Tesla owners in China are being aggressively pursued by Cadillac for test drives, as the luxury car manufacturer attempts to make inroads into the electric vehicle market.
Cadillac has been soliciting Tesla owners in the country to sign up for test drives of its electric vehicles, leveraging the growing number of Chinese drivers who have embraced the American brand. In some cases, the company has been offering incentives, such as free hotel stays, in exchange for participating in the test drives.
The poaching of Tesla owners is an indication of the competition that Cadillac is facing in its quest to become a major player in the world’s largest electric vehicle market. As of 2019, Tesla had a dominant market share of more than 70% in the country, and the American automaker has become a symbol of status among Chinese consumers.
Cadillac is hoping to gain ground in the market by launching its first electric vehicle in China this year. Dubbed the Lyriq, the vehicle is expected to be a high-end luxury SUV with a range of up to 300 miles and a starting price of around $75,000.
The company is also targeting Tesla owners with its aggressive marketing campaign, hoping to entice them to switch to Cadillac. The strategy appears to be paying off, as some Tesla owners have already signed up for test drives of the Lyriq.
Cadillac’s poaching of Tesla owners in China is a sign that the competition in the electric vehicle market is only getting more intense. It remains to be seen if Cadillac can make a significant dent in Tesla’s dominance, but the company is clearly determined to make its mark in the country.