In the blink of an eye, 2021 has come to the last month, look back at what are the big events in the automotive industry this year? That is naturally "missing core".
This year's shortage of automotive chips has had a huge impact on the entire industry, such as insufficient production capacity and rising car prices, and the sales of many car companies have been greatly affected in such an environment, especially our protagonist today - Lexus.
Through the recently released number of car insurance in November, it can be seen that mainstream luxury brands sold 309333 new cars in China in November, a year-on-year decline of 15.0%, but it rebounded slightly compared with October, which shows that the chip problem has eased slightly. However, in the data, we can see that the sales volume of the Lexus brand in November was 12366 units, down 50.9% year-on-year, directly in half, which can be described as a real tragedy.
From this data point of view, although the same face the problem of lack of core, but BMW's sales fell the smallest year-on-year, only 17.3%, and in addition to the Lexus extreme, the rest of the brand decline is not more than 40%, which can not help but feel strange, obviously the situation is the same, and Lexus in recent years can be described as the day in the sky, once sold to the price increase, how can it fall so badly?
In fact, as early as October, Lexus sales have already plunged, and Lexus sales in October were only 8642 vehicles, falling below 10,000 units, and the year-on-year decline also reached an exaggerated 59%! So what is the reason for the former second-tier luxury leader to fall here, let's look down.
The level of product intelligence is low, and the car machine is criticized
Presumably everyone knows that in recent years, most of the new models on the market are crazy "stacking screens", "more" and "big" is synonymous with the sense of interior technology, although there is a suspicion of following the trend, but it has to be said that the entire domestic automobile market, the intelligent attributes of vehicle products are visible to the naked eye.
Combined with the sales data, we can also see that in the environment of lack of cores, brands such as Weilai and Ideal are still stable and their sales have soared. In addition to "pure electricity", the word "smart" is the most powerful magic weapon for them to rob customers from fuel vehicles. For example, the ideal ONE, the sum of the screen area of 50.9 inches of the huge quad screen, coupled with the latest car-machine system that supports OTA upgrades, not only in the interior of the modern technology atmosphere is very in place, the human-computer interconnection is also excellent.
On the other hand, Lexus, the pitifully small 8-inch central control screen on the ES model, is difficult to use the criticized car machine system, comparable to the "Symbian" of the automotive industry, in this era of smart cars, this alone is enough to make Lexus lose a large number of audiences.
Product positioning is too "aging"
In recent years, the new forces of car manufacturing have set off a huge wave in the entire industry, and there are countless consumers who pay for it, which reflects a reality that consumers' acceptance of new things is increasing, and the consumer population of automobiles is also getting younger. According to the statistics of the "2015-2016 China Luxury Car Brand Characteristics Research White Paper", the average age of Lexus car owners is the largest among many luxury brand cars, which means that Lexus products are relatively "aging".
It is precisely because of the good reputation and achievements of Lexus in the middle-aged consumer group in the early days that it has not been able to keep pace with the times in recent years, and the exterior interior, the engine system and the power are somewhat "outdated" and cannot be accepted by the younger generation. Lexus actively ignores today's main consumer force - the younger generation, and sales are naturally difficult to maintain.
In addition to these two major reasons, there are many reasons for Lexus's failure, such as the lack of achievements in electrification, low production capacity, and the speculation of some products. Today's automobile market is like a boat against the current, if you do not advance, you will retreat, and Lexus only relies on the popularity and reputation accumulated in previous years to stand still, can not keep pace with the times, how do you let consumers use real money to support you?
However, from another point of view, as the younger generation of consumers have a more rational concept of shopping, the traditional luxury car companies like Lexus have finally suffered, which is still gratifying.