Written by Shen
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Introduction: With a budget of about 300,000, you can choose which models, luxury medium-sized sedans - first-line 34C, second-line CT5/XEL/S60; and joint venture medium(large) SUVs - Highlander, Guandao, Encore Flag, etc.; of course, you can also choose a compact SUV from luxury brands - X1/Q3/Lexus UX, etc. The car we want to talk about today is a compact SUV with a guidance price of 25.90-38.70 million yuan - Lexus UX.
In fact, I have always been unable to understand the positioning and pricing of the Lexus UX car. Some people say that this is a shelled Toyota C-HR, and after the shell change, the body of the original small SUV has become a compact SUV, while relying on the luxury brand attributes of Lexus, the pricing has been nearly doubled. So the question is, is the product strength of Lexus UX strong, or the brand strength of Lexus?
According to sales statistics, the sales volume of Lexus UX in the past six months is 6253 units, which is an average of more than 1000 units per month. Compared with the BMW X1 and Audi Q3, which can sell more than 6,000 units in a single month, the sales of Lexus UX are really low, and the gap is far from the hot ES.
This also returns to the previous question to a certain extent, is the product strength of Lexus UX strong, or the brand strength of Lexus? Honestly, Lexus' brand power is the highest in the second tier luxury brands, arguably second only to the BBA. Therefore, this also gives Lexus a certain confidence, it believes that its brand power can support the UX to sell this price, but consumers did not take the initiative. To put it bluntly, the product strength of Lexus UX is still almost interesting.
Let's move on to the product strength of Lexus UX.
In addition to the previous statement, Lexus UX is actually on the same platform as C-HR and has the same wheelbase, which can indicate that Lexus UX and C-HR are more closely related.
At the same time, the size and space valued by more Chinese people are also the shortcomings of Lexus UX. Although the Lexus UX is positioned as a compact SUV, the body size is 4495/1840/1540mm, and the wheelbase is 2640mm, which can only be counted as a relatively large small SUV.
In terms of space, the experiencer of 180cm in height, sitting in the back row of Lexus UX, at this time the leg space remains 1 finger, the head 4 fingers, the head is acceptable, but the leg space, for the average adult, is obviously not too comfortable, and passengers above 180cm, it is more pressing and depressing.
For chinese consumers, the second row of space in the car is a priority point, but Lexus UX does not meet the demand. So when it comes to buying a car, Lexus UX is more likely to be excluded, even if it's a Lexus. In contrast, consumers are more willing to choose models such as BMW X1 or Audi Q3, which take into account both brand and space practicality.
So what kind of people are buying Lexus UX?
One type is basically no requirement for the rear space, generally this car is used by single nobles or small two;
One category is a loyal enthusiast of Lexus, preferring The Lexus UX among the compact SUV class;
There is also a category of rich and wayward people who do not care what car they buy, and often the more commonly they think that things are not worth it, they are more willing to choose, so as to form a contrast.
Ah Chuan commented on the car
So in general, I think that the Lexus UX car is a little insufficient in terms of some product strength, relative to positioning and pricing, and it is not a product that is very in line with the needs of domestic consumers. But on the other hand, I think Lexus UX can come to some forced, just like people who are willing to increase the price of 300,000 to buy Alpha, do you think they really think Alpha's product power is worth the price increase?
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