially launched by Cadillac and the brand's exploration of new retail models. Consumers can complete all the application processes online, and only need to pay the "use" fee, without worrying about the license plate, maintenance, insurance, residual value of used cars and other issues. And they can also live a brand-new car life of "only paying for gas and keeping a car without worry".
There are many car rental companies and platforms on the market, but it is rare for the government to introduce such flexibility. For Cadillac, this is not only an exploration of a new retail model, but also an attempt to rejuvenate and transform. This innovative model itself is acceptable to young consumers. By "renting", they can experience Cadillac products and services more easily and further become Cadillac owners.
According to the official introduction, the "Rent it" long-term rental plan has received positive market feedback since it was launched in early March. In just one month, "Renting" has attracted more than1.20 thousand people's attention. Nearly 100 users from more than 15 cities in China have joined the "Rent -a-la" long-term rental plan and become "new owners" of Cadillac, with diversified age groups and wide geographical distribution, covering first-,second-,third-and fourth-tier cities.
Through "renting", Cadillac actually realized the "expanding circle" of brands and products, which attracted more young consumers on the one hand and promoted the sinking of channels on the other. Coupled with the "cooperation" with the brand-new product lineup, Cadillac is likely to successfully find a "further" path to achieve a double breakthrough in sales scale and brand upward.
Write it at the end
Since the second half of last year, the revolution brewed by Cadillac has caused many questions. However, from the current performance, Cadillac has always had a clear understanding and planning for its own development, from focusing on seizing market share and establishing a certain scale of basic users to focusing on reshaping the brand and further landing the new concept of American luxury, and also has the courage and action of "taking the lead".
There is no doubt that 2020 will be the "year of strength" of this round of change. The epidemic has subsided and the market has steadily rebounded. What kind of answer sheet Cadillac will hand over is worth our expectation.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.