Less than one month since Mary bora assumes her position of GM Automobile CEO, she comesto the largest single market of GM, China. She visits governor of Shanghai city, SAIC senior management, and hold GM (China) employee conference. All the activities are around a center—GM development in China in the future.
Mary bora tells reporter that “in the future, we will not only assess market share of GM in China, but also and more importantly to realize profit growth. The most important of the goal relies on Cadillac. ”
In 2103, GM, which own record 9 years of “the largest sales in China among international companies” has been taken by Volkswagen Group. Besides, GM profit in China is far behind Volkswagen’s. Diggingrelative higher profit luxury brand segment in China, it is no doubt the next opportunism to improve profit of GM in China.
However, with the background the top 3 Germany brands taking absolutely market advantages, and Volvo, Infinite etc. brands has accessories its China made steps, Cadillac, as a new comer in Chinese market, whether or not its development following Mary bora’s wish?
“Chinese automobile market is huge, and takes animportant position in our global strategy. Particularly Cadillac brand, Chinese market is crucial for the brand in the future development. Therefore, we need to improve Cadillac sales in China.”Mary bora says “one of the officialmethods is to develop Cadillac product line.”
Last year, Cadillac initials its renaissance journey in China. March 2013, Cadillac XTS China made launches market, which becomes a milestone of GM walk forwards in Chinese market. Nov 2013, another model of Cadillac ATS has launched Chinese market as the first imported product.
According to Cadillac brand arrangement, it will introduce a new car into China each year. Up to 2015, Cadillac has its “double-10” plan, which means annual sales and production both exceed 100 thousands. (In Chinese, number counted by four digital, which counted with 10 thousand unit).
After marketingactives in 2013, Cadillac brand in China has its advantages. According to statistics, Cadillac has sold 251 thousands globally, which has increased 28.2% over last year. Chinese region exceeds 50 thousand at first time, and has increased as much as 67%.
