At the end of the year and the beginning of the year, in the blink of an eye, it is time for the annual review and summary. Taking stock of 2021, China's auto market has played a beautiful turnaround battle against the trend, even if it is affected by adverse factors such as repeated local epidemics, continuous shortage of chips, and rising raw material prices, it still completed the sales of 26.275 million new cars, with positive growth for the first time since 2018, with a year-on-year increase of 6.33%.
The so-called few people are happy and a few people are sad, Chinese brands with the help of new energy penetration headwinds to flip the market sharply up 26.5% year-on-year, but the luxury car market that has been soaring in the past few years is returning to rationality. According to the data of the Association of Automobile Associations, the capacity growth rate of the domestic luxury car market in 2021 is only 5.6%, and only 0.4% is left after Tesla, which is more than 10% smaller than the growth rate of the past two years. When the market tone changes from running "quantity" to running "quality", the inspection of luxury brands will then shift to the solidity of their technical system and the process of forward-looking product cultivation.
The multi-dimensional product matrix is synchronized, and Cadillac responds to market changes with a reasonable layout of products
In the luxury car market, the brakes are sharp and turbulent, and the brand game is also experiencing a new round of reshuffle. In the process of rapid market growth in previous years, many people regard Cadillac's sudden emergence as a typical representative of the product breakthrough that pays more attention to "personality" in the consumption upgrade environment, but in 2021, the market will turn to rational choice and high-quality growth, Cadillac can still outperform the market in a depression, and the rational layout of its products has begun to highlight the value.
In 2021, Cadillac's annual wholesale volume 233117 units, an increase of 1.4% year-on-year, and in the upper volume that best reflects the number of transactions in the terminal market, Cadillac won 232822 units, an increase of 2.5% year-on-year. This number does not look conspicuous, but compared with Mercedes-Benz, Audi, Lexus and other brands have begun to show negative year-on-year growth, Cadillac can still climb a higher level under the high base laid by the high growth in previous years, and the gold content of sales is self-evident.
Behind the sales volume, the synchronous force of the multi-dimensional product matrix is the fundamental reason for the solid sales base of Cadillac. In 2021, the Cadillac brand will deepen its efforts in the Chinese market and fully cover the mainstream segments of luxury cars with a lineup of "3 SUVs and 3 sedans". After several years of hard work, the SUV lineup that took the lead in adjusting has occupied half of Cadillac's sales, leaving more time and space for the growth of CT cars. In 2021, the CT series "new American luxury rear-drive sedan family" finally lived up to expectations, with cumulative sales of 94,620 units in the whole year, an increase of 13.6% year-on-year, and it has been proved that Cadillac's forward-looking layout around the balance of product structure in the first two years has achieved initial results.
The head model achieved a high growth rate, and the high-value attributes of Cadillac products gradually stood out
Of course, it is not enough to have a comprehensive model matrix, and the high-value attributes brought by star models are also crucial to brand growth. Taking the sedan as an example, the Cadillac CT5 achieved annual sales of 62,098 units at a full-year growth rate of 37.9%, and in the J.D. Power's 2021 China Automotive Product Attractiveness Index Study (APEAL) ranked first in the compact luxury car segment and third in its class in the New Vehicle Quality Study (IQS). The reason is that Cadillac adheres to the brand tone of "no back drive, no luxury", strengthens the CT5 'handling, sportiness, power' and other labels, so that it has gained more consumer recognition with irreplaceability in the same level, and then stands out from the homogenization competition. In addition, Cadillac also revised the model in the middle of the year to further release the three major driving control high-end configurations including MRC active electromagnetic induction suspension, mLSD mechanical limited slip differential, cadillac customized high-performance Brembo braking system to more models, further enhancing the CT5 user choice.
Coming to the SUV family, Cadillac has emerged a new high-growth model XT6 this year, with cumulative sales of 37,998 units in the whole year, an increase of 43.1% year-on-year, ranking in the top three in the large luxury SUV segment. For the SUV market that has entered a deeper level of competition, consumers are not only limited to the large space of the whole scene, high brand value, these requirements, and even hope that the vehicle has a breakthrough in fuel economy and driving texture, destined, this is a market that requires multi-line closure to achieve a breakthrough. On the one hand, Cadillac has added a 48V light hybrid system to overcome the shortcomings of SUV urban driving with high fuel consumption and high setbacks, on the other hand, it has iteratively upgraded a new generation of Cadillac mobile Internet experience CUE and wireless CarPlay, and some top models have added Baidu intelligent voice interaction system to make up for cutting-edge intelligent configuration.
In the 2021 China Automotive Consumer Satisfaction Assessment (CACSI), XT6 successfully stood out and won the user satisfaction championship of "more than 300,000 medium and large SUVs". In a sense, the success of XT6 is not only in line with the core appeal of today's mainstream families for medium and large SUVs, but also a high degree of user value conversion of cadillac brand.
From the beginning of 2021 to the end of 2021, the terminal transaction price of all Cadillac models rose by nearly 15,000 yuan, from product sales to price, which once again confirmed that Cadillac is on the road of steady growth of sustainable development.
The results of the layout of new energy models have begun to appear, and the underlying technical strength of Cadillac has once again appeared
CT and XT represent the present, and Cadillac LYRIQ heralds the future. According to the data, from January to December last year, the retail sales of new energy vehicles in China reached 2.989 million units, an increase of 169.1% year-on-year. The advent of the era of blowout in the new energy market has directly increased the difficulty index of product competition. In the past era of barbaric growth of new energy, the model of relying on parts and components has not worked, from platformization and intelligence to create a smart electric vehicle, it is possible to seize future opportunities.
Cadillac knows that a good meal is not afraid of late. At this year's Guangzhou Auto Show, Cadillac released the first mass-produced model of the new Aoteneng electric vehicle platform, LYRIQ, and the three technical strengths indicate that Cadillac's layout has achieved certain results in the future. Based on the electrification of the Aoteneng platform, the intelligence represented by the new generation of Super Cruise super auxiliary driving system, and the networking with the VCS intelligent cockpit system as the core, Cadillac has written the confidence and determination to create a new benchmark in the luxury pure electric market by virtue of its industry-leading innovative technology. In the era of smart electric vehicles, Cadillac is still expected to become a mainstream luxury brand, and even change the market competition pattern of luxury brands.
summary:
Inventory 2021, the market environment is full of variables, Cadillac broke through the layers of fog to the sun to the root, is still its never follow the wave of the brand tone, solid anchor user interest points continue to enlarge, so that its products blossom more. Even in the face of the sweep of intelligent electric vehicles, Cadillac is still solid from the bottom, starting from the platform, intelligent technology laying out, LYRIQ's product presentation, is surprising. Looking forward to 2022, the Chinese auto market is expected to continue to maintain growth this year, and we will wait and see if Cadillac can break out again.
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