In the automotive media industry for so many years, Brother Understand has some understanding of the market performance of various car brands. Some brands are mixed up, and the global multinational market has a good performance; some brands are decent, even if many new models are launched, the market performance has not stirred up too much waves; and some brands have even disappeared from this earth because of such and such a relationship, which is really regrettable!
But I want to talk about the Lexus brand today, first of all, do you know how many cars it sold in the world last year? The answer is 760012 units, up 6% year-on-year! Among them, its "second home" North American market sold 332,000 units, an increase of 12% year-on-year; the Chinese market was 227,000 units, an increase of 1% year-on-year, reaching an all-time high. This result is really eye-catching!
Looking at the data, it seems that the tastes of the people in China and the United States are not bad, and the Lexus brand is still favored, which is quite an interesting phenomenon. Because in the European market, Lexus sold only 72,000 models last year, which is significantly worse than the data in China and the United States. It can be seen that Lexus's "base camp" is still concentrated in the United States and China.
Let's first talk about the US market, why can Lexus gain a firm foothold in the local area and have been "mixed" with wind and fire until today? Brother understands that there are several reasons, one is that the local labor cost is too high, for the middle class below the group, the money paid for repairing the car is not too friendly for the wallet, so the free after-sales maintenance policy introduced by the Lexus official is quite attractive, plus the Lexus brand model itself is also very "contentious", it is indeed not easy to get into trouble, so the cost of raising a car is a lot of savings.
Secondly, in fact, many grinning Americans do not absolutely value the brand (anti-bar statement: for the upper class like the elite of the super first-tier big cities, to be honest, it is still a brand above the BBA, these people of course also value the brand, there is indeed a chain of contempt), as long as the product force meets their own car needs, then the second- and third-tier luxury brands like Lexus are actually enough to meet the quality of life. Therefore, many local car users below the middle class do not have too strong "brand baggage", and whoever uses it well will use whom. Here you can use two Korean brands as an example - Hyundai and Kia. Yes, these two Korean brands in China have actually been mixed up in recent years, but in the United States, they are selling well, for no other reason: cheap and fuel-efficient, economically easy to use. Local consumers are generally a typical "can catch the rat is a good cat" thinking, which is indeed a relatively more mature concept of consumption.
Of course, Lexus is sought after by some fans in China, because in addition to the low maintenance cost, it is also related to "feelings". In the 1980s and 1990s, many Japanese models were imported into China, including Toyota, Lexus and other family cars, which can be said to have subtly affected many domestic consumers (especially southern users). So that now the domestic Lexus "price increase" wind prevails, but still many people flock to it.
Having said so much, some people may mistakenly think that Brother Understand has been "recharged" by Lexus. So let's talk about some of the shortcomings of Lexus's current domestic product line. First, Lexus, as a luxury brand, its product line is not as strong as that of its European rival BBA. You look at the BBA, from small hatchbacks to large administrative cars and medium and large SUVs, all of which are in the orderly iteration of new and old, which shows that BBA is rich and powerful, and the research and development technology is indeed the first echelon in the world. But on the other hand, Lexus, like the medium and large sedan GS has been discontinued as early as a few years ago, as a luxury brand actually absent from the medium and large car market, this is somewhat unspeakable, currently relying on an ES sedan to support the scene, some is not enough to see. Coupled with SUV like the Lexus RX, it has actually reached the time of replacement, but there is still no overseas spy photos flowing out, and the progress is indeed several beats slower. In contrast, the BBA top three are indeed more cattle!
Any car certainly has its pros and cons, and Lexus is no exception. Although its sales in 2021 are good, but the old European opponents such as the BBA are also eye-catching, let's wait and see the annual sales of Lexus in 2022, when the brother will come back to you for analysis and analysis. Buying a car varies from person to person, there is no best product, only the most suitable product for yourself.