Lexus, which was once fascinated by domestic consumers and could only be bought even if it was increased by tens of thousands, ushered in a double collapse in sales and word of mouth in 2022, which has just ended.
Data show that in 2022, Lexus' cumulative sales in China will be 183,900 vehicles, down nearly 19% year-on-year, of which the sales data in the first half of the year is even more miserable, with sales of only more than 60,000 units, down 40% year-on-year.
In the Chinese market, how popular was Lexus before? It has created a 17-year continuous growth of sales myth, its models including ES, RX, LX and other models, to increase the price, often tens of thousands, or even hundreds of thousands, but even so, Lexus taking the import route is still better than Cadillac, Volvo and other second-tier luxury brands selling well, I have to say that the obsession with it has reached the bottom of madness.
However, in 2022, with the strong rise of independent brands, especially new forces in car manufacturing, many people suddenly find that the superstitious Lexus they previously believed in seems to be just that.
In August last year, a Lexus LM in Guangxi hit the highway guardrail and caught fire, because the door automatically unlocked failed, eventually causing death, which attracted huge attention on the Internet at that time, to know that this car is a luxury car priced at more than one million, this matter has a great impact on the brand image of Lexus, although the official has also come forward to explain, but it is not too convincing.
In fact, not only Lexus, but even Toyota, which is in full swing, ushered in the first year-on-year decline in sales in 10 years in 2022, although the range is limited, only 0.2%, but it is enough to sound the alarm for Toyota.
As for Honda and Nissan, it is naturally even more tragic, the former fell by 12.1% year-on-year, the latter decreased by 22.1% year-on-year, and fell for four consecutive years, and the myth of Japanese cars selling well has begun to be ended.