On August 30, the 27th Chengdu Auto Show officially opened, and Cadillac’s large advertisements on the exterior of the exhibition hall were just as eye-catching as its showcase.
Taking center stage in Cadillac's advertisement and booth was the all-new generation XT5. Accompanying the debut of the new XT5 was Xue Haitao, who has just assumed the role of Deputy General Manager at SAIC-General Motors this August.
Xue Haitao, Deputy General Manager of SAIC-General Motors
Organizing Marketing Teams Across Departments
Xue Haitao previously served as the Deputy General Manager of SAIC-General Motors Wuling, during which time the company successfully created many popular electric models, including the Hongguang MINIEV and the Wuling Bingo. Consequently, during his first media interview at SAIC-General Motors, the first question on everyone's mind was whether he would bring some of Wuling's marketing strategies to SAIC-General Motors.
Xue Haitao clearly stated that the two businesses have completely different styles, and the tone of their models and brands is entirely distinct, so it’s not appropriate to replicate Wuling's strategies.
His approach since taking office has been to collaborate extensively with the SAIC-General Motors team to discuss how to move forward. Several important tasks need to be addressed sequentially; the first being to clarify the products and technologies and identify the core focus moving forward. “First, we need to assess the current resources and budget to see what can be accomplished.”
The second task is to reorganize a cross-departmental marketing team. “Previously, the boundaries between the various functional departments responsible for marketing at SAIC-General Motors were quite rigid, with each department operating independently. After I joined SAIC-General Motors, I began to assemble cross-departmental teams; each team has a leader. Everyone has sales as the core metric, bringing together regional, public relations, media, offline activities, and strategy teams into a cohesive unit.”
Xue Haitao explained that this leader essentially controls the budget and is responsible for sales. The team’s compensation is also determined by profits, giving them ample freedom and empowering them to motivate individuals' initiative, allowing those who truly contribute to receive appropriate recognition. “Sales is not just the concern of the sales regions; we can’t place all the sales pressure on the regions. Most of the company's resources are still at headquarters, so from this perspective, holding everyone accountable for sales creates a visible common goal for teamwork,” Xue Haitao said, emphasizing that his focus is on organizing and synergizing highly specialized individuals.
According to Xue Haitao, SAIC-General Motors has now established two teams: one for the Buick GL8 and another for the Cadillac XT5. Taking the GL8 team as an example, it comprises about a dozen members from various departments. “This is part of our current initiative to focus on 'breaking through at specific points.'”
The third task involves finding ways to better reach consumers with information. “As social media platforms generate so much new content daily, we need to ensure we develop sufficient content around key points we want to communicate. In this process, we can’t limit our focus to a single platform; we need to consider all social media platforms. Moreover, new media marketing must center around content, building a matrix and system that supports content while having a strong coordinator who understands the product, marketing, and users. It’s also essential to match this person with strong individuals in their respective areas.”
Leading the Way in Localization Among Joint Venture Automakers
Renowned for creating popular models, Xue Haitao is expected to continue producing hits at SAIC-General Motors.
He also mentioned that the next hit following the Buick GL8 is currently in planning, and more details can be shared around September. What can be revealed now is that it will be a new MPV from Buick, but with a style completely different from the GL8, originating from a different concept.
“The GL8 leans towards the business segment, while I believe this new vehicle should focus on family use. Upon reviewing the engineering vehicles at this stage, I would describe it as first-class.”
The Cadillac XT5 is also a product that Xue Haitao is advocating for. “The XT5 is truly impressive; it features an AKG sound system exclusive to Cadillac, and the sound quality is pretty astonishing. From the perspective of driving attributes and chassis quality, I believe the current product experience surpasses that of competing products,” Xue Haitao stated. He expressed great confidence in the fundamental quality and technical foundation of SAIC-General Motors' products compared to domestic brands, asserting that the overall product strength is superior. However, he noted that the company must keep up in the new energy sector.
Currently, SAIC-General Motors is fully advancing in new energy and smart technology. In the new energy arena, they have already launched battery electric and plug-in hybrid models, with extended range vehicles set to be showcased next year. In the intelligent connected technology space, they are continuously upgrading smart cockpits and autonomous driving technologies based on consumer needs. Last year, following board approval, they established the “SAIC General Motors Software and Digital Center,” whose core mission is to localize smart technology development for faster implementation and iteration.
“From a technical standpoint, we don’t lack reserves; the key is how to accelerate the rollout.”
Xue Haitao revealed that within the sales team, there is also a product definition team, which will play a significant role moving forward. Starting in October, the development of digital functions for all SAIC-General Motors models will be 100% handled by local teams. “After accelerating transformation over the past two years, our localization speed is also increasing. In the future, our new vehicle definitions will be entirely centered around the needs of Chinese customers, with product research and development predominantly led by SAIC-General Motors and Pan Asia. This speed and intensity of localization are leading the way among joint venture automakers.”
After clarifying the technical specifications and product foundations, Xue Haitao indicated that he will conduct a period of brand and user research to determine the future direction of the brand, thus guiding SAIC-General Motors' upcoming product development, marketing, and branding renewal.
Xue Haitao believes that a degree of patience is necessary at this time, as the focus is on gradually enhancing products, improving marketing, and steadily implementing necessary reforms. “Even though domestic brands are currently very strong, the industry has seen various players thrive over the years, and I believe the opportunity for joint venture brands to make a comeback will inevitably arise.”
