Cadillac LYRIQ, as the first pure electric model of the Cadillac brand, attracted wide attention at its official debut at the Guangzhou Auto Show last year, and received more than 2,000 orders within an hour of pre-sale. Cadillac LYRIQ has thus become a pure electric SUV with its own heat, but the Cadillac brand believes that it is far from enough, in addition to the attraction brought by excellent product power, deeper and more accurate marketing is the essence of the sustainable development of new cars.
What are the highlights of Cadillac LYRIQ
Cadillac LYRIQ has adopted a new concept both at the design level and the overall architectural level. The first is the excellent exterior design, which can be felt from a distance when you look at this model. Cadillac LYRIQ is positioned as a medium to large pure electric SUV with a length, width and height of 5003/1977/1637mm and a wheelbase of 3094mm. The car's design in terms of detail is also outstanding, the front face is made of dark crystal flare, showing a unique 3D texture, and the lower part of the grille adopts a luminous design, which is more futuristic. The streamer shower in-line LED headlights on both sides of the grille follow Cadillac's classic diamond-cut shape.
The body side design is simple, the hidden door handles are integrated with the shape of the whole vehicle, and it is equipped with exquisite multi-frame wheels for more dynamic. The LED taillight shape at the rear of the car is the finishing touch of the overall design, which not only shows the sense of luxury technology, but also feels the inheritance of cadillac's classic design concept.
In terms of interior, the 33-inch ring curtain super retina display can reach a high resolution of 9K and is equipped with Qualcomm's flagship 8155 chip. Details such as the electronic control knob of the Mengs' Shield Crystal drill are very exquisite, and the overall luxury of the interior is full.
In terms of vehicle performance, Cadillac LYRIQ launched the long-drive long-endurance deluxe edition CLTC range of more than 650 kilometers, the maximum total power of the motor is 255kW, the maximum torque is 440N·m, and the acceleration of 100 kilometers is 6.9 seconds, which is indeed very good for a medium and large SUV.
Cadillac LYRIQ's new marketing model
At the marketing level, Cadillac not only studied the portrait of the owner of the small booking, but also created a differentiated customer direct connection concept, and opened IQ space in many cities across the country. Judging from the profile of the intended owner of Cadillac LYRIQ, they are mostly senior managers of construction, Internet companies and some freelancers, and have higher education or skills, eager to continuously learn, save time, and have a circle that fits their interests. Based on the real needs of users, Cadillac directly connects with users through innovative marketing models to create an online and offline closed-loop service experience, and "co-creation" is its core.
IQ community experience is the carrier to achieve LYRIQ users, using the "Save Time" concept, that is, to allow consumers to save time and effort to enjoy the basic services related to "car", according to the user's interests and hobbies, create interesting content to close users, create a better circle, and "enjoy life" while "improving themselves".
Cadillac has also created the IQ APP to provide potential users with a more convenient channel to understand vehicle information. Consumers can see the car through the 360° of IQ APP and have a preliminary understanding of the appearance, interior, configuration and other information of LYRIQ. At the same time, learn more about the model by clicking on more than 100 articles published by the product manager. There is also a pair of APP pairs of product expert services and one-stop butler services (one-stop service of the core team such as after-sales, products, operations, sales, charging, etc.), to ensure that users can respond to user needs at the fastest speed.
In addition to the product, if you are interested in life information, you can do preliminary screening of users' interests and hobbies, provide selected information, and take the well-received content as offline activities and learning courses, so that users can deeply feel self-improvement, form an offline circle of friends with like-minded users, and have a skill and can become the main manager of the corresponding plate.
Cadillac's online IQ APP's high-quality content platform is roughly divided into three parts: APP section classification, APP incentive system and APP star section. There are discovery sections, IQ sections and mall sections in the APP section classification, users can understand LYRIQ-related products, reservations, stores, charging information and other content in the first time, and can also directly determine LYRIQ vehicles and understand store information, and can also select high-quality trendy goods and co-create products. The APP incentive system covers two parts: the point system and the growth value system, and the accumulated points can be used as "social currency" to exchange for offline training courses, online mall products and other rights and interests, and can also obtain the empowerment of co-creation such as cooperation and joint development of courses by top business schools. The choice of the APP star section can create a social circle that belongs to the people in the same way.
In addition to the online segment, LYRIQ user activities are divided into four categories: IQ Space Small Events, IQ Space Large Events, Regional User Activities, and IQlub Annual Events. Whether it is a sportsman, an art novice, a fashionista or a gourmet lifestyle, they can empower their own interests and more fully cover the needs of consumers.
The main carrier of IQ offline activities is the IQ space laid out in various cities. At present, Cadillac Pure Electric IQ Space has opened 11 stores in 7 cities including Shanghai, Hangzhou, Nanjing, Zhengzhou, Guangzhou, Shenzhen and Chengdu. On January 15th, Cadillac Pure Electric IQ Space Shanghai Pudong Kerry City Store opened, which is the fifth Cadillac Pure Electric IQ Space in Shanghai, aiming to become a new landmark for consumers to experience LYRIQ's outstanding product strength at zero distance, and also to help users integrate into the high-quality lifestyle of Pure Electric IQ.
summary
Cadillac LYRIQ as a pure electric medium and large luxury SUV, its design language, overall performance can attract consumers. 2022 will be a key year for Cadillac to make efforts in the pure electricity market, through the combination of ONLINE and offline IQ APP and IQ space, so that more consumers can participate, integrate into the circle of interest, and empower their own skills. It is believed that Cadillac LYRIQ will achieve higher sales under the combined force of brand influence and innovative marketing.
(Author: Dai Jun)