Electric vehicles have become the mainstream, which is a status quo that no one can refute. Regarding the transformation of car companies into electrification, we have long been often seen. Not only are major joint venture brands turning to the research and development of electrified products, but even those luxury brands with a brand history of more than 100 years have to adapt to the times and be forced to operate.
The so-called "forced business" actually understands everything. This is especially reflected in the luxury brands at the head, especially the early "magic reform" of several pure electric models, which seem to be written with perfunctory and unwilling. It's also more of a compromise to actually start layout electrification now.
In contrast, Cadillac is not the earliest entry into electrification among luxury brands. It was not until the recent Guangzhou Auto Show that Cadillac officially unveiled its LYRIQ in China. But it was from LYRIQ that I saw that it had a different attitude towards electrification than other luxury brands. I think from LYRIQ onwards, it will be another brave start for Cadillac.
Why? In fact, we can see the clues from some of Cadillac's practices.
As a luxury brand with a brand history of more than 100 years, Cadillac also has a very deep foundation in the domestic market, taking dealers as an example, easily covering the whole country. However, Cadillac did not choose to put pure electric models in the corner of the brand's showroom like other luxury brands. Instead, it is deliberately created for pure electrical products to create a unique IQ space.
The so-called IQ space, in fact, after seeing more new forces, everyone understands its significance, and it is generally no different from the "experience center" of various new forces. The main significance is to bring users a better sensory experience and at the same time to emphasize the importance that the brand attaches to LYRIQ. In this matter, Cadillac's advance was very fast. Up to now, Cadillac Pure Electric IQ Space has completed the layout in 7 cities of Shanghai, Hangzhou, Nanjing, Zhengzhou, Guangzhou, Shenzhen and Chengdu, and opened a total of 11 stores. In the next six months, Cadillac also plans to open 10 more IQ spaces in key cities.
From a practical point of view, compared with putting new products into old channels, such an approach is undoubtedly more laborious and costly. However, it happened to convey Cadillac's determination and attitude towards the electrification process.
In addition, innovative marketing models illustrate this strongly.
Cadillac adopts the latest customer direct connection concept for the new consumption habits of electric vehicle users, and creates an online closed-loop service experience through the IQ community. Compared with the traditional offline car viewing, IQ Community can realize APP car viewing, one-on-one product expert consultation, one-stop butler service, etc. Including pre-sales, after-sales, operation, products, etc., you can solve it in the IQ community. Offline, IQ Space also hosts regular events. From this point of view alone, what Cadillac is currently doing is something that other traditional luxury brands have not done.
However, these are only a plus. The most fundamental thing for users to choose is the product, how can the order break 2,000 orders in one hour? LYRIQ has its own answers. As a medium and large SUV product, it has an exaggerated size of 5003/1978/1635mm and 3094mm, even so it can reach 650 km + endurance. Moreover, it also supports full-life cycle fast charging, which can achieve a battery loss of less than 5% within 240,000 kilometers.
Inside the car, the standard 33-inch ring screen retina screen, enhanced driver assistance and other black technology, so that the vehicle's scientific and technological content has been improved again, objectively speaking, such products, obviously not a simple "oil to electricity" can be compared. With a high order volume, it is naturally not unusual.
Conclusion: On the whole, if some luxury brands are "forced to transform" based on reality, then Cadillac is more like aiming at the trend and making sufficient preparations to come. From LYRIQ, I saw not only the new beginning of Cadillac, but also the future electric SUV flagship of the luxury brand.