When it comes to the king of markups, there is nothing more than Lexus, perennial hunger marketing and car increases. However, this time it was defeated by Chinese car companies, and sales plummeted for two consecutive months.
1. Markup King Lexus?
As we all know, Lexus is a very unique luxury car brand in the domestic automobile market. Even the BBA has many discounts on the terminal price, while Lexus not only has no discounts, but almost all of its products generally have the phenomenon of selling cars at a higher price. ES models increased prices by 20,000 to 30,000, LX models increased by 100,000, LM models even increased prices by nearly one million, Lexus can be called a veritable "markup king". It was once fined by the regulatory authorities in 2019 for the price increase, and Xinhua News Agency also pointed out that this "price increase" is a kind of "shop big deception" behavior.
2. Two consecutive months of sales?
Lexus with tight sales as the capital, in the absence of its own brands and the Chinese people's brainless pursuit of the market environment, has achieved good sales results, through hunger marketing and mark-up sales, harvesting wave after wave of leeks. However, out of the mix is always to pay back, Lexus finally suffered a head-to-head drink, two consecutive months of sales plummeted. Data show that in October this year, Lexus plunged sales of 59.0% to 8642 vehicles, and in November fell again by 50.9%, waist cut to 12366 vehicles, two consecutive months of plunge, the largest and deepest decline, fell out of the second-tier luxury brand camp.
Lexus suffered a blow to the head, for four reasons: the chip shortage in the automobile industry industry, so that Toyota "deeply suffered", which caused a certain impact on the production and sales of Lexus; hunger marketing and mark-up sales were questioned, triggering public opinion crusade and netizens complaining, making some consumers daunted; because of safety hazards and other issues and other issues and continuous large-scale recalls, breaking the Lexus craftsman spirit and quality myth; more importantly, domestic luxury brands stride forward, the Chinese people have more choices, Thus no longer brainlessly pursuing these foreign brands.
3. Defeated by a Chinese car this time?
If you carefully analyze the luxury car sales rankings in the past two months, you will find that the sales growth rate of independent luxury car brands is very obvious, which is very different from the successive plunge in sales of Lexus. This means that lexus's lost market share has been taken away by its own luxury car brand. From the November luxury car sales list, we can clearly see that like Lexus, both the BBA and Cadillac are falling sharply. In addition to Tesla, there are only independent brands such as Hongqi, Ideal, and Weilai. Ideal and Weilai have taken the east wind of new energy vehicles, while Hongqi is mainly based on fuel vehicles.
In the past, the second-tier luxury car faucet was taken in turn by Cadillac and Lexus, and other Volvo, Jaguar Land Rover, etc., could only follow behind. Looking at it now, Hongqi has actually sat on the throne of the second-tier luxury car sales crown, and has also opened up the distance with the competitors behind it. November sales show that Hongqi sold as high as 30,662 vehicles, Cadillac 15,504 vehicles, only half of Hongqi, and Lexus's 12,366 vehicles, even more unbearable, only 40% of Hongqi. Hongqi defeated Lexus, and the next step will continue to move the brand upwards, and strive to lead its own brands to break the monopoly pattern of the BBA on the luxury car market.
In just over three years, the Hongqi brand has made great efforts in adversity, risen strongly, achieved great rejuvenation, and gradually entered a better situation and re-bloomed with brilliance. H5 and H5S are an important fulcrum of the rise of the Hongqi brand, H7 and HS7 two high-end models to drive the Hongqi upwards, and the "double ship and double star" H9 and E-HS9, in one fell swoop set a new benchmark for luxury cars in the contemporary Chinese automobile industry, fully interpreted the design concept of "new noble refinement", polished the "Chinese automobile business card" with hard core strength, and won the market affirmation and consumer favor. The future of the red flag can be expected.