Consumption upgrade is a significant feature of China's auto market in recent years. Whether it is the first-tier BBA, or the second-tier Lexus, Cadillac, etc., the sales performance of a considerable number of brands is remarkable.
However, Cadillac's flagship sedan, the CT6, fared the worst.Especially since the beginning of this year, sales have been declining continuously, and this trend of declining against the trend is very unusual.
According to the data of the Passenger Federation, from January to August this year, the cumulative retail sales of Cadillac CT6 were 7,660 units, and the average monthly retail sales were less than 1,000 units, down 40.9% year-on-year. This performance is indeed inconsistent with the overall sales trend of luxury brands.match.
Compared with the Volvo S90 and the Chinese luxury brand Hongqi H9, both in the second-tier luxury camp, the former sold 19,746 units, while the latter sold 16,399 units. The Cadillac CT6 is powerless.
The emergence of such a dilemma has a clear relationship with the market strategy of the Cadillac brand itself.
In China, Cadillac has always adopted a "price-for-volume" sales strategy.In order to gain market share, Cadillac's models have always had high terminal discounts, such as Cadillac CT6's terminal discounts at around 100,000, and occasionally even up to 130,000.
Although this move has won a certain amount of market sales, in the long run, it has caused irreversible damage to the Cadillac brand's premium ability.Consumers will think that Cadillac's cars cannot be bought without a price reduction, forming a vicious circle.
Under such a market strategy, the preservation rate of Cadillac models is also "deteriorating."Just imagine that the new car has been discounted by 100,000+, how good the retention rate can be.According to data released by the Automobile Dealers Association, Cadillac's brand value retention rate has fallen far behind Lincoln, Land Rover and other brands.However, if users don't care about the retention rate, the Cadillac CT6 can still satisfy the vanity of some consumers for luxury cars.
Furthermore, as a mid-to-large sedan, the Cadillac CT6 has a wheelbase of 3109mm.Not only does it have obvious advantages compared to the Audi A6L, but also the power level is not inferior to competitors, coupled with the unique American luxury, it is reasonable to say that the sales volume should not be bad.
But entering the car, we found that the interior space utilization of this car is low.For example, the rear middle seat is raised too high and the armrest box space is too small. The practicality is completely incomparable with the Audi A6L, so there is a reason why it is not preferred by consumers.
Write at the end:
Although the Cadillac CT6 is not weak and has a high cost performance, its competitors at the same level are strong enough.Therefore, whether it is brand, word of mouth, or model preservation rate, Cadillac CT6 has obvious shortcomings.Under the influence of these combined factors, it is reasonable for its sales to decline.