In the era of traditional fuel vehicles, the direct competition of luxury brands is becoming increasingly fierce, and major luxury brands have evolved to the extreme in terms of brand management and product layout. The status of the traditional three domestic BBA is almost unshakable, but the gradual rise of new energy vehicles in recent years is expected to break this situation. Especially the just-concluded 2021 is definitely a year of great color for the new energy automobile industry, this year the sales of new energy vehicles have achieved a small explosion, especially in the high-end new energy vehicle market has emerged many excellent products, of which Cadillac's LYRIQ can be said to be a very representative model.
During the 2021 Shanghai Auto Show, LYRIQ made a blockbuster appearance, surprising many users with its outstanding exterior design, and then during the Guangzhou Auto Show in November, this new car opened pre-sale, and it created more than 2,000 pre-sale orders in just one hour, and the number of orders in the pre-sale 30 days has exceeded 5,000 units. As a new energy model born of a traditional car company, especially in the context of the BBA's delay in opening up the situation, cadillac's LYRIQ's achievements have allowed Cadillac to see the opportunity to counterattack in the new energy era.
Empowered by the new platform, it is more than just the appearance
The relatively simple chassis power structure of the new energy vehicle provides more room for the appearance designer to play, and the LYRIQ body continues cadillac's consistent clean and concise design style, the body does not have too many complex decorations, and the straight lines and large-size grille are supplemented by perfect proportions to car the body shape of Lyriq. The front and rear light groups are unique in shape, which portrays the unique sense of science and technology of new energy models to the fullest.
The Cadillac LYRIQ interior is also stunning enough, and the 33-inch ring-screen super retina screen that enters the car is absolutely impressive. Of course, it is not just a decoration, it adopts high-density partition backlight technology, through the precise control of the brightness of each unit partition, can display 1 billion colors, VIP electronic and electrical architecture and the flagship 8155 chip of the high-speed car machine, outstanding processing power and first-class screen experience, Cadillac LYRIQ allows users to truly feel the infinite charm of smart cars.
In terms of performance, cadillac LYRIQ, as the first mass production model of the universal ULTIUM intelligent pure electric platform, naturally inherits many of the advantages and functions of the new platform. The LYRIQ's power unit consists of a 100 kWh battery pack with 12 modules and a rear-drive Ultium drive system, with a maximum power of 255kW and a peak torque of 440N·m, so that in the case of full power, its endurance can reach 650km, and the fast charging system can increase the endurance of 96km in 10 minutes, which is very competitive in the same class.
Layout IQ space for the ultimate user experience
In the current era of new energy vehicles, the biggest challenge for traditional car companies is not to create excellent products, but how to change their thinking and vigorously innovate in marketing and channels to narrow the distance between users and brands. Starting from LYRIQ, Cadillac explored a new user operation model, co-created directly with users, and created a closed-loop marketing service model for the IQ community to achieve online and offline. Users can feel the real one-on-one customized service here, car selection and car purchase can be directly connected to product experts through APP, and there is a one-stop butler service in the car process, which truly makes the service cover pre-sales, after-sales, car use, charging and other links.
Of course, here the user is not a simple car owner, but through the car to achieve a larger social circle to play Happy Land, users can share their own interests in the information, make like-minded friends. Point system for light players: Through check-in, invitation, forwarding, etc., points can be accumulated, which is also the "social currency" of the IQ community, which can be exchanged for learning courses, exquisite gifts and many other rights and interests.
Of course, the IQ community is a closed loop of online and offline linkage services, and Cadillac has created an IQ space for it. As a sharing space for users' social life, whether you want to become a sports expert, a new art expert, or a fashionista, a gourmet, in the LYRIQ user activities, you can find your own interests and continue to be empowered. Up to now, Cadillac pure electric IQ space has been "settled" in 7 cities, a total of 11 stores, distributed in Hangzhou, Shanghai, Nanjing, Zhengzhou, Chengdu, Guangzhou, Shenzhen, the future Cadillac IQ space will also settle in more cities, bringing high-quality car service experience to every user.
The era of new energy vehicles is not only the transformation of product power, but also the change of brand management thinking and user operation concept, if you want to succeed in this change, traditional car companies must throw away their burdens and go light. Cadillac has shown us its proven track record in building products through LYRIQ, while the IQ community has shown us the innovative spirit of its brand and user operations. All the greatness stems from a brave beginning, which is the spirit of the Cadillac brand, and LYRIQ may become a beautiful beginning of the new energy era of Cadillac.