The face of the car prophet, Cadillac global president John de Nachen for the first time read the Cadillac two markets behind the United States and China's development strategy behind the different thinking; also reviewed the success of the past three years in charge of Cadillac success stories; systematically describes the future including Chinese market in all aspects of the planning of Cadillac.
November 5, the new generation of Cadillac XTS held a listing conference in Beijing, as a heavyweight layout of China, GM Global Executive Vice President, Cadillac Global President John De Nchen also came to China as a new platform.
Johan de Nysschen, perhaps the most frequent international automaker in China ever since becoming Global President for Cadillac in July 2014, was visited only four times in 2014 alone. In his opinion, paper pawn far less than field trips to understand China, a globally attractive car market, after all, Cadillac nearly half the fate here.
The sales performance in China also gave John De Nchen a gift in the past October, Cadillac monthly sales of 18,817, set a new single-month sales record in China, January to October this year, Cadillac The cumulative sales in China exceeded 140,000 units, representing a year-on-year increase of 60.9%. For the consecutive 19 months, it achieved double-digit positive growth in China and its market share also increased to 6.4%.
The next day, John DeNichen in Beijing to accept a small range of car prophet interviews, in face-to-face contact with him, the car prophet found him to be a highly personalized business executives and most Multinational car company leaders showed rigorous, professional differences, John De · Nachen very frank, frank and even no lack of sense of humor ... In the face of sensitive topics thrown by the media, he regardless of what he said, even if encountered sensitive topics He would also jokingly say: 'Forgive me for not answering too much, because my competitors will be very happy to hear it.'
For one hour, he first read the different thinking behind the development strategy of the United States and China in the two major markets of Cadillac. He also reviewed success stories of Cadillac in the past three years and systematically described all aspects of Cadillac in the future including the Chinese market planning.
3 years in charge of Cadillac
Born in South Africa, a well-developed African country, John de Nietzsche, who did not start a career as a banker with a background in economics, spent more than 30 years working experience filling senior international auto companies: Audi, Infiniti Today's Cadillac, John De Nchen career experience forged his 'big deal, small start' style.
Saying that he is "focusing on something" because he was amazing every time he assumed a new position, and afterwards proved that his initiatives have always been able to restructure the future development of enterprises.
When John Cadillac came to Cadillac as global president in July 2014, the first thing John De Nachen did was to suggest that GM relocate Cadillac headquarters from New York to New York and that it will finally make its debut in 2016, creating the first American car brand Headquartered in New York City, the history of large relocations has also become an important sign of Cadillac's quest for self-change. "In Detroit, work is divided by function rather than brand, meaning that Cadillac and Chevrolet's marketing plans and product designs are in place Chevrolet is great, of course, but the two brands are two different things. "John DeNichen once explained his thoughts.
This is not the first time John De Nachen's move to 'generously move headquarters' has taken place in its role as Infiniti's global president, just as Palmer, Nissan's then senior vice president, backed De Nachen's decision, General Motors CEO Dan Oman and CEO Mary Bora also endorsed the tremendous pressure within the group to approve the plan.
When it comes to 'getting things done,' I have to mention the fact that 'workmanship' always focuses on the 'details'. It is reported that all design developments on the Cadillac project report directly to John De Nachen: the touch of the door, the sound of the engine , Details such as the keys and the gap in the panel were finally confirmed by him, and at the same time he changed the naming system for the Cadillac models in a 'letter + number' fashion with all car models beginning with 'CT' and SUV and Cross-border car to 'XT' at the beginning of the letter after the figure represents the model positioning, a regular naming for consumers to distinguish and remember new models.
'Running a luxury brand must be done with the right details because our ultimate goal is to make Cadillac the top luxury car in the world,' 'explained John De Nchenchen to the car prophet.
However, such a radical reform in the promotion of the beginning is not always smooth, just announced its plan to Cadillac brand headquarters moved to Manhattan in New York, some retired employees have emailed a protest called "stupid idea." And a long-term S strategic plan to see the time required for the grinding, so John De Nchen in 2015 to a Wall Street Investors report had pointed out frankly that 'the past five years is the most difficult experience of my life Five years, including the first year in Cadillac.
Despite the resistance, John De Nachen has taken a tough stance on the issue of reform, and as a result Cadillac, a long-established brand, has been able to thrive with the help of a strong leader and fully supported parent company.
Four years later, John DeNichen is expected to produce the second best result in Cadillac history in 2017. If nothing else, global sales of Cadillac in 2017 are expected to exceed 350,000 units, while in the most important China And the United States market, Cadillac also made more than expected results.Currently Cadillac in the United States market price of bicycle terminal is about 55,000 US dollars, second only to Mercedes-Benz in the luxury brand, under the premise of not yet perfect product line has made the luxury car brand High premium status.
In China, as of October 2017, Cadillac has secured the fourth largest sales volume in China luxury car market in advance and is expected to become Cadillac's No.1 global market this year. In addition, Cadillac will be in Korea, Japan, including the Middle East, Have made rapid development.
Chinese and American markets two kinds of play
Data show that China and the United States have become Cadillac's two largest global markets, accounting for nearly 88% of its total sales share.How to tap the potential of the two major markets, Cadillac long-term planning to achieve a key.
According to the plan proposed by John De Nachen, the future Cadillac will be toward the world's top luxury car leader, so the quality and brand to exceed the temporary sales demand.However, the comparison found that this strategy is not synchronized in the world , Especially in the Chinese market, it seems from the outside world, Cadillac in China seems to focus more on sales.
Early in his tenure in office in 2014, John De Nachen once said in China that the future entry-level sedans and SUVs are the focus of Cadillac's development in the Chinese market. Combing found that the Cadillac ATS-L in China achieved cost-effective market segments in China Second-tier luxury brands in sales, luxury brands have not yet achieved premium brand premium.
Concerned with the outside world, John De Nachen did not evade: 'China and the United States market in different realities, Cadillac must also be consistent with the laws of the market.'
In his view, the US market slowed down, but Cadillac's local brand awareness and sales channels are very mature, with little difference in sales growth, Cadillac has the basis of competition with other brands in this idea, Cadillac in 2016 the average bicycle terminal price in the United States even more than Mercedes-Benz and other car prices, the revival of the brand is Cadillac in the United States strategic center of gravity.
Unlike the U.S. market, John De Nachen knows where Cadillac is in the luxury car market in China: 'We obviously are not leaders, but followers, both in pricing and in other ways. To succeed is something that must be considered. "He understands that Cadillac's immediate priority in the Chinese market is to expand its market share, which is an important strategic opportunity that Cadillac must seize.
Compared to Cadillac in the United States for more than 100 years of accumulated brand history, its real time to enter the Chinese market, but only 10 years, in 2013, Cadillac in China when the launch of a new generation of its market share of only 2%, in John Cadillac has achieved a very good market base for the brand's rise within a few years, led by De Niechen's entry-level model + SUV.
According to data released by the statistical agency survey, Cadillac has made rapid progress in China in recent years. In 2012, Cadillac accounted for 2.4% of the luxury car market in China, ranking eighth in the top ten list. In 2014, Cadillac advanced Market share also increased to 3.9%; two years later in 2016, Cadillac came to fourth place, at the same time market share increased to 5.4%, from 2025 to enter the 'luxury car first camp' goal further .
Cadillac what to do?
In order to fully respond to the challenge of joining the 'luxury car brand first camp' next, Cadillac has carefully planned its brand philosophy, product planning and channel construction.
His dedication to independence, John de Niechen, is still driving Cadillac's financial-independent accounting and, although still in effect with General Motors, reports to the car prophets that Cadillac's internal income statement shows Cadillac's very profitable business.
With financially sound performance, John De Nachen hopes to accelerate the expansion of Cadillac's product line, pointing out that at the core of the future Cadillac is the introduction of products that balance the various segments, with 10 currently in development, including worldwide Models and replacement products, is expected to be able to cover all segments of the luxury car market by 2020, of which Cadillac will be launched by the end of 2018 a MPV product.
Cadillac escala MPV concept models
In the Chinese market, in order to speed up the market size and develop from follower to leader, Cadillac will speed up the development of sales channels in addition to brand and rejuvenation.At present, Cadillac has 180 dealerships in China and Cadillac Expected to double the number of dealers, is expected in five years the number of dealers in China expanded to 300, to 34 cities to promote.
In addition, John said the new energy sources, Cadillac will use common new energy technologies to quickly promote the birth of new energy products.It is understood that GM proposed future development of production of 20 zero-emission products, Cadillac include a few Models
'To do a lot, but the same goal', the end of the interview, John De Nchen special articulation way to all of you admitted that 'Cadillac's goal is to become the world's luxury car brand and size of the leader, from this perspective Think about the problem, we are still on the way. '