At last year's Guangzhou Auto Show, SAIC-GM's first Cadillac LYRIQ based on the Aoteneng platform met with us for the first time, which was first launched at the Guangzhou Auto Show and ordered to break 2,000 luxury medium and large SUV in just one hour, kicking off the electrification of Cadillac.
Cadillac is not the earliest luxury brand to enter the electrification, but starting with LYRIQ, Cadillac has shown a different attitude towards electrification than other luxury brands. With LYRIQ as the medium, a new marketing model has begun for the consumption habits of electric vehicle users and the user as the core.
Aoteneng platform "Pioneer Officer"
As early as before the Guangzhou Auto Show, the Cadillac LYRIQ car officially carried out a multi-faceted warm-up, in fact, it is not difficult to see that Cadillac is absolutely determined to step into the field of pure electricity for the first time. GM gave the position of "Pioneer Officer" to Cadillac, and LYRIQ, which was born on the Aoteneng platform, was released.
With a solid and reliable technical endorsement and Cadillac's always solid pricing, LYRIQ has become a precursor to the luxury pure electric SUV market explosion, and within an hour after the guangzhou auto show opened pre-sale, the order for this model exceeded 2,000.
In terms of the most basic model positioning, cadillac LYRIQ is a medium-sized SUV, which is in the same level as many luxury brand flagship SUVs. Its length, width and height are 5003/1977/1637mm, the wheelbase is 3094mm, compared with BMW X5, Mercedes-Benz GLE and other models will find that the size of cadillac LYRIQ, especially its ultra-long wheelbase brought by the interior space, in this level is still very advantageous.
Especially based on the powerful electrification platform, Cadillac LYRIQ for the first time equipped with GM's newly developed "Super Cruise" super intelligent driving assistance function, this system adds automatic lane change function on the basis of ensuring safety, but also makes it fully equipped with L3 level automatic driving experience, in addition to the 19-speaker AKG sound system, nearly 1.83 square meters of panoramic canopy These configurations are added, which also brings the immersive experience of LYRIQ in the car to the extreme.
As for the endurance and power part, relying on advanced platform technology, Cadillac LYRIQ launched the back-drive long-endurance deluxe version, equipped with a 95.7kWh ternary lithium battery, CLTC comprehensive working conditions of more than 650km, 100 km of power consumption of only 15.6kWh.
It is worth mentioning that its battery management system is also to the extreme, and the extrusion resistance of the battery pack alone has reached 300KN, which is far higher than the national standard by three times. The electric drive system adopts a single rear permanent magnet synchronous motor, the maximum power is 255kW, the peak torque is 440N.m, and the acceleration time of the vehicle is 6.9s per 100 kilometers, which is good enough for medium and large SUVs with a wheelbase of 3094mm.
Direct connection breaks the limitations of traditional car companies
With the development of the electrification layout, Cadillac's marketing model is also gradually changing, with Cadillac LYRIQ as the medium, began to try a differentiated customer direct connection model.
Its advantage is that it can face customers directly, understand the core needs of customers faster and more effectively, and respond quickly and service, creating a closed-loop service experience for customers.
In view of the new consumption habits of electric vehicle users, Cadillac takes the user needs as the core, directly connects to every user through an innovative marketing model, explores a new and localized "co-creation" model, and creates an online and offline closed-loop service experience.
For LYRIQ, the first batch of car owners are more of a number of middle and senior managers of enterprises, mainly in construction, Internet and free industry, with higher education or skills of the user portrait.
Cadillac will screen the information according to the user's interests and hobbies, produce high-quality content, cover the car, life and circle that the user is interested in, and progressively deliver information to the user.
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.
And users can find the same in the IQ APP's peer selection section, Cadillac will do preliminary screening according to the user's interests and hobbies, provide selected information, and the content with better online response as offline activities and learning courses and according to the skills learned in the APP mall to support related derivative products, so that user activities can fully empower users.
The channel and carrier for Cadillac LYRIQ users to carry out rich offline activities is IQ space. LYRIQ user activities are divided into four broad categories, including: IQ Space small events such as new and existing user interactions, IQ Space large events such as parties, art exhibitions, and regional user events and IQlub annual events. From this point of view alone, what Cadillac is currently doing is something that other traditional luxury brands have not done.
At present, Cadillac has opened 11 in 7 cities in Shanghai, Hangzhou, Nanjing, Zhengzhou, Guangzhou, Shenzhen and Chengdu, and in the next six months, Cadillac plans to open 10 new IQ spaces in key cities.
If the traditional luxury car companies may have some "forced" meaning for the electrification transformation, for Cadillac, it is more like being prepared. From LYRIQ, we see not only a new beginning for Cadillac, but also a step that luxury brands should take in the future era of electrification.