Looking at the current domestic mid-to-large car market, it is almost dominated by the three major German brands: , Mercedes-Benz, Z2z, BMW, and Audi. Like the E-class, 5 series, and A6L, this market segment has been divided up seven or eight eight, and the rest is that the Lexus ES can take a share in this market with differentiated competition and the identity of imported cars.
, but like other luxury brands, there is basically no competitiveness in this level of models. Not only the sales are far different, but the reputation and value retention rate are also difficult to satisfy consumers. Therefore, it is easy to understand that these brands are classified as second-tier luxury brands.
But we can find an interesting phenomenon. Although the sales of these second-tier luxury brands are average, there are many people who cheer for them, like the Cadillac CT6 we are going to talk about today. In various car circle and car forums, the discussions on Cadillac CT6 are almost all praise points. What American luxury and cost-effectiveness are the hottest discussions. At the same time, there are many big Vs also coming out to praise this model.
But judging from the actual sales, the Cadillac CT6 looks depressed. Judging from the announced sales for the first 11 months of this year, the total sales of Cadillac CT6 are only 19,086, which only accounts for the least of the top three of the BMW BBA. Less than one-sixth of the 5 series, it can be seen that it is a good and unpopular model. So many riders say: Half of the people who tout Cadillac choose it, and it won't sell like this.
So why does Cadillac CT6 seem to be very cost-effective, but why is it not selling well?
In fact, this starts with the positioning of the vehicle. As we all know, the positioning of the Cadillac brand models is basically the main sport, whether it is the adjustment of appearance or power, it has a good experience in the same level of models. However, looking at the current domestic automobile market, the brands or models that really focus on sports have almost no good fruit.
is like the dynamic Civic . The sedan version is also advertised as a family car. The hatchback is advertised as a sporty car, and sales directly hit the street. And like the GS of Mazda, Buick Regal , which has always been the main sport, sales are very sluggish. Even the Volkswagen, who is calling for wind and rain in China, has a pitiful little sales of its sports models, not to mention other second-tier luxury brands. And like the BMW , which has always been the main sport, they have started their self-examination. The latest 5 series and 3 series are the most designed and luxurious models in the past.
Therefore, the positioning of sports models is actually a point where Cadillac CT6 fails.
Secondly, each model has a higher discount, which also causes the Cadillac brand to be continuously lost. Those who know car prices frequently may know that Cadillac is a well-known diving king, and its products generally have a relatively large discount. No matter what level of model, it can’t escape this law. Even the latest models like CT5 and CT4 can't escape this fate, and a relatively large margin has already appeared.
The Cadillac CT6 has fallen to the 300,000 range, and the lowest car is even priced at 270, 80,000. For the mid-to-large sedans whose competitors start at around 350,000, the price/performance ratio is not high. But such a price system has undoubtedly harmed the brand, making Cadillac's brand value even lower than the German BBA.
and domestic consumers buy luxury cars at this price, what they want is a feeling, especially the brand for the carThe promotion of the master's identity is even more of their fancy. Therefore, it can be seen that even if Mercedes-Benz is equipped with a 1.5T engine, the low power of BMW, , Audi and is less than 200 horsepower, but their sales are still high. So how to enhance brand value in the future is what Cadillac needs to work hard on.
To sum up, although the Cadillac CT6 has a good price/performance ratio, not only the riders say it is good, but the big Vs also have a lot of praise. However, the actual sales are not good, indicating that Cadillac has a lot of problems in CT6 positioning and brand operation. How to change this kind of applauded and unpopular performance is a problem for Cadillac to consider in the future.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-