In the domestic automotive circle, there has always been such a sentence: Toyota research markup.
As a high-end car brand under Toyota, Lexus is even more so.
Regarding the Lexus markup, the most concerned is lexus LM.
This Lexus model, which starts at 1.166 million yuan, has the highest price increase of more than 800,000 yuan.
Don't be surprised, dare to add so much money, indicating that this car is still bought.
In fact, it is.
What is the concept of raising the price by 800,000?
According to the calculation of 1.166 million yuan, the markup of 800,000 yuan is basically equivalent to 70% of the price of the car.
However, the entry-level model of the Lexus LM, priced at 1.16 million yuan, is not so high, and it is said that it is around 600,000 yuan.
It is no wonder that Toyota Alpha, which is 1 grade lower than the Lexus LM, has long been sold at a premium in the domestic market.
From this point of view, the crazy markup of Lexus LM seems to be logical.
Of course, Lexus's price-plus models are far more than the LM car, and almost all of its models need to be increased to buy a car.
It's just that relatively speaking, the price increase of other models is not as high as that of LM.
For example, Lexus ES, although this is only a medium and large sedan, but in terms of brand influence and product strength, compared with the same level of German models Mercedes-Benz E-Class, BMW 5 Series and Audi A6L, it is obvious that there is a very large gap.
However, it is such a model that does not seem to be competitive, but the market price is the strongest. For a long time, Lexus ES not only did not have any discounts, but also needed to increase the price by 10,000 to 30,000 yuan to mention the car.
In contrast, Mercedes-Benz E-Class, BMW 5 Series and Audi A6L models, in all aspects of the advantage, but the intensity of the discount is greater than the Lexus ES.
Not only that, but the retention rate of lexus models in the used car market is also surprisingly high.
At first, I couldn't understand why everyone was willing to line up for a low-configuration, weak-powered Lexus.
Later, I finally understood that it was Lexus who would play marketing, and the more the price increase, the more people bought it.
Because many people feel that buying Lexus preserves value.
However, they never considered that the reason why Lexus retained its value was based on the price increase.
As a result, in the past few years, Lexus, which has been increasing its price, has been selling better and better.
In the just past 2021, Lexus sales have suddenly declined.
According to the data, Lexus sold 219,000 vehicles in 2021, down 6.9% year-on-year.
Its old rival, Cadillac, sold 232,000 units in 2021, up 2.5 percent year-on-year.
Seeing this sales data, I believe everyone has a question in their hearts, why is Lexus suddenly out of smell?
To put it simply, Chekuai comments that the main reason is that domestic consumers are more rational in terms of automobile consumption. Not like before, to engage in blind brand worship.
Think about it, you Lexus want nothing, only a price increase, I might as well spend less money to buy a more favorable Cadillac.
Besides, the Cadillac bought at the same price is no worse than Lexus in any way.
There is also a reason, that is, the new car manufacturers represented by Tesla have robbed a part of the Lexus market.
I don't know my point of view, do you agree?
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