As Cadillac’s first compact CUV introduced in China, this model played a key role in expanding the brand’s presence among a younger, urban demographic.​

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This program represented the brand’s first entry into a new segment.

As the project was a completely new category for Cadillac brand,   

 I was responsible for setting up a brand identity, in-depth analysis of the customer’s trend forecast in the new segment and finding their needs.

 

The target is intended for China only, I did lots of research to know young rich Chinese customers. I thought young Chinese were conservative due to the Confucianism culture and communist background but it wasn’t. 

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From a design perspective, the GT4 needed to reconcile two core values: Cadillac’s signature American luxury DNA and the evolving preferences of a younger Chinese audience seeking a more dynamic, expressive CUV.

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I led regional trend and user research, studying local lifestyle trends, aesthetic preferences, and market-specific CMF benchmarks.