Cadillac proves to attract younger people in China, unlike its typical American market, which is not necessarily an old man's ride, is mostly comprised of older buyers.
This is a pleasant news following a subpar review of Escalade, the brand's ever-popular full-size luxury SUV, according to the 2016 Consumer Reports car review.
Statistically speaking, it has been reported that the average Chinese buyer is aged 34, considerably younger than their American counterparts with an average age of 59.5. The out-of-the-ordinary rise among the "young and hip" Cadillac buyers in China can be attributed to the brand's cutting-edge design and technology while keeping the prices reasonable, a noteworthy result of localized manufacturing as evidenced by avoidance of the 25 percent import tax, among other things.
"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," Cadillac President Johan de Nysschen told Reuters.
According to the General Motors' statement, the new manufacturing facility in Shanghai which opened in late January will serve the double purpose of promoting the Cadillac luxury brand in China as well as invigorating GM's overall industry ranking worldwide.
GM Executive Vice President and President of GM China Matt Tsien said that the new manufacturing plant is a major milestone, with China being Cadillac's second-largest market.
"Local production will enable us to satisfy growing demand for luxury vehicles through the introduction of more Cadillac models built in and for China," says Tsien.
De Nysschen also said that China will play a major role in furthering the global image of Cadillac, such as through discontinuing long wheel-base cars which are produced specifically for China, and instead making one global "right-sized" design.
The $1.2 billion plant boasts a body shop, paint shop, and general assembly shop. This plant serves as a "green" benchmark for global vehicle production, which features the country's first facility without a concrete chimney and paint shops which are 300 percent cleaner than conventional ones, with considerably decreased volatile organic compound emissions and reduced power consumption.
