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Cadillac brand sold 227997 vehicles in China in 2018, an increase of 31.8% over the same period last year. Cadillac not only won the top spot in second-tier luxury brand sales, but also became the fourth domestic luxury brand with annual sales exceeding 200000 after Mercedes-Benz, BMW and Audi.

According to the latest data, Cadillac sales totaled 20587 in May, up 18.9% from a year earlier, and 21.2% month-on-month. From January to May, Cadillac sales reached 93382, down 5% from a year earlier, but according to its sales situation, annual sales are still expected to exceed 200000.

Such achievements are of course inseparable from the efforts of the ATSL model. In 2019, the overall downward trend of the car market continues, the growth rate of the luxury car market also inevitably slows down, and the policy switching of the fifth and sixth countries. Cadillac is trying its best to clear its inventory and offer a variety of preferential policies, with a 40% discount, a 100000 discount, and even Civic prices to mention the news of ATSL.

The price of Cadillac ATS-L plummeted. Among them, the moments of the salespeople show that the guide price of the low-equipped model is 273800, and now the license plate price of the new car bag is only 150000, which is on sale! For such a price, it is really Civic price. Of course, through the price-for-price Cadillac, the inventory is almost cleared.

The "price for volume" Cadillac has little problem with continuing to exceed 200000 vehicles this year, but the brand's reputation and value have been greatly damaged in return. At present, the Cadillac terminal adopts a price reduction strategy, and a number of national five emission inventory models are sold at a 40% discount, which undoubtedly hurts Cadillac owners and leads to damage to the value of the brand.

And reversing the trend is not only because of the price reduction of ATSL, it is undeniable that the increase in sales of Cadillac in May has something to do with the higher-than-normal discounts of ATS-L, XTS and other models in order to clean up the inventory of the five countries. Cadillac XT5 and XT sold 5227 and 4876 cars respectively in April, accounting for 1/2 of the total sales. The monthly sales of the XT4, which went on sale last year, were about 4000. After the update of the new CT6, the overall product will please climb to a higher floor, although not as strong as BBA, but sales are also relatively stable.

And from the performance of the two brand-new models XT5 and XT4 on the market, the new product launch effect is very excellent. Both cars quickly became the main sales force after the launch, and the terminal prices of both cars were stable for a long time after they were launched.

Cadillac has also laid out various market layouts, from B-Class to D-Class, and the ATS-L and XTS will be discontinued in the future. The future successors of these two products, CT4 and CT5, have already released high-level power versions, while the regular version will be released in the near future. However, it will take quite a long time for CT4 and CT5 to be formally introduced into domestic mass production. Only the CT6 is currently on sale as a new family model.

Now there is a saying that there is a 70% discount and a 20% discount in China. Although it is known as a second-tier luxury brand, the value preservation rate is not as high as that of terminal brands such as Honda, Toyota and Volkswagen, and what kind of response Cadillac will have when new cars are introduced into China in the future. it depends on what kind of strategy Cadillac uses.

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