Who is the hottest second-tier luxury brand now? Presumably, lexus is the only one, most of the second-tier luxury brands in the past two years have not had a good life, and can only blindly use the way of price reduction promotion to obtain the market. As for Lexus, not only did not reduce the price but had to increase the price to buy, while the sales in China continued to rise, and even the sales of a single model once exceeded the same level of BBA models. No, in the luxury B-segment car market, the Lexus ES is once again beautiful.
The 3 Series has never sold a Lexus ES
According to the data, in March this year, the domestic luxury B-class car market has undergone considerable changes.
The Audi A4L, the only model in the BBA to break the 10,000,000, sold 10,720 new cars in March. In second place was the Mercedes-Benz C-Class, which sold 9,489 new cars in March, the Lexus ES in third place with a good result of 8,885 units, and the BMW 3 Series was undoubtedly the worst of them, leaving it behind by the Lexus ES with a monthly sales of 8,172 units. It is worth mentioning that the Cadillac CT5, which ranks fifth, is far from the sales of the previous four models, only 3876 units have been sold.
As we all know, due to the relationship of brand influence, the BBA has always been a unique existence in the domestic luxury car market, and other second-tier luxury cars basically have no ability to compete with it, or they need to reduce prices to maintain the market, Cadillac and Volvo are living examples. However, in such an environment, the original imported Lexus ES sells so well, it is really not easy.
Undoubtedly, many people may blame the failure of the BMW 3 Series on the lack of cores, although this aspect is indeed influential, but in fact, the entire industry is missing cores, and it is not only a problem for BMW. In the final analysis, it is because Lexus ES itself is competitive, as the best-selling model of Lexus, with a lower price in the family, sales in the Lexus brand occupy a large share, not to mention that because of the extremely high heat, it has also led to a shortage of supply or even a price increase of 10,000 to pick up the car.
Why is Lexus ES so popular?
It can be said that Lexus ES, a 300,000-class luxury model, can be called the brand's right-hand man. However, in the case of competitive models with preferential treatment, why can the ES, which does not have much advantage, become a best-selling model? Exterior, space, luxurious interiors, and the aura of blown-up service and original imports may be the main reasons for its eye-catching.
In terms of exterior design, Lexus radicalized styling design can always give people a bright feeling, the use of family design in the car makes the model as a whole very sporty, in the street "BBA" at the moment, driving a Lexus on the street seems to be more able to highlight the personality of the business elite, which is also more attractive to the eyes of the current young upstarts.
In terms of space, this generation of Lexus ES has elongated the body to 4975mm, an increase of 65mm over the previous model, and the wheelbase has reached 2870mm, an increase of 45mm over the old model. This set of figures is a very large number for Lexus models, because in the past, Lexus models, the numbers in body size have hardly changed. Moreover, the interior of the car is generally luxurious and high-end, the materials are meticulous, and the interior space has an excellent level of sound insulation.
For Lexus ES, the easiest thing to spit is the power of the spicy chicken, the maximum horsepower of 173 horses and the peak torque of 208 Nm, compared with the same class of models is really not enough to see, but in the eyes of people who like Lexus, power may not be the point they pursue, and it is enough to drive comfortably.
More importantly, Lexus in the terminal service has also been well-known, Lexus owners often chant its VIP-like treatment after each entry into the store is also its plus, the ultra-high retention rate in the luxury brand advantage is obvious, small problems are not much, coupled with the aura of its imported car for Lexus to do quality assurance, buy it naturally many people.
Editor's note
In China's luxury car market, the right to speak is in the hands of the German BBA. Other second-tier luxury brands must have outstanding highlights in order to attract the attention of consumers. The reason why Lexus has lived quite moist in the Chinese market for so many years is precisely because they have created a brand image that is not impetuous, quiet and comfortable, calm, delicate and advanced, and the halo of the original import has also given Lexus more competitive power.
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