In recent years, the leader of second-tier luxury brands has always been Lexus, and now Lexus' status is not guaranteed. The data shows that from January to November 2021, Lexus's sales in Chinese mainland were 201857, Cadillac was 214562, and FAW Hongqi was 240065, which means that Cadillac and Hongqi have surpassed Lexus. Hongqi represents domestic cars, Cadillac represents joint venture cars, this time surpassing is not a good thing for Lexus, and more serious is still to come.
At present, Lexus is in a situation where there are pacesetters (BBA) in the front, chasers in the back, and observers who are looking at the tiger. Data show that from January to November 2021, Volvo's sales in Chinese mainland were 156186, Lincoln was 82810, these two second-tier luxury brands will also bring a lot of pressure to Lexus in the future, especially Lincoln's performance in recent years, it is simply a dark horse, so the next Lexus challenge is relatively large, and Lexus is seriously biased.
The data shows that Lexus sold 129206 vehicles in Chinese mainland in 2017, 162798 in 2018, 200457 in 2019, and 235392 in 2020, and if December 2021 performs well, sales in 2021 should be similar to the previous year. Although the results are not bad, the growth rate has begun to slow down, sailing against the current, and retreating if it does not advance. In addition, Lexus's main sales rely on three cars, namely NX, RX, ES, to 2021 January-November as an example, Lexus sales in Chinese mainland is 201857, of which Lexus NX is 35414 vehicles, accounting for 17.5%, RX is 45646 vehicles, accounting for 22.61%, ES is 95125 vehicles, accounting for 47.1%, a car supports half of the country, if the sales are regarded as a person's report card, Lexus is seriously biased, This is relatively rare in the automotive industry, what will happen if lexus ES sales are not good?
The data shows that in 2017, Lexus ES sales in Chinese mainland were 58,000 vehicles, 63,598 in 2018, 91,990 in 2019, 114641 in 2020, 95,125 in January-November 2021, an average of 8,647 in a month, and if you add the average, the performance of Lexus ES in 2021 is not as good as last year. Many people will attribute this sales to the lack of chips, in fact, other models of Toyota are not lacking chips? Therefore, because the sales volume caused by the chip is not easy to explain, it should be that many people are not used to it.
Lexus gives the impression of value preservation, low failure rate, and as for power, it is better to say that it is smooth. Others cut prices and discounts, Lexus accompanied the market, LS sold badly to take a price reduction, ES sold well, and then high, not only did not reduce the price, but also to increase the price, but also have to wait for several months, there is a feeling that the emperor's daughter is not worried about getting married, love to buy or not to buy, less you a lot, more you one more than not. This is like marrying a daughter-in-law, saying good bride price money, getting off the car to add money, not giving money not getting off the car, people with a little bit of personality, do not buy can you?
Yes, we have to admit that existence is reasonable, prices are determined by supply and demand, in fact, is it really in short supply? This is like the garlic you were fierce, a kilogram of garlic sold for more than ten yuan, but also said that it is because of supply and demand, in fact, are fried. Merchants are quite hateful, sometimes customers are more hateful, but from the current sales point of view, it seems that Lexus has encountered a bottleneck, if it has been increasing the price, then beyond it is not only Cadillac and Hongqi, the day of the price increase is over!
In the past, Lexus was a second-tier leader, selling at a high price, and now it is surpassed, and the object of transcendence is to sell in a low-profit and high-sell manner, what if Volvo also lowers its posture next year? What if one day Infiniti figured it out too? In the future, there will be more and more luxury brands involved, and then small profits and high sales, which will definitely affect the sales of Lexus at that time, and then discount at that time, what will old fans think? So look farther ahead and think about what was going on with Jaguar back then?