文｜Dedee
In the past two years, on the corner of the Guangyang gas block in Beijing, you can often see a group of new middle-class warriors riding small cloths in the ice American style.
Yes, they are very different from the traditional middle class that comes standard with the "Three Treasures of the Middle Class", and their most phenomenal standard bag is the FREITAG made of truck wagons.
It is reported that it takes about two months to make an average FREITAG from a truck wagon to a backpack. All the electricity used in the machines comes from solar energy, and the water used to clean the wagons is natural rainwater from Zurich's underground cisterns.
The whole production process was even stamped on the official website of the Swiss Federal Foreign Office as "Circular use with style".
Don't keep up with the trend, have your own style
Having said so much, the essence of this group of phenomenal new middle-class fighters is not only the love for this "green Hermes" with an average price of 2,000, the high recognition of the sustainable environmentalism behind it, but also the high recognition of a new consumption concept and a pragmatic and exquisite new lifestyle.
And this new concept is implemented in the means of transportation, which is destined to be inseparable from an electric car that no one has, which is suitable for oneself, belongs to oneself, and pleases oneself.
In the past two years, this choice may have been difficult for middle-class fighters. Many people would rather use small cloth to travel, and they have turned soldiers into strong men.
No way, the new energy car rim is similar to the "middle-class three treasures" Ralph Lauren, lululemon and Archaeopteryx Internet celebrity products can be seen everywhere, practical, avant-garde and exquisite FREITAG - large car rims are unheard of.
However, in the past two days at the Beijing Auto Show, the choice barrier of middle-class fighters will completely disappear, because the Cadillac IQ is coming.
Really, the middle-class fighters are actually tired of the ubiquitous lululemon and the "thin and beautiful assembly line design" of Archaeopteryx, and urgently need a highly original designer electric car that will never hit the face.
IQ is undoubtedly a perfect fit for the small heart of the new middle-class warrior who "does not keep up with the trend and has its own style", especially in the exterior design.
The avant-garde ATR & SCIENCE aesthetic concept gives IQ a unique flowing aesthetic. Combined with the classic Mondrian design elements, the body presents angular lines like diamond cuts.
It's like the three-dimensional cut-out sweatshirt that young middle-class warriors love – not just minimalist or curious, but full of fascinating little details.
The 1.14-meter ultra-wide black crystal light grille and streamer star shower in-line LED headlights, with criss-crossing and well-arranged diamond patterns, and breathing lights that can display the charging status, IQ Aoge's "unique" aesthetic primacy shows a sense of superiority like the new middle-class warriors, but the pursuit of relaxation, simplicity and orderliness have a kind of similarity.
After seeing too much of the streets swept by the same pure electric face, after all, you need a highly original electric car that does not hit your face to pay it back.
The exterior does not hit the face, and the interior is more attentive.
The ATR & SCIENCE aesthetic also extends to the interior of the car, with a streamlined skyline integrated instrument panel that extends into the distance, subtly combining strong visual tension and a relaxed spatial experience, providing an unstretched view comparable to that of a yacht's cockpit.
The size is just right, and the 33-inch surround screen Mini-LED Super Retina screen that fits the best curvature of the human eye can make people see the entire screen at a glance, and perfectly slap the face with the cookie-cutter Internet celebrity aesthetics of "more is beautiful, bigger is good".
However, the most exciting thing for middle-class fighters is the AKG studio-grade hi-fi sound system. The biggest advantage of this long-established Austrian manufacturer of vocal equipment is the pursuit of high fidelity.
Turn on the stereo and play a large piece of classical music, and IQ will immediately transform into a concert hall, bringing out the beauty of rhythm.
There are many driver-oriented design concepts in the industry, but there are very few SUVs like IQ that achieve a pragmatic, comfortable, and luxurious trinity and just the right amount.
After all, it's the abundance of luxury stackers that can be found everywhere that can perfectly balance the sophistication of the look with the real core to make the discerning new middle-class warriors buy it completely.
A new American-style pure electric option
There is strength to make a difference
How can the new middle-class fighters be mavericks?
Two words: "strength" and "differentiation".
It's no wonder that many new middle-class people have a good impression of another "American duo" SUV, the Model Y. As a pioneer in the pure electric market, the Model Y does have considerable strength in electronic control, handling and intelligent driving.
Now, Cadillac IQ has also gently grasped these two keywords. After all, in today's industry where flowers are becoming more and more charming, there is no real ability, who dares to sneer at the trend like this, and have their own faction.
Moreover, the strength of IQ is not only more balanced, but also the kind that no one has and has no fear.
IQ's battery system, for example, is designed for the new middle class, in other words, it's as durable and easy to use as FREITAG's trucks.
Compared with the "superficial" traffic marketing or "semi-finished" experience, Cadillac's multiple verifications before the birth of each car can always make people feel more confident, and IQ Aoge also follows Cadillac's American hard-core safety quality as always, and works battery and body safety, and the durability test alone can circle the earth 180 times, 7.2 million kilometers.
There is also a comprehensive tic-tac-toe structure to protect the safety of the battery, after all, the new middle-class friends do not care about the pile of fierce materials, but more about the pile of good materials.
In short, only with strength can we play with differences, and only then can we dare to mingle with the current new middle-class fighters, so that the latter can be both pragmatic and refined.
Valuable is more valuable
Thorough desensitization to pain points
As Cadillac's most "original soup and original food" designer pure electric mid-size SUV, IQ is extremely aware of how volatile the current car market is and how good the current middle-class warriors are.
Gone are the days of "buy if you like it without looking at the price". Otherwise, around 2000, how could FREITAG made of truck wagons suddenly become their "Hermes"!
Moreover, the resale price of many second-hand FREITAG in the secondary market such as Xianyu has directly doubled! The value retention rate and appreciation rate have made countless financial products ashamed.
It's no wonder that more and more of the middle class are throwing away luxury big-name bags and "three treasures" to the arms of FREITAG. People want to have a decent life and want to be "Crazy Thursday".
The era of both and all is coming.
The price and value retention rate of the all-new IQ Ago are also "not willing to be left behind" - as long as more than 200,000 yuan, you can buy a Cadillac mid-size electric SUV.
Moreover, there is also an official 3-year hedging repurchase with a maximum of 20% off.
What do you mean?
Take Autohome's three-year pure electric value retention rate ranking as an example: the top three are Porsche Taycan with 64.26%, Tesla Model 3 with 59.76%, and Tesla Model Y with 58.12%. The three-year value retention rate of most pure electric vehicles is basically around 5% off.
Cadillac went against the current, directly turning low value preservation, a core pain point of tram users, into a cool point - one step in place, with a three-year 20% discount repurchase policy to achieve high value preservation, comparable to the rim FREITAG, becoming the most value-preserving electric vehicle at present.
Coupled with the generous policy of lifetime warranty of the whole vehicle and battery, the middle-class soldiers, who were already exhausted, were completely desensitized to the various consumption traps and maintenance anxieties that exist all year round in trams.
Roughly converted, the average daily cost of a car for IQ owners is less than 50 for a full day, which is cheaper than a light lunch of wagas, which is Thursday every day.
As the saying goes, value is more valuable. IQ allows middle-class fighters to no longer have to worry about the "endless" price reduction tide, and will no longer turn into middle-class warriors at every turn, and truly stay away from the risk of "being leeks".
What kind of products do the new middle-class fighters like the most?
Do not follow the trend or deliberately highlight the superiority, the appearance and the inside are balanced, the value retention rate is capricious, and the market positioning is practical and clear.
FREITAG did it, and so did the Cadillac IQ Augo.
In the past, they were just alternatives to the traditional middle class, but now they are the go-to for the new middle class warriors – the perfect fulcrum to find the perfect balance between their distinctive design style and pragmatism.
Especially IQ Aoge. Because it's not just an electric car, it's a Cadillac! It's enough for the emerging middle-class fighters to continue to enjoy a decent life while calmly "Crazy Thursday".