Lexus is definitely a special presence in luxury car brands, and when other brands, whether it is BBA or Cadillac, Lincoln are constantly reducing costs through localization and improving product competitiveness, Lexus insists on domestic production. At a time when the first-line luxury brand BBA has slashed prices to survive, many models of Lexus need to raise prices to mention cars. This phenomenon makes many people very confused? Why is Thundercar's faith so strong? Did the Chinese deify Lexus?
First of all, for the sake of anti-bar, we must explain that not all Lexus models are priced, like many models that are not easy to sell also have discounts, but the hot models ES, LX, LM are priced, LX and LM even often increase the price of 500,000 or even 800,000. ES also generally increases the price by 20,000-30,000. Last year, Lexus was fined 87.6131 million yuan for violating the Antitrust Law for the price increase. But many dealers are still going their own way, still blatantly increasing prices.
The so-called mark-up is actually not directly added to cash, but lets you add decoration, extend the warranty, and also require the owner to sign a voluntary installation agreement, but the installed product is not worth the price at all, so it is still equivalent to a disguised price increase. If you don't increase the price? Sales will tell you, then you wait slowly, short as 3 months, long as half a year, and even some 4S stores simply said, do not increase the price and do not sell.
Many people are very incomprehensible about this phenomenon, there are so many brands in the automobile market, why do you have to choose Lexus for a price increase? So, first of all, let's analyze, why lexus can unbridled markup?
The most fundamental reason is still supply and demand, just imagine, if no one buys this brand of models, dealers do not reduce prices is not bad, do you dare to increase the price? If Na zhi jie increases the price by 10,000, you will feel that they are not brain damaged. Lexus ES markup of 20,000 is still willing to buy, which is the difference. So the question becomes, why are many Chinese willing to pay for the price increase lexus?
I was puzzled by this question at first, and after thinking about it for a long time, I was able to get a little eyebrow, and I was gradually able to keep up with their thinking.
1, Lexus quality reputation is really good, many middle-aged people recognize this brand, what technology, configuration, zero hundred acceleration they do not care, is to identify its reliability and peace of mind. As a result, Lexus is not short of fans in China, and the supply of 290,000 is in short supply! What about twenty thousand? Or is it in short supply! If you're a car company, you don't want to earn more?
2, Lexus's misplaced competition is very successful, the price of ES spans the luxury brand of mid-level cars and medium and large cars, some people regard it as a BMW 3 Series, Mercedes-Benz C-class competitors, and some people treat it as a BMW 5 Series, Mercedes-Benz E-Class opponents. The price is so, the positioning on the size is also very vague, the length is close to 5 meters, if it is not because the current luxury medium and large cars are generally lengthened, ES is the size of the proper C-class car. Among luxury brand models, the products of major brands have become more and more similar, such as BMW gradually pursuing comfort, Mercedes-Benz increasing sports, Audi as always balanced, and Lexus blazing another way, just to fill the gap in the needs of some consumers.
3, Lexus product characteristics determined. Many people say that Lexus configuration is low so do not love bad, on the contrary, in the configuration, Lexus beggar version of the configuration, basically hanging BBA top match, the lowest configuration has seat heating, adaptive endurance, active braking, the whole car without key entry, adaptive far and near light, main and co-driver ESC, etc., plus free warranty maintenance policy, which makes many car buyers horizontal comparison feel that this car is worth it.
3, Lexus all series of imports, generally received orders to reproduce, and then imported from Japan, on the one hand, this way of import, so that many middle-aged people feel that imported products are more reliable. On the other hand, imported models have a long waiting cycle, which also gives 4S stores more room for operation when selling.
In the end, the people who still buy Lexus value its luxury, comfort, reliability and import status, and as for what zero hundred acceleration, it is not their concern. Behind the markup or fracture price is the balance of supply and demand. However, I still feel that the price increase behavior is not worth advocating, because Lexus's price increase, there is no deliberate factor of hunger marketing, short-term production capacity is understandable, if a car is in short supply for a long time, as a car company, is not thinking about how to increase production capacity as much as possible and improve the imbalance between supply and demand? But some car companies are taking a different path, they don't want to increase investment at any cost to meet market demand, in case the car market becomes cold one day? Instead, through hunger marketing, it creates scarcity of products, and then increases profits through collusion with distributors. The result of this kind of hunger marketing is that manufacturers and 4S stores win-win, and consumers suffer losses.
The domestic auto market has a lot of mark-up god car, Volkswagen Tiguan, Ford Impreza, Buick Encore, Honda CR-V, Audi Q5, Toyota Highlander, Range Rover, etc., the reason why it can play hungry marketing, trace the roots, or the lack of competition in the domestic automobile market, so there is the soil for these models to increase prices, and now, Buick Ford still dares to increase the price? Broken bones are not easy to sell, does Tiguan still dare to increase the price? Is the Audi Q5L still priced? Therefore, as a domestic consumer, we should still hope that independent car brands can grow up, complete the upward breakthrough of the brand as soon as possible, and form a very large competitive pressure on models such as Lexus, only in this way can the behavior of price increase gradually disappear until it is eliminated.