A month after the opening of the pre-sale, SAIC-GM Cadillac LYRIQ handed over a bright "report card". As of now, the pre-sale sales of LYRIQ have exceeded 5,000 units.
In the eyes of the outside world, it is not surprising that Cadillac LYRIQ can achieve its current results. Time back to the evening of November 17, SAIC-GM general manager Wang Yongqing announced that Cadillac LYRIQ opened pre-sale, and within an hour thereafter, LYRIQ's orders exceeded 1,000 vehicles, and then in half a day, the order exceeded 2,000 vehicles.
On the day of the online pre-sale meeting of LYRIQ, Wang Yongqing also announced that the first batch of cadillac pure electric IQ space in 5 cities and 6 stores in the country will be powered on with the LYRIQ exhibition car to the store. "By the end of this year, there will be more Cadillac pure electric IQ space to meet with users, providing users with a one-stop brand experience of car viewing, car selection and car booking."
At the same time that Cadillac LYRIQ gained market favor, cadillac's pure electric IQ space store opening plan was gradually landed. On December 7th, the Cadillac Pure Electric IQ Space South Mall store in Minhang, Shanghai was put into trial operation, and in the 530 square meters of independent double-storey space, the LYRIQ exhibition car was the deserved protagonist, attracting many consumers to "punch in".
In the view of Zhang Xiang, an analyst in the automotive industry, LYRIQ is the first luxury intelligent pure electric vehicle model created based on the Aoteneng electric vehicle platform introduced by SAIC-GM, and it is also the pioneering work of the intelligent pure electric transformation of the Cadillac brand, positioned in a medium and large pure electric SUV. "Backed by the empowerment of SAIC-GM, the comprehensive strength of Cadillac LYRIQ should not be underestimated, especially in the configuration of intelligence and safety, making it quite competitive in the pure electric market."
The first pure electric model became popular in the market
"GM's vision is to create a future with 'zero accidents, zero emissions, zero congestion.'" For this year's SAIC-GM bid change, GM Chairman and CEO Mary Bora has said that the company has the technology, talent and ambition to fulfill this commitment, and electrification is the key to realizing this vision.
As a luxury brand of General Motors, Cadillac is also committed to achieving a future of "zero accidents, zero emissions, zero congestion" and accelerating its transformation in the field of electric power.
For cadillac's electric transformation, SAIC-GM said that as a century-old luxury brand, Cadillac has a rich brand accumulation, innate courage, style and innovative spirit... These brand assets are the basis for Cadillac to embrace the transformation of intelligent mobility.
Cadillac LYRIQ is the pioneering work of Cadillac's intelligent pure electric transformation, and it is also the first model based on the Aoteneng electric vehicle platform. It is reported that the Aoteneng electric vehicle platform is the cornerstone of GM's comprehensive electrification, integrating GM's 26 years of electrification experience and forward-looking technology, with three major advantages of smarter, safer and more performance, and is a blockbuster new energy technology platform introduced by SAIC-GM to China this year.
SAIC-GM said: "The Aotene electric vehicle platform brings smarter, safer and more performance electrification solutions to the Chinese market, and also gives Cadillac LYRIQ excellent genes in terms of shape, space and technology." ”
In terms of styling, the mass-produced LYRIQ highly restores the design elements of the concept car, and the forward-looking modeling combines the delicacy of the sculpture with the rhythm of the streamline, creating an elegant body posture of the LYRIQ. A total of 736 LED light sources are used in the exterior of the car, and the front face adopts a high-tech 1.8-meter ultra-large black crystal obsidian grille, which has become one of the design elements that LYRIQ has attracted much attention from the outside world.
In addition, the combined streamer rain in-line LED headlights and streamer flying wing LED tail lights can also give people a futuristic sensory experience. The 1.83 m2 oversized panoramic glass dome extends to the roof spoiler, also allowing the roof line to combine design aesthetics and aerodynamics.
Not only that, but the roof line after the A-pillar naturally falls, making the overall visual effect of LYRIQ more sporty. Thanks to Aoteneng's electric vehicle platform, LYRIQ's interior space benefits a lot: the forward-shifting dashboard and the highly integrated triple-electric system give more space to passengers, combined with a wheelbase of more than 3 meters, giving users a space experience that exceeds expectations.
The Aotene Electric Vehicle Platform also unlocks more possibilities for Cadillac LYRIQ in terms of intelligence and security. In terms of intelligence, LYRIQ is equipped with a new generation of VIP intelligent electronic architecture, which can support software function updates of wireless battery management systems, and use continuously optimized technology to realize the potential of LYRIQ batteries.
In terms of safety, SAIC-GM and local suppliers further optimized the battery cell formula based on the basic formula of the 811 ternary lithium battery cell, and jointly developed an optimized formula for the Chinese market for the Aoteneng electric vehicle platform. LYRIQ's batteries have undergone more than 3.2 million hours of cumulative testing and have good thermal stability.
It is precisely the dual advantages of appearance and strength that make the first public appearance of the mass-produced version of Cadillac LYRIQ at the Guangzhou Auto Show and become one of the "star" models of the auto show that has attracted much attention from the outside world.
"At this year's Guangzhou Auto Show, the LYRIQ was unveiled as a blockbuster model of Cadillac, and attracted many people to visit during the entire auto show, which shows that it is still relatively hot in the market." From the perspective of pre-order sales, there are currently more than 5,000 units, indicating that consumers' recognition of it is also relatively high. This car will be delivered by the middle of next year, and I believe that there will be a better market performance in the future. Zhang Xiang said.
Innovative marketing models have gradually landed
As we all know, under the wave of "new four modernizations" of automobiles, electric vehicles continue to usher in a new outlet of rapid development, and the direct operation model related to them is also favored by consumers.
For the direct operation model, Wang Yongqing once said: "We will not 'directly operate' for the sake of 'direct operation', our sales model is mainly to match the trend of electrification and intelligent networking." The direct operation model is mainly to depict accurate customer portraits through big data, so as to more accurately focus on customer feedback and needs, and then provide services such as software upgrades. ”
This time, Cadillac LYRIQ adopts a direct operation model. It is reported that users can pay a deposit of 1190 yuan through the Cadillac IQ Co-creation APP and WeChat Mini Program to make a reservation. It is worth mentioning that the first batch of owners who order the acquisition of cars by the end of April 2022 will also receive a public charging quota of 10,000 kilometers, a daily check-in mileage red envelope in the Cadillac IQ co-creation APP, a specific body color and additional rights and interests for priority delivery.
For the innovation of the LYRIQ marketing model, SAIC-GM said: "The Cadillac brand has always been committed to bringing users a luxurious and intimate service experience. In view of the new consumption habits of electric vehicle users, Cadillac will take the needs of users as the core and directly connect with every user through innovative marketing models such as direct operation to create an online and offline closed-loop service experience. ”
For the innovation of the marketing model, SAIC-GM said: "For pure electric models at the retail end, Cadillac tries a new direct sales model, hoping to create more opportunities to directly connect with users face-to-face, collect user pain points and needs, and rapidly iterate on products and services." ”
On the day that LYRIQ announced the pre-sale, the first batch of Cadillac pure electric IQ space in 5 cities and 6 stores nationwide will be accompanied by LYRIQ exhibition cars to the store to be powered on synchronously to welcome the new. In fact, as early as the beginning of September this year, Cadillac's first pure electric IQ space in China has met with users at Raffles City on the North Bund in Shanghai.
What services can Cadillac Pure Electric IQ Space provide to users? As the key layout of Cadillac, Cadillac pure electric IQ space can provide users with a one-stop brand experience of car viewing, car selection and car booking. "By the end of this year, there will be more Cadillac pure electric IQ space to meet with users." SAIC-GM said.
On December 7, cadillac pure electric IQ space south mall store trial operation, will be officially opened on the 25th of this month. It is reported that the design of this pure electric IQ space is inspired by the design details of Cadillac's global brand space and LYRIQ cars, the store has a double storey, the first floor serves as a showroom, parking LYRIQ's exhibition car, and the second floor is IQ Lifestyle space, which is used to co-create with IQ users.
In terms of luxury services, data show that as of 2021, Cadillac has brought respected luxury services to more than one million fuel vehicle owners in China. In the face of an increasingly large group of car owners, Cadillac has always regarded "people" as the top priority to improve the after-sales service experience, and the service revolves around the three core demands of "exclusive, intelligent and active".
"In view of the new consumption habits of electric vehicle users, Cadillac will take LYRIQ as a starting point and directly connect with users on the basis of existing experience to jointly explore a new and localized 'co-creation' model, from pre-sale, sale to after-sales, to provide users with a full-life cycle luxury service experience." SAIC-GM said.
At the customer experience and service level, the Cadillac brand will uphold the concept of "co-creation" and invite users to join every link of product development, sales, after-sales and so on. In addition, the Cadillac brand will also create a set of replenishment systems with Chinese characteristics for LYRIQ, providing users with an exclusive, thoughtful and convenient refueling experience.
SAIC-GM said: "With the introduction of LYRIQ, Cadillac's electrification process in China will be further accelerated - in addition to launching a series of localized smart pure electric products, it will also directly connect with Chinese users to create a new electric vehicle service system and bring users an exclusive luxury service experience." ”