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.