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not long ago, cadillac posted a poster mocking zeekr's operation and became a hot topic. it wanted to take advantage of the popularity, but found that its own backyard was on fire. data from third-party platforms showed that cadillac sold only 6,500 vehicles in august, a year-on-year decline of more than 50%. its best-selling ct5 only sold 3,320 vehicles, and both xt4 and xt6 models did not exceed 1,000. the pure electric model iq ruige only sold in the double digits. all signs indicate that this brand, which once ranked first in the second-tier luxury market, is facing a huge crisis.

not long ago, the replacement of zeekr 001 and 007 triggered a wave of public opinion crisis, and cadillac took the opportunity to release a poster implying zeekr. in response, zhu ling, vice president of zeekr, responded that "it was once a classic, but it is still a pioneer", "faster than you, smarter than you, younger than you, and more affordable than you". zhu ling's response seemed to touch cadillac's sore spot, and the relevant weibo was subsequently hidden by cadillac.

since entering the chinese market in 2004, cadillac has experienced ups and downs, but its sales have generally been on the rise. in 2017, china became cadillac's largest single market in the world; in 2018, cadillac's sales in china exceeded 200,000 vehicles for the first time; in 2021, cadillac's sales in china reached 233,100 vehicles, setting a brand record. but the good times did not last long. starting in 2022, cadillac's sales in china fell sharply.

in 2022, cadillac's sales in china will be 215,000, falling back to the level of 2019; in 2023, cadillac's sales in china will be 183,000, falling back to the level of 2017. by 2024, cadillac's situation will not only not improve, but will become worse. data shows that cadillac's sales in china in the first half of this year were only 62,000, a year-on-year plunge of 28%. zeekr, which was ridiculed by cadillac, delivered 87,870 new cars in the first half of this year, a year-on-year increase of 106%.

what is more frightening than the decline in sales is that the brand image is becoming increasingly cheap. since the ats-l was sold at a "discounted price" in 2018, cadillac has embarked on a road of no return of trading price for volume, resulting in a large number of consumers holding their money and waiting for price cuts when many new cars were first launched. in 2023, the average transaction price of cadillac fuel vehicles has fallen to 250,000 yuan. in march of this year, cadillac announced that the price of the 2024 xt5 will be reduced by 100,000 yuan across the board.

not long ago, "buy cadillac ct4 for 130,000 yuan" became a hot search, causing many netizens to question whether this price is still a luxury brand? of course, cadillac's drastic price cuts have mainly hurt old car owners. according to the "2023 china automobile retention rate report" released by the china automobile dealers association, cadillac's three-year retention rate is only 55.47%, which is lower than that of geely, changan, haval and other domestic brands.

although cadillac started its electrification transformation as early as 2019, it has only two pure electric models on sale so far, namely iq ruige and iq aoge, with sales of 87 and 292 units respectively in august. cadillac announced in 2019 that it would fully electrify by 2030, and later moved up the timetable for stopping fuel vehicles to 2026. now that the target time is getting closer and closer, cadillac's electric car sales are still not improving.

in fact, it is not just cadillac that is facing a crisis, but the entire saic-gm. according to data previously released by saic group, saic-gm's sales in july were only 15,000 vehicles, a year-on-year plunge of 82.42%; the cumulative sales from january to july were only 240,600 vehicles, a year-on-year decline of 55.14%. the problem is already in front of us, and it depends on how cadillac and saic-gm can break through.