Cadillac, waved the sickle?

In the background of the new era when the automotive industry invasion of new energy and the continuous weakness of automobile sales, the competition between products has entered an unprecedented and fierce competition state.

In the past two years, we have not only seen that the car brand turning has staged an accident in marketing propaganda.

For example, the copy and paste of Audi advertising copy, and some new energy vehicle companies say that there are no opponents in Tesla, five million in three years, and the Euler boss "eating soft rice" what is controversial ...

It is also seen that some car brands have regarded the chicken ribs as a selling point when the product itself does not have differentiated.

For example, one -click overtaking, barrier -free peeping and so on: "One -click overtaking as a selling point!" Changan Oshan, you are not building a car, but making "killing and gangs"! " Gaohe, scary smart car! "

From value orientation to plagiarism, from selling chicken ribs as selling points, to false propaganda and porcelain compete, the car brand turning accident can be described as a variety of.

Recently, Cadillac has also flipped up and was co -branded by hundreds of quasi -owners.

The reason for this rollover is to happen to the old -fashioned car company Cadillac, which is outrageous and difficult to understand.

Diesels who pay attention to car products should know that Lyriq Rui Ge, this is a large -scale large -scale SUV of Cadillac, a new platform architecture, and is Cadillac's vanguard in the era of electrification.

It is the product that picks up Cadillac in the new energy competition.

This product has been unveiled in the form of a concept car in 2020 to the delivery stage of the delivery, and has been warm up for nearly two years. From the large -scale publicity, we can also see that this car is highly hoped by Cadillac.

At the beginning, in the promotion, the product was promoted to the main selling points of the flowing flap LED taillights and black crystal light grilles.

Such a design has made countless consumers who like Cadillac's brand feel a word, which is "new", everything is new, new names, new design, and even new platforms.

The coolness of this car has always been advertised as, as well as the coolness of consumers, except for intelligence and sense of technology. In the propaganda, the main streamer flying wing taillights and black crystal light grille lamps are important elements.

But out ofachly, after the actual delivery, the quasi -owners found that these main selling points that have been promoted for so long have been castrated ...

The owner believes that the places for false propaganda are mainly the light -light flying wing LED taillights and black gold light grilles that were previously promoted. These two types of lighting effects were only turned on in a static state, and they could not be used during driving.

It is worth noting that, in response to the differences between publicity and actual delivery, Dading car owners said that the manufacturer did not inform in advance.

In addition, it is even more outrageous that the person who broke the news also said that after the quasi -owners questioned the content of questioning and rights protection on social platforms, the official did not actively solve the problem at the beginning.

Instead, I can hardly delete the relevant publicity content released by various channels before, and lock the orders of Dingding users one month in advance on the official app.

This operation further angered the owners, so the owner began to protect his rights collectively.

It also shows that it will safeguard your rights through legal channels. At the same time, the media also exposed some car owner's law firm to Shang Auto General Motors Co., Ltd. and SAIC -GM Motor Sales Co., Ltd. to send a lawyer's letter.

According to the attorney of the lawyer's letter, since April 2021, Cadillac has passed the functional effects such as Cadillac's official website and major social platforms, high -frequency promotion of luminous flying wing taillights and black gold light grille.

"In more than a year of publicity and promotion, Cadillac did not adopt a clear prompt to clearly notify consumers to sign a sales contract and pay a deposit when the commissioner's functional lack of functional functions and changes ..."

According to the exposure content and related screenshots, there are currently more than 200 car owners who have participated in rights protection.

Subsequently, Cadillac responded to the incident: "In the early Lyriq Ruize promotional material, we used the elements of the North American version of the flowing -wing taillights, which caused some users to misunderstand, and we apologized for this."

According to Cadillac, the domestic version of Rui Ge needs to meet Chinese national standards. Among them, GB 4785-2019 "Automobile and Trail External Lighting and Light Signal Device" requires that for single lights, the two adjacent/cut parts of the two are not more than 75mm.

"For Lyriq Ruize, the lower half of the flowing flying wing LED taillights is currently used in position lights. If the upper part is also lit as a single light, because the distance between the two lights exceeds 75mm, it is often in the journey. Liang does not meet national standards. "

However, at present, according to media reports, this response can no longer be found.

In other words, these declarations may not be an official official statement. Some users said that this matter has not been widespread. Perhaps, Cadillac tries to reduce negative impacts through a small -scale extinguishing way.

This can be seen from the previous promotional content and videos of deleting, but the Internet is memorable, and deletions must not be deleted. Active communication is the correct approach.

It is worth noting that although the matter is reasonable to meet the national standards, although this matter is reasonable, it does not have enough persuasion.

In social media, some users said that when the mass production version was released in April last year, it was predicted that the car could not enter China or change the tail light after entering China. He also said that: Lyriq's tail light has obviously violated the domestic lamps from the beginning and did not see the Red State standard regulations before 15 degrees, but unfortunately Cadillac did not show that the lamp could not be turned on at the beginning, but only after sale. Remedies, and many consumers are only buying this taillight. It seems that there is already a motivation for false propaganda.

Therefore, as an old car company, the national standard of the regulations, they should be more clear than anyone else, so why not combine the actual situation when designing and propagating materials at the beginning?

I am afraid that Cadillac will need a persuasive response, otherwise it will not get rid of the suspicion of cutting leek.

At the same time, in the context of the fierce competition in the automotive market, the two sets of lights of the flowing flap lamps and black crystal light grille lamps in LyriQ propaganda are indeed a good selling point.

This is undoubtedly an important element for its product reflection of design differentiation, and it is also an important factor that attracts consumer attention. However, when many people pay attention to this car because of these two sets of lights, many people have decided. The gadget can't land ...

Is Cadillac? What do you have to pay? Otherwise, everyone follows the imitation. What other trusts have this market for consumers? From the perspective of market development, this operation will become a hurdle of the entire automotive industry D.

The day before yesterday, Cadillac posted a letter to Rui Ge Da Dai Dai, and put forward a series of solutions.

According to the public letter, if the owner continues to confirm the ordering of Rui song, you can get a pair of AKG brand headphones; the owner can also choose to terminate the order, apply for cancellation of the order and refund the 5,000 yuan deposit.

However, according to the owner, the two groups of lamps could not be hit. Now they have solved a two thousand headphones. Cadillac is obviously not sincere.

From the beginning of the motion of false propaganda, to the question, delete the content to delete the video, and then to use 2,000 yuan or recreate the subscription of the accident, Cadillac is obviously a little arrogant.

On the whole, the whole incident is actually a choice.

These two sets of lamps in this car are indeed the same as publicity, but it cannot be available in China. This point Cadillac said that he did n’t know at the beginning. I do n’t know if you believe it or not. I believe it is not important anyway.

However, the contradiction is that these two sets of lights are indeed a big selling point of this product. If it is not highlighted in the publicity, it will have a lot of eye -catching points, then it will obviously increase the difficulty of publicity.

There is a problem of choosing a choice of such contradictions. Obviously, today's situation seems to be the result of in -depth analysis.

After all, such differences may be just aesthetic difference. Aesthetic products are a key part of consumer decision -making in commercial products. With this ring prying open consumers' eyes, it can better let consumers understand things other than aesthetics. So this link itself is the category of marketing, which is commercial.

Fortunately, the aesthetic things are not fatal. After the consumers are complaining, everything is very accommodated, and the smoke disappears. This is human nature ...

It is worth noting that this operation has also been staged in the Cadillac CTS.

Some consumers said that at that time, when the CTS came out, the design of the front light group completely circled me. It was really speechless after introducing it to the country. After turning on/high beam, another section is destroyed on both sides.

However, last time, there was no big storm. The national standard of the law of regulations seemed to block everything, let the subsequent routines copy, and can be cooked lightly.

However, for such a routine, Xiao Chai still hopes how much they can pay for ...

Chai Dogsky 夫 ️ ️

Author ｜ Xiao Chaiwu

Edit ｜ Tan Song

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