In 2012, sales data of Cadillac in only 30 thousand luxury cars seemed to be inconspicuous compared to 320 thousand of BMW and 200 thousand of Benz. But along with the brand new model XTS in February this year; Cadillac began to launch its 5-year luxury car strategy in China. According to relevant data, Cadillac has sold totally 32238 cars with year-on-year growth of over 50%, exceeding the sales data of last whole year. This growth even surpasses BWM, Audi & Benz. For Cadillac, which hadn¡¯t brought in any new model for last 7 years in China, XTS has obviously contributed most to its sales. Relevant staff in SGM said XTS¡¯s sales volume is 2000 per month and the other brand SRX has the data of 19 thousand with year-on-year growth of 46%. Mr. Zhong, an auto expert, said ¡°Cadillac is still a niche brand although GM headquarter has tried to make its brand young and sporty. The performance in the future is still uncertain.¡± He also said, Cadillac needs to work more on Chinese market features. Bob Ferguson, vice president of Cadillac knows the importance of localization for brand development. He also said Cadillac would launch 10 models in future 10 years including compact luxury car ATS and other updating models.
The 100-year-old Cadillac from 1902 is trying to get rid of ¡°old-fashion & depressing¡± in customers. At the end of September this year, SGM had announced the brand new compact model ATS would be launched in 4th quarter, competing BMW3 & Audi A4. Mark Reussz, the principal of GM auto in North American, said ¡°it¡¯s the first time for us to manufacture a model smaller & lighter than others.¡± He also said, Cadillac will take ATS to Guangzhou auto show and GM will bring it as imported cars. The localization is still uncertain. Joel Ewanick, the global CMO of GM, said ¡°ATS is basic & key point for us to build Cadillac brand. The sales data of Cadillac is 149782, among which there is 30000 in China and GM plans to double this number in 3 years. In future 5 years, Cadillac will try to sell 100 thousand cars to Chinese customers in 2015 and occupy 10% share of luxury cars in 2020. In fact, Cadillac, this high above brand once, is much weaker than ever. The sales volume of BMW is ten times of Cadillac. So the trouble is obvious for GM motor. A administrative officer said ¡°We need to put more effort into sales & brand building if we wants to change Cadillac to be what GM motor wants it to be.¡±