Benefiting from the expansion of consumer groups, the increase in purchases and exchanges and consumption upgrades, the domestic high-end automobile market is actively improving, and gradually develops into the "profit cow" of most luxury brands.
It is true that looking at domestic luxury brands, no one like Cadillac has staged a realistic version of the story of "Farmer and Snake".
Cadillac is synonymous with obsolescence and boredom in the minds of American consumers, and is gradually being marginalized, but it relies on the Chinese market to make a lot of money, and it is no exaggeration to say that it is completely dependent on Chinese consumers to hold their breath.
However, in this way, Cadillac is increasingly ignoring Chinese consumers, flaunting luxury brands but not providing corresponding product quality and services, while low-end marketing frequently refreshes the lower limit of luxury brands, betraying the trust of consumers.
Product quality problems occur frequently, it is difficult for car owners to protect their rights, and luxury is only reflected in the price?
Some car owners broke the news to the new car that in normal driving, the headlights on the right side of the Cadillac XT5 suddenly spontaneously combusted, and the fire developed rapidly, fortunately, people were not injured, and some property and documents were lost. The owner said there were no modifications after the vehicle was purchased.
After third-party identification, the ignition point is located in the right headlight part, which can eliminate the oil road fault, gas circuit fault, external fire source and the possibility of collision causing the vehicle to catch fire, and it can be determined that the electrical fault of the headlight part causes the vehicle to catch fire.
In order to further understand the problems encountered by car owners, the car jun conducted a search related to "Cadillac XT5 spontaneous combustion" on Baidu, hoping to have corresponding reference value for similar problems. It turns out that many car owners have reported the spontaneous combustion of the Cadillac XT5.
Take a recent case, the owner of the car, Mr. Chen's Cadillac XT5, spontaneous combustion occurred at the right headlights without driving, causing the vehicle to spontaneously combust and cause the engine compartment to burn out.
The cause of the fire can be determined to exclude the possibility of lightning strikes causing fires; the possibility of fires caused by external sources can be ruled out; the possibility of accidentally causing fires with domestic fires can be ruled out; and the electrical line failure at the headlights on the right side of the vehicle cannot be ruled out.
In different locations, the Cadillac XT5 spontaneously combusted, and the results of the key identification were so consistent that it was not a coincidence that it could be explained!
Of course, Cadillac's product quality problems are far more than that. Mr. Wu, the owner of the car, reported that his Cadillac XT6 reversing image frequently had a black screen, and it also caused safety accidents. In response to the problem of reversing images, Mr. Wu found the 4S shop to repair nine times, replaced the accessories twice, and upgraded the system seven times, but the problem was never solved. The manufacturer said that this problem is not in their hands, but the 4S store said that they need to wait for the reply of the manufacturer's technical center, and now they can't repair the car.
Judging from the complaints of the vehicle quality network, the gearbox is abnormal, the setback, the central control display flashback, the vehicle spontaneous combustion, the 4S shop attitude is not friendly and other issues are the hardest hit areas of complaints. Many car owners say that the quality of Cadillac is not worthy of its price, and there are frequent problems after buying a car, is it only reflected in the price?
The price can not be exchanged for the amount, the main model response is flat, no money can not afford to buy rich people can not see?
The quality of the product is not enough, but the Cadillac brand side does not pay any attention to it, trying to attract new users by pushing new products and fighting price wars.
Cadillac has established a "3 3" product matrix, the XT4, XT5 and XT6 models have achieved coverage of the compact, medium to medium to large SUV market, while the CT4, CT5 and CT6 sedans are also the most important tracks occupying the two luxury brands of B class and C class.
However, the ct5 that can play the most of the six models is only a monthly sales of five or six thousand, which is far behind the BMW 3 Series, Audi A4L, Mercedes-Benz C-Class and Lexus ES. Even so, many media have praised Cadillac sales very high, but the specific model sales are silent.
The CT4, which Cadillac built heavily, thought it would become the top of the 200,000-level rear-drive sports car market, but did not expect to become the object of everyone's standard Fit rear space, which can only sell one or two thousand vehicles per month, drowning in the vast sea of cars.
Although it is constantly changing and replacing, the product matrix has been fixed and will not change much, so sales will only continue to be weak, and Cadillac is making a fuss about the price.
Considering the positioning of its own luxury brand, it must be BBA in line with the official guidance price, and the price of the second-tier luxury brand must be guaranteed, and the transaction price depends on the actual situation of the terminal in the later stage.
Previously, when the Cadillac CT4 was first released, many media said that if the price reduction was large, it would definitely become a hit when it reached 200,000-180,000. As a result, the price of CT4 terminals in some areas has fallen below 180,000 units, but sales are still not going up. Previously, it was reported that CT4 was regarded by manufacturers as a review indicator for 4S stores, and each store had to sell 5 units per month, and the result was still very low sales.
When it comes to which luxury brand is the least value-preserving, Cadillac is definitely at the top of the list, precisely because it has embarked on a vicious circle of "price for volume".
In fact, if Cadillac pricing is in line with the actual situation, it will not only make consumers feel pragmatic, improve the retention rate and brand loyalty, but also drive sales to enhance brand influence, but now it is precisely the money that cannot be bought, and the rich people can't see it.
Frequent low-end marketing, abandoning the style of luxury brands, and becoming the object of complaints of the majority of consumers?
Luxury brands bring not only excellent product quality, intimate service, but also those brand communication with style and heart, contributing textbook-like marketing cases to the industry.
On the other hand, Cadillac not only did not have a praiseworthy marketing event at the marketing level, but went to another pole and lowered the brand image.
One of the more impressive is the urban traffic analysis report, different from the car scene of luxury brands such as Mercedes-Benz and BMW, the most frequent places for Cadillac to go are bath centers and massage parlors, so there is a "Cadillac bath king" stem. Maybe this incident is not the work of Cadillac, but many car owners have inexplicably been put on this hat, and even affected family harmony, even consumers who are ready to start will re-measure it.
When the 2017 Cadillac CT6 was listed, it had launched the "BMW 5 Series 1 yuan for CT6" marketing means, but under the premise of domestic consumers recognizing the german three for the first time, the popularity and pricing of more than 600,000 yuan cadillac CT6 are really uncompetitive in front of BBA high-end models, and this marketing has also triggered strong complaints from consumers.
The questioned marketing and "not the back drive, not the luxury" video advertisement, how can it be considered a successful brainwashing advertisement? Catchy, magical loops, plus surprises, and of course the logic needs to be accurate.
It is true that Cadillac's copywriting is like pulling hard and pulling on it, neither undertaking nor rhyming, and it reads all contrary to harmony, and it cannot do brainwashing effect at all. What's more, the majority of consumers know that the rear drive is not the only measure of whether a vehicle is luxurious.
Write at the end:
It is undeniable that as a Cadillac flaunting American luxury, in the case of BBA topping and the rise of the new red flag, it is indeed not easy to break through the 200,000 mark, but the water can carry the boat can also overturn the boat, product quality, service attitude and marketing and other issues really need to be taken seriously, after all, the loss of the Chinese market, perhaps even survival is a problem. Here I would like to give Cadillac a suggestion, take every product seriously, be responsible for every consumer, and build a car worthy of the identity of a luxury brand.