Lexus, who was once extremely proud, is now afraid that he can no longer be proud.
Once sold cars at a higher price for many years, and it was difficult to find a car, now sales have plummeted, 30 years in Hedong, 30 years in Hexi.
According to the weekly sales list released by Li Auto, Lexus sold only 18,000 units from April 10 to April 16, what is the concept of this sales result? Not as good as Denza, Volvo, Cadillac, not to mention compared to BBA. According to this week's sales calculation, Lexus sales in April may only be about 8,000 units.
In 2021, Lexus China delivered 226,116 new vehicles, a year-on-year increase of 1.1%, achieving positive growth for 17 consecutive years. But in 2022, it will become a "watershed" for Lexus, and in 2022, Lexus will end hastily with a cumulative sales of 183,900 units, a year-on-year decline of 18.9%, and in 2023, Lexus' sales decline will not be stopped, directly falling to the bottom.
Behind the decline of Lexus is the change in the current consumer environment of China's luxury car market.
On the one hand, consumers' consumption concepts are becoming more and more rational. Over the years, major luxury car brands have been significantly reducing prices, including the first-line luxury brand BBA, and Lexus, which does not reduce prices or even increases prices all year round, is inevitably insincere in the eyes of consumers.
On the other hand, the substitution effect of new energy vehicles on traditional fuel vehicles is getting stronger and stronger, and new forces such as Wei Xiaoli have a high degree of overlap between user groups and Lexus. High-end new energy vehicles such as BYD and Geely are also having a huge impact on Lexus.
Although traditional luxury car brands are facing the impact of new forces in car manufacturing, Lexus, which insists on not reducing prices and has weak power, is undoubtedly the biggest impact, and the slower transformation of electrification is that Lexus itself has stabbed itself with a sharp knife. Lexus currently has only two new energy products on sale in China, namely UX 300e and NX PHEV, but both of these cars are not competitive and sales are dismal. In the face of the wave of vehicle electrification, Lexus has followed Toyota's more conservative transformation style, but this careless attitude has made Lexus pay.
In the face of the wave of electrification, slow response is almost a common problem of Japanese brands, but several luxury brands that have done so before, such as Acura and Infiniti, have either been eliminated by the Chinese market or are about to be eliminated, although Lexus's roots are deeper than theirs, but the competition in the field of new energy vehicles in the Chinese market and major global markets is intensifying, how much time is left for Lexus?