The young man did not know that Ling Zhi was good, and mistakenly regarded Audi as a treasure.
When more and more people around me began to buy Lexus, I really realized that the user groups of this brand's planning and design are relatively mature and stable "older young men" user groups.
As a new luxury brand, Lexus is very young in its circle of friends, the luxury brand founded in 1983 has only been 40 years to this day, in front of Mercedes-Benz, BMW, Audi and even Hongqi, it is the youngest luxury brand.
But unexpectedly, the youngest luxury brand has the best growth rate results, and has become a well-known and well-known first-tier luxury brand in the North American market.
In the Chinese market, there are also very good sales figures.
In 2021, cumulative sales in China reached 227,000 units, second only to the North American market of 332,000 units, and the sales volume of lexus in the world's 760,000 new vehicles reached 73%.
Whether it is the Chinese market or the North American market, Lexus' user groups are more mature, mainly due to brand culture and product characteristics.
Taking the Chinese market as an example, Lexus models sold in China have several typical characteristics:
1, do not take absolute power as the direction of publicity, fit the "older young men" car life, the mainstream sales of Lexus models in the domestic market are not strong, ES, RX, NX, LS and other models, power is not the biggest attraction.
Motivation is the most important concern for young consumers, and the sense of acceleration that makes the adrenaline burst is extremely dynamic, but older consumers do not have much demand for power.
The positioning of the power determines that the user group of Lexus will not be very young.
2, since ancient times, Lexus's main focus is not performance, including the first LS landed in the North American market, champagne tower marketing although it is about the surging power, but in essence it is still comfortable, the minimal engine vibration brings the comfort and quietness of the cockpit.
This is exactly what mature consumers need.
3, put the craftsman culture on the lips, but most young consumers can not understand what is the artisan culture, the calm experience of design, manufacturing, life pleasure is the older middle-aged consumers need to understand.
The biggest difference between young consumers and middle-aged consumers is that young consumers are more likely to follow the passion of nature and physical happiness, the brand is larger, the control is better, the speed is faster, this most primitive happiness, BMW, Audi is easier to give.
Older consumers, on the other hand, need spiritual pursuits and commercial success.
Therefore, Lexus itself pays attention to the nature of travel, comfort, and the characteristics of consumer economy, which can attract mature and rational consumers, such as Lexus ES, although it feels not surging enough, but the biggest advantage is that the space is large, the quality is stable, the retention rate is excellent, the brand label is excellent, and the driving experience is smooth and quiet.
These are more like a mature, stable high-end affordable man, this part of the user group actually knows how to enjoy life, knows to save every cent of life, and will also enjoy a quieter life with more expenses.
To put it simply, this part of the consumer has not pursued the simple sense of branding and control, speed, these should be 10 years or even 20 years ago pursuit for them.
Each young layer has a unique product pursuit and consumption desire.
Impulsive when young, more demanding of brand vanity, like to use the brand to prove their success, this kind of display is external, everyone in their 20s need this luxury, high-end goods to foil.
After maturity, it will choose more suitable products, low-key, comfortable, connotative goods are more attractive, Lexus excellent brand label and perfect for home product characteristics, in fact, more suitable for this kind of consumer.
Many people joke that Lexus is an "exclusive car for the elderly", in fact, in the essence, it is true, from the perspective of age, most young people do not buy Lexus, but Lexus, which sells more than 200,000 units in the Chinese market a year, is not a marginal brand.
Young people do not buy, indicating that more consumers are middle-aged consumers.