Cadillac vehicle sales are growing in China, but they’re a far cry from optimal. The latest reports suggest that it’s because the sharp, angular design language simply isn’t connecting with the taste of Chinese consumers.
According to Reuters, the Chinese desire for a smoother, curvier car design language comes from ‘Zhongyong,’ a Confucian design concept that focusing on harmony that translates to unified lines and curves, rather than straight edges.
GM also researched why Chinese buyers would choose a comparable Audi or BMW over a Cadillac, and concluded the same results, citing that consumers felt the style of vehicles like the current CTS and SRX are too “futuristic” and “bold”. And while we love the stealth-fighter looks of the CTS-V here in America, a global approach on future Cadillac design language appears to be happening.
Less aggressive are the looks of the new XTS and ATS, which do have more curvature in their shape. Cadillac hopes that these toned-down looks will appeal to customers on a global scale, the same way that designs from Audi and BMW manage to do as well.
Comments
Good one, Manny!
I for one love the way Cadillac’s motif looks….and to be honest I wish they would make cars as angular as the first CTS……just because the Chinese don’t like the look does mean we should change our merits of designs…..it is bold, distinctive, neck breaking….like they said it is futuristic, it makes you want to look at….it may sound prejudice, but this is an American design and that is the way it should stay……nobody is telling Infiniti that there M and G need to stiffen up their bulbous curves…… China has buick……lett them do whatever they want with the design….Cadillac stay cadillac
Cadillac, don’t pull a Mustang.
That’s funny. They really screwed up that Mustang back-end in 2010, it’s starting to look like a Celica.
They could soften A&S, but I really wouldn’t want to see it go.
Also, were the Chinese consumers in the study moved by the badge or the shape? I also very much doubt the majority of Chinese take much Confucian quotes litterly and let them dictate their day to day lives.
Meanwhile the king of flashy sharp lines, Lamborghini, has produced China only special editions of the Gallardo and Murcie.
I think what is more the problem is the high import tariffs placed on Cadillac making them significantly more expensive than Bimmers. Production of the XTS started in China with one of GM’s partners (another big problem with the Chinese market is the need for a in-country partner). Cadillac will also be building the ATS and CTS in China’s borders to drive price down sans import bullshit.
A CTS is $70k in China, ~$20k of that being Gov’ment tariff
And this from the only nation that loved the Lumina APV van! Boy, that’s some gall. I’m not an angular style guy (and not Chinese either). I like the ATS the way it is. The only angular exception I liked was my white 79 Eldorado- no vinyl top! Yeah.