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Although in the current environment of shrinking new car sales and performance in the global market, advertising marketing, as a large expenditure, has been used as one of the ways for car companies to further enhance the strength of the brand and achieve higher sales. A few days ago, Cadillac, as an American luxury brand, successfully took advantage of a hot spot in the US presidential campaign.

According to Cadillac's official poster, a number of copywriters related to the US presidential campaign. For example, "10 months of debate, speech, canvassing, reversal, just to take this position," and "fighting only for a Cadillac," and so on, it is not difficult to see that brand officials are in order to highlight Cadillac, as a major native car brand in the United States, not only has a long history, but also has been chosen by the President of the United States.

This also allows the official copywriter to give consumers a choice of Cadillac is to choose the same treatment as the President of the United States, brand awareness is no less than the multinational luxury brand BBA. It is such a "sharp" marketing copy, have been praised by netizens.

Since 1918, Cadillac has been regarded as one of the large luxury cars and special models customized by many American presidents, diplomats, ambassadors and foreign dignitaries, and the tradition of brand glory has always been the iconic symbol of Cadillac, and continues to this day.

In spite of this, Cadillac, as a second-tier luxury brand in China, has always been inferior to the BBA brand, not only because its brand awareness has been inferior to BBA, but also because of its continuous discounts in China.

It is understood that Cadillac, as a century-old brand, has only entered the Chinese market for 17 years, while BBA has accumulated in China for more than 30 years, which makes the brand premium, awareness and influence far higher than Cadillac.

At the same time, the quality of Cadillac has also been questioned. The sudden setback of gearbox and high fuel consumption have left a mark in the hearts of Chinese people. Although Cadillac is a presidential car, there is still a gap between Cadillac and BBA in terms of quality control.

In addition, without the brand premium and product power of BBA, Cadillac can only make a profit through a sharp drop in terminal discounts to boost sales, but the declining price is getting closer to the joint venture brand, which makes Cadillac feel less superior as a luxury brand. This leads to the reduction of terminal offers, but the loss of more luxury brands should have attributes.

With regard to the development of Cadillac, Wang Yongqing, general manager of SAIC General Motors, has also said that as consumers begin to return to rationality, brand concentration and loyalty are getting higher and higher, and customers' requirements for enterprises are getting higher and higher. in such a competitive environment, only a "price war" has become outdated. He further said, "I hope Cadillac will achieve double-digit growth in 2020, which is what I ask of Cadillac Minister."

But according to Cadillac sales, the brand did not end its decline until October in an environment where the luxury market rebounded earlier. The cumulative sales from January to October were 178176, which was basically the same as the same period last year. It was only in September and October that it successfully overtook the Lexus brand and regained the first monthly sales of second-tier luxury. After all, the gradual pressure of Lexus puts a lot of pressure on Cadillac. In October, Lexus sold 23600 vehicles in China, a year-on-year increase of 44.4%. From January to October, Lexus's cumulative sales reached 182000 vehicles, which earlier achieved full-year sales growth. It is still ahead of Cadillac and temporarily ranks first in the second-tier luxury list.

It is not difficult to see that after many years of operation in China, the brand tonality of Cadillac and Lexus has indeed opened a large gap, which has also formed the trend and pattern of today's second-tier luxury market. Cadillac, which lost its position as a second-tier luxury champion, will also face greater pressure from market competition. And advertising marketing has undoubtedly become one of the ways for Cadillac to continue to re-seek brand positioning.

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