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Buick is GM's star in China, but Cadillac isn't far behind. Last year, Cadillac sales rose 17 percent to almost 80,000 vehicles. Consulting company LMC Automotive says the brand is poised to move ahead of Lexus in the country. Where can Cadillac attribute this rise in sales in China? Young buyers. The luxury brand says the average age for a buyer is 34 years old - slightly more than half of the average age of a Cadillac buyer in the U.S. "In China, young buyers already dominate the luxury market. Since Cadillac is a relative newcomer ... it was far easier to begin to cultivate the desired positioning for the brand from the get-go," said Cadillac President Johan de Nysschen to Reuters. Not surprisingly, Cadillac wants to take advantage of this. de Nysschen has set a goal of selling 100,000 Cadillacs in China this year. To pull this off, GM opened its first dedicated factory in China for Cadillacs. This move allows buyers to not pay a 25 percent import tax. Cadillac will also stop designing separate long wheelbase cars for China. Instead, the luxury brand will do a one global "right size" design. "You will see a softening of some of the hard edges, and more three-dimension styling on the side of the car," de Nysschen said, but cars will still be "instantly recognizable as Cadillac." Source: Reuters View full article -
Cadillac To Make Changes In China to Appeal to Younger Buyers
William Maley posted an article in Cadillac
Buick is GM's star in China, but Cadillac isn't far behind. Last year, Cadillac sales rose 17 percent to almost 80,000 vehicles. Consulting company LMC Automotive says the brand is poised to move ahead of Lexus in the country. Where can Cadillac attribute this rise in sales in China? Young buyers. The luxury brand says the average age for a buyer is 34 years old - slightly more than half of the average age of a Cadillac buyer in the U.S. "In China, young buyers already dominate the luxury market. Since Cadillac is a relative newcomer ... it was far easier to begin to cultivate the desired positioning for the brand from the get-go," said Cadillac President Johan de Nysschen to Reuters. Not surprisingly, Cadillac wants to take advantage of this. de Nysschen has set a goal of selling 100,000 Cadillacs in China this year. To pull this off, GM opened its first dedicated factory in China for Cadillacs. This move allows buyers to not pay a 25 percent import tax. Cadillac will also stop designing separate long wheelbase cars for China. Instead, the luxury brand will do a one global "right size" design. "You will see a softening of some of the hard edges, and more three-dimension styling on the side of the car," de Nysschen said, but cars will still be "instantly recognizable as Cadillac." Source: Reuters -
By William Maley Staff Writer - CheersandGears.com March 25, 2013 For a time, young buyers that wanted a vehicle ventured towards the Japanese brand since they offered the features and content they were looking for. Now the tide is changing with younger buyers going towards American and Korean brands. Bloomberg gathered data from Edmunds and R.L. Polk which showed American automakers increased their share of retail registrations by 1.9% with 18 to 24 year olds and 1.5% with 25 to 34 year olds since 2008. Korean automakers saw the largest jump in retail registrations with a 6.8% increase in 18 to 24 year olds and 5.1% increase in 25 to 34 year olds. Japanese automakers have been taking brunt of the loss with a drop of 9.8% in 18 to 24 year old group and a 7.7% drop in the 25 to 34 year old group. Japanese automakers still dominate the 35 and under crowd with 43% percent of sales going to them. So what are the American and Korean automaker doing to claw some of these sales? Building vehicles that appeal to young buyers. "U.S. automakers have burst onto the scene in recent years with small, fuel-efficient and affordable cars that really appeal to a young set of buyers," said Jessica Caldwell, an analyst with Edmunds. Source: Bloomberg William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. -
By William Maley Staff Writer - CheersandGears.com March 25, 2013 For a time, young buyers that wanted a vehicle ventured towards the Japanese brand since they offered the features and content they were looking for. Now the tide is changing with younger buyers going towards American and Korean brands. Bloomberg gathered data from Edmunds and R.L. Polk which showed American automakers increased their share of retail registrations by 1.9% with 18 to 24 year olds and 1.5% with 25 to 34 year olds since 2008. Korean automakers saw the largest jump in retail registrations with a 6.8% increase in 18 to 24 year olds and 5.1% increase in 25 to 34 year olds. Japanese automakers have been taking brunt of the loss with a drop of 9.8% in 18 to 24 year old group and a 7.7% drop in the 25 to 34 year old group. Japanese automakers still dominate the 35 and under crowd with 43% percent of sales going to them. So what are the American and Korean automaker doing to claw some of these sales? Building vehicles that appeal to young buyers. "U.S. automakers have burst onto the scene in recent years with small, fuel-efficient and affordable cars that really appeal to a young set of buyers," said Jessica Caldwell, an analyst with Edmunds. Source: Bloomberg William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article
