Lexus is absolutely unique in the global automotive market, with the spirit of "ingenuity" to create a superb "work of art". In the hearts of domestic consumers, Lexus is not only a luxury brand, but also a "value preservation artifact". To mention Lexus's best-selling models, the NX car series is definitely a presence that cannot be ignored, and in the early years, it won the favor of domestic consumers with its fashionable avant-garde design, flexible sports experience, and more affordable price. After 7 years, Lexus NX has finally ushered in a replacement, although it does not look much different from the appearance, but its "inside" is all renewed, and it has its own unique advantages over the same class. So for the new Lexus NX, can it once again impact the market and help brand sales? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
The new generation of Lexus NX was officially launched on November 19, and a total of 10 models were launched this time, with a price range of 318,880-54.88 million yuan. The new Lexus NX is based on Toyota's latest TNGA platform, and the new car is all replaced from the appearance, interior, configuration, platform and powertrain, and the term "replacement" can be described as a veritable name.
Although the exterior of the new Lexus NX adopts a new design language, it is undoubtedly much darker than the changes in the interior. The interior of the new car is designed with the "Tazuna rein concept", which first appeared in the LF-30 electric concept car, and the asymmetric center console also allows the driver to focus more on driving. In addition, the new car center control is equipped with a 14-inch touch screen, built-in Lexus Link Pro system, not only the UI design is renewed, the configuration also supports wireless CarPlay and Android Auto connection, at the same time, the car machine system also supports OTA online upgrades, continuing to give consumers a fresh experience.
In addition, the power system is the top priority of the replacement of Lexus NX, the new car provides 2.5L fuel version, 2.5L hybrid version and 2.5L plug-in hybrid version of the three powertrains, giving consumers a richer choice of power, and looking at the same level of models, can be equipped with such a rich powertrain model can be described as very few.
Second, product competitiveness analysis
In the domestic luxury mid-size SUV market, the BBA three have been in a three-legged state, and for the Lexus NX, in fact, it is more inclined to be a second-tier luxury first-tier player, and its competitive models also point directly to volvo XC60 and Infiniti QX50.
From the price point of view, the Lexus NX price range is wider, the starting price is the lowest of the three models, and the top model price is also the highest of the three models. In addition, it should be pointed out that the terminal price of Volvo and Infiniti models often has a lot of preferential margins, while the price of Lexus models is very firm, and there is basically no preferential situation. In terms of the number of models, The Lexus NX is consistent with the Infiniti QX50, offering 8 models, which are more abundant, while the Volvo XC60 offers 6 models to choose from. In addition, the Lexus NX and Volvo XC60 are both available in plug-in hybrid models with a wider range of power options, while the Infiniti QX50 is only available in fuel versions.
In terms of exterior design, the three models use the latest design language of the family, of which the Lexus NX has not changed much in the overall shape compared to the previous generation, and the details have been improved more obviously, and two front face designs are also provided. Volvo XC60 has a Nordic look, the overall shape is very stable, and the "Quake" headlights are highly recognizable. The overall shape of infiniti QX50 is very designed, and the line design of all details of the body is very soft and fashionable.
Specific to the vehicle configuration level, we selected three models with similar price points for comparison, of which the Volvo XC60 and Infiniti QX50 are top-of-the-top models, and the Lexus NX is the secondary top-end model. From the configuration point of view, the overall performance of the new Lexus NX is more perfect, and the Volvo XC60 is basically the same as the Infiniti QX50. Among them, in addition to the exclusive co-pilot cushion airbag, Lexus NX also enjoys a number of configuration functions such as OTA online upgrade, steering assist lights, multi-layer soundproof glass and rear side privacy glass, etc., and the comfort and practicality are guaranteed, which is more in line with the positioning of luxury brands. However, it is a slight pity that only Lexus NX is not equipped with independent air conditioning in the rear, which is not very friendly to rear passengers.
In addition, the powertrain of the three models is different, with the Lexus NX using a 2.5-liter oil-electric hybrid system, the Volvo XC60 using a 2.0T+48V light hybrid system, and the Infiniti QX50 equipped with a 2.0T turbocharged engine. Overall, the Infiniti QX50 has a stronger power performance, while the new Lexus NX will have a better performance in fuel economy.
Third, product quality & service trend analysis
As the main product of the Lexus family, will Lexus NX have the potential for quality problems? In this regard, we will start from the failure problem of Lexus NX models in the past year, and compare the fault problems to preliminarily predict the development trend of new car quality problems in the future. Since the new Lexus NX is a replacement, we will analyze the complaints of the Lexus NX series in the past year.
By screening the complaint data of Lexus NX models in the past year, it can be found that the fault problem is mainly concentrated in the "fault light", but the overall number of complaints is low. Through further analysis, it is learned that the complaints of "fault light on" are mainly concentrated in the 2015 and 2016 models, and the new models launched in the follow-up have no such complaints, which shows that the manufacturer has optimized for this type of fault problem. However, due to the new Lexus replaced with a new power system, whether there will be other new failure problems is unknown, and it will not be conclusive until it is listed for a period of time.
With the continuous development of China's automobile market, the level of brand pre-sales/after-sales service, the quality of the purchase experience has gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
Since the new Lexus NX is a replacement, we will analyze the service problem complaints of the Lexus brand NX models for one year. By screening the complaint data of Lexus NX models, it can be found that the complaint volume of "attitude is arbitrary" and "fixing new problems" is relatively high, but the complaint volume is not high, and the overall service performance is worth affirming.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the complaint response rate of the Lexus brand in the past year was 87.1%, ranking lower in the middle of the luxury brands in the same period, which shows that the manufacturers have not paid more attention to the complaints and demands raised by the owners.
Fourth, after-sales service policy and network distribution
In terms of policy, Lexus provides free warranty maintenance and enjoys worry-free care.
Warranty service: Lexus especially for Chinese consumers to provide 4 years or 100,000 km free warranty service, smart hybrid models and plug-in hybrid models enjoy 6 years or 150,000 km of vehicle free warranty service, plug-in hybrid models also enjoy 8 years or 200,000 km of three electric systems (power battery, drive motor, motor controller) free warranty service, so that peace of mind for a long time.
Maintenance services: In order to reduce the use of Chinese users after purchasing a car, the launch of 4 years or 100,000 kilometers of free maintenance services, smart hybrid models and plug-in hybrid models enjoy 6 years or 150,000 kilometers of free vehicle maintenance services, including all the regular inspection /replacement items specified in the maintenance plan of the "User Manual", including three filters, some working fluids, spark plugs and other items, as well as the replacement of brake liners, brake discs, wiper blades and other vulnerable parts that reach the wear limit.
Smart Hybrid Model Battery 10 Years/ 250,000 Km Worry-Free Commitment: For the first owners of the Smart Hybrid model NX350h and NX350h F SPORT, Lexus specifically provides a worry-free commitment for power batteries for 10 years or 250,000 kilometers.
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the car quality network, Lexus currently has a total of 230 dealer stores in China, covering 30 provinces, autonomous regions and municipalities directly under the central government, of which the number of dealers in Guangdong and Jiangsu is relatively large. Overall, the number of Dealers in Lexus performs well among imported brands.
summary
In the face of the increasingly fierce competition in the luxury mid-size SUV market, the replacement of Lexus NX is imminent. From the product point of view, the new Lexus not only has a breakthrough in the design level, intelligent configuration and digital configuration have also kept up with the pace of the times, at the same time, the rich powertrain gives consumers more choices. However, compared with the same level of models, its body size is still a hard injury, but the spirit of "ingenuity" makes it a unique existence at the same level, more luxurious, more high-end is its characteristics, coupled with the unique identity of "imported cars", its high retention rate also attracts the majority of consumers. Therefore, from a comprehensive point of view, the lexus NX product strength has undoubtedly been further improved after the replacement, and the new car will continue to become the pillar of Lexus brand sales in the future.