Photo丨Tiger fell in Pingyang, Lexus ES naked car discount of nearly 50,000, no more price increase

This kind of retention rate, even American cars have to bow down!

I haven't heard about Lexus for a long time, and Lexus doesn't seem to have moved much in the domestic car market recently. Except for the new generation of RX launched some time ago, there have been no new models in China in the past two years. Although Lexus has not moved much recently, the market has changed a lot.

Lexus' sales in the first quarter of this year fell by 30% compared with last year, and the models that used to be very popular in China are now basically not bought. For example, Lexus UX and Lexus NX, the current sales are really miserable. The new generation of RX, which was launched only this year, is a discount compared with the previous generation.

The most special thing in the Lexus family is the Lexus ES car, which has always been the highest selling model of Lexus in China. In the past, it could sell 8,000 or 9,000 vehicles a month, but now it can't, and more than 5,000 vehicles were sold in April. Lexus sold less than 11,000 new cars in China in April, and Lexus ES accounted for half of it.

In the past, when Lexus sales were good, the market was very hard. Take the lowest configuration of the Lexus ES, that is, the ES200 Premium Edition, two years ago, or even a year, this car was still in a state of price increase. The official guidance price of the excellent version is 296,900 yuan, enter the 4S store, the sales are selling cars with their heads held high, the price is increased by 20,000, plus 10,000 compulsory decoration, you love to buy or not.

A car with a guidance price of less than 300,000 yuan, the landing price is close to 350,000. You said that you are expensive and the configuration is higher, and I will recognize it. As a result, a 350,000 car got a front MacPherson suspension, 2.0 self-priming engine, only 173 horsepower, matched with a CVT gearbox, tire width of only 215, which is far ahead of competitors in the same class.

But now is not the past, Lexus ES this car will no longer increase the price, he wants to add but does not have the ability to add, the market does not recognize. The Lexus ES, which used to increase the price by 30,000, is now close to 50,000, not only with a large discount, but also gives you a bunch of things. The ES200 excellent version with a guidance price of 296,900 yuan, now after the discount, the naked car is only more than 250,000, and the landing price is only more than 270,000.

Now the landing price of new cars is 780,000 cheaper than when the price was raised before, not to mention the market of second-hand cars. In the future, please don't say that Lexus retains its value, more than a year ago 3.45 million landed ES200 excellent version, now even if your car condition is excellent, the second-hand car dealer's collection price is 200,000, and the normal price is more than 190,000. The two-year retention rate is less than 60%, and this kind of retention rate even American cars have to bow down.

In fact, it is understandable that the Lexus ES is not selling well now. The normal sales range of this car is 30~350,000, and just in the past year, 30~350,000 new energy models have been launched, these models are not only powerful, high configuration, low daily use costs, and high technology and intelligence. Compared with the current new energy, the Lexus ES200 has a generation difference of more than 10 years, so it is not surprising that consumers on this budget buy models with stronger product power.

The sales of Lexus models in China will only get worse and worse in the future, not only because of low configuration and poor power. Lexus currently does not have a decent new energy model in China, which means that after the dividend of fuel vehicles is eaten, Lexus will not have a model to continue its life in the future, which is the most serious problem. What do you think differently about Lexus?