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For the entire GM, the Chinese market is a one-stop move. In the words of General Motors President Dan Oman, "How to emphasize the importance of the Chinese market is not an exaggeration."
The Chinese market is also very important for the Cadillac brand. Otherwise, China’s “first show†after the new head of the brand will not be put on such a big battle – the president of the parent company General Motors will help out, and the GM’s Chinese business “top leader†will cheer. ......
Although China's high-end car market still has great potential, the dominant position of the German “Big Three†BMW, Mercedes-Benz and Audi is unbreakable in a short time. A group of "second-line brands" are eyeing the Chinese market. Why did Cadillac re-emerge?
When considering the above issues, the author can't help but think of another American high-end brand Lincoln, because its status in the Chinese market is similar to Cadillac: it is a high-end American brand with a long history, and it must rise in China. .
Lincoln returned to the Chinese market, focusing on the "crowd" car experience of the "Lincoln Way." To put it bluntly, it is to provide tailor-made personalized services and establish a close relationship with customers for “long-term and sincereâ€.
Another "latecomer" DS, under the "Dare to Surpass" service, through the distinctive DS Club, to create a spiritual paradise for each customer.
Cadillac and Lincoln are targeting the younger generation of consumers in the Chinese market, so Cadillac plans to introduce entry-level cars and small and compact SUVs that young people like in China. In order to meet the young people's "earnings" mentality of new technologies, Cadillac will first launch a new model using 4G LTE technology in China next year. It can be seen that in order to win the favor of the younger generation of prospective car owners, Cadillac has new cars and new technologies. What is missing? There may also be a service system that appeals to young people. Just like Lincoln and DS, we strive to make the car owners use the car's entire life cycle to form the brand's unambiguous power. In this regard, the “fun†MINI brand is a good example, and it is worth learning from all the high-end car brands that include the Cadillac as the target users.
· Confidence What is missing from Cadillac?