Lexus ES has never won a mouth cannon, but has not lost a sales war.
The sales of medium-sized luxury cars in March are very interesting, the traditional BBA pattern has been really broken, breaking into a less friendly Japanese player, and in the April sales data, it is likely to continue, this larger size, positioning more than 300,000 medium-sized sedans, cannibalizing the BBA market faster and faster.
The top three sales in the past were A4L, 3 Series, C Class, brothers take turns on the top, this time is not the same, Lexus ES squeezed the 3 Series out of the top three.
In terms of data, the Audi A4L sold 10720 units, followed by the C-class sales of 9489 units, and the Lexus ES ranked in the top three with 8885 new car sales, squeezing the 3 Series with 8172 units into the fourth position.
It is worth mentioning that the sales of medium-sized cars have obvious faults, and the sales of cadillac CT5, which ranks fifth, are only 3876 units.
Obviously, the Lexus ES has wrestled with the 34C, whether you admit it or not, ES is clearly grabbing the market share of the BBA, and the sales in March are obviously more than 3 Series, and the gap with the sales of the C level is very small, only a few hundred units.
Some people began to wash the floor of the 3 series, because the chip shortage caused a decline in sales.
The chip does affect sales, otherwise the A4L and 3 series cannot only sell about 10,000 units, but the chip affects the entire industry, and Lexus ES as a pure import car also needs chips in overseas factories, and at the same time enters the domestic process more.
And from a technical point of view, the 3 series itself does not have too high-tech technology and automatic driving capabilities, the level of chips is not high, and it is not as difficult to purchase as imagined.
The real reason is that the 3 Series has been hit a lot in this new market.
On the one hand, the traditional luxury car is very replaceable, especially the struggle between the BBA has been very strong, do not buy 3 series can directly buy A4L or C class, there is no possibility of non-3 series not to choose, on the other hand, the attractiveness of new power models has gradually improved, the ideal ONE car in more than 300,000 markets to grab a lot of share.
The trick of Lexus ES is imported, reliable, large size, as a medium-sized car of more than 300,000, it is obvious that its size is larger, although the power is weak, but the reliability of imports and the advantages of large space can attract another group of users who do not have high requirements for power.
Just because you like power doesn't mean everyone likes power, some people are more sensitive to space and reliability, and this part of the people buy ES.
At the same time, it is worth mentioning that in fact, the current Lexus ES has surpassed the C class and A4L in a sense.
At present, the A4L market price is loose, and the terminal pricing is basically stable within 300,000, which means that the transaction price of audi A4L is unlikely to exceed 300,000, while the Mercedes-Benz C-class is slightly higher, but it is difficult to exceed 330,000.
But Lexus ES is different, its minimum price is already 300,000, and the hybrid model is priced at 400,000.
That is to say, Lexus ES in the sales and Audi A4L, C class is comparable to the case, the terminal price is higher than them, from the sales, pricing comprehensive dimension, in fact, Lexus ES has surpassed any BBA model, which is an undeniable objective fact.
This also means that in the luxury car market below 400,000, the role of being able to wrench the wrist head-on with Lexus is only Mercedes-Benz.
It is a fact that the 3 series that fell on the altar and the A4L that could not go up in price were difficult to be the frontal opponents of the Lexus ES.