Cadillac's direct operation model has been settled in 7 cities In the next six months, 10 more IQ spaces will be opened

With the rapid rise of the automobile consumer market, new energy and intelligent vehicles, the new retail model of automobiles is also constantly innovating, and the direct sales model is one of the innovative marketing models adopted by many car companies, and the Cadillac brand is one of the adopters.

In November 2021, LYRIQ, as the first product introduced by SAIC-GM into the Aoteneng electric vehicle platform, and also the pioneering work of the intelligent pure electric transformation of the Cadillac brand, officially opened pre-sale. Cadillac LYRIQ adopts a direct-operated model.

Recently, Cadillac held an online live communication meeting to announce the latest progress in the construction of the direct operation model. According to the data, as of now, Cadillac pure electric IQ space has opened 11 stores in 7 cities in Shanghai, Hangzhou, Nanjing, Zhengzhou, Guangzhou, Shenzhen and Chengdu. In the next six months, Cadillac plans to open 10 new IQ spaces in key cities.

Among them, in Shanghai, on January 15, Cadillac Pure Electric IQ Space Shanghai Pudong Kerry City Store opened. This is also the fifth Cadillac pure electric IQ space in Shanghai after the Raffles City Store on the North Bund, the Qiantan DelekFang Store, the Raffles City Changning Store and the Minhang Bailian South Store.

In view of the new consumption habits of electric vehicle users, Cadillac takes the needs of users as the core, directly connects with every user through innovative marketing models, explores a new and localized "co-creation" model, and creates an online and offline closed-loop service experience. SAIC-GM said.

According to SAIC-GM, the first batch of LYRIQ car owners are more middle and senior managers of some enterprises, mainly in construction, Internet and free industries, with higher education or skills.

The customer needs of LYRIQ can be divided into three main categories: "progressive youth": hoping to continue to learn to enrich their horizons; "efficiency masters": taking into account career and time, hoping to save time and energy in the most efficient way; "enjoy life": having their own hobbies or circles, hoping to be with people who share views.

IQ Community Experience is based on the "Save Time" concept at the beginning of planning, using time-saving and labor-saving methods to allow users to enjoy basic services related to "cars", and at the same time can effectively "improve themselves" in "enjoy life".

"We are well aware of the importance that LYRIQ users attach to the cost of time, so we 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 deliver the information to the user step by step." SAIC-GM said.

Specifically, if the user is interested in the car, you can first look at the car through the 360 ° of the IQ APP, and have a preliminary understanding of the appearance, interior, configuration and other information of LYRIQ; if you want to get closer to the product, you can click on more than 100 articles successively released by the product manager to learn more about LYRIQ; if you want one-on-one service, you can directly connect with the product expert through the APP; if the expert does not solve your problem, the APP also provides a one-stop butler service, which includes after-sales and products behind it The core members of the team, including operations, sales, charging, etc., respond to the needs of users at the fastest speed.

If users are interested in life information, they can find the answer in the Q APP's Peer Choice section. SAIC-GM said that it will do preliminary screening according to users' interests and hobbies and provide selected information; at the same time, the content with better online response will be used as offline activities and learning courses; and according to the skills learned, it will support related derivative products in the APP mall to fully empower users.