In August, the second-tier luxury sales inventory, Lexus gave 60,000 discounts, can not sell?

In this era of big data, as a car circle editor, the APP in my mobile phone is always full of all kinds of car companies opening advertising, in the past independent brands and BBA in turn to brush the screen, the recent frequent appearance of Infiniti, but I was shocked, I thought that this brand is about to "cool", but I didn't expect that there was money for advertising.

So with curiosity, I went to check the sales data of each second-tier luxury brand in August, this check does not matter, the result of these second-tier luxury brands performance exceeded Xiaobian's expectations, below I picked a few second-tier luxury brands with high visibility to see if their sales are still the same as everyone's impression.

Volvo, still strong

Volvo sold 13,905 units in August, of which the XC60 and S90 became the mainstays of the brand's sales, selling 6,108 and 3,690 units respectively, while the lower XC40 and S60 sold 1,032 and 2,121 units respectively in August. As for new energy sales, the Volvo XC60 PHEV became the main sales model, selling 496 units in August, 243 units of the S90 plug-in hybrid version, and less than 50 plug-in hybrid versions of other models sold a month.

In general, Volvo, as a seed player in the second-tier luxury, has always had a relatively stable sales performance, and the price war is unambiguous, after all, the XC60 and S90 that can land within 400,000, the appearance is simple and atmospheric, and there is a Nordic luxury style cockpit, as long as the price is right, Chinese consumers are still happy to pay.

Cadillac, steady play

Since the first thing we talk about is Volvo, then we must talk about its old wrongdoer in the second-tier luxury camp - Cadillac.

Cadillac's August sales were 16,007 units, of which the sales pillars were CT5 and XT5, with August sales of 6,764 and 3,482 units, respectively, while the rest such as XT4 (1,689 units), XT6 (1,187 units) and CT6 (927 units) steadily contributed to the brand's monthly sales of more than 1,000 units.

Like Volvo, in order to compete for the first position in the marketing volume of the second-tier luxury array, Cadillac also gave a large discount at the sales terminal, so in the context of the consumption upgrade of China's car market in recent years, the annual sales once rushed to 200,000 vehicles. With the involution of the domestic car market, as well as the violent impact of new energy, Cadillac has also upgraded its models intelligently this year in order to extend the life of its fuel vehicles.

Lexus, the scenery is no more

In view of the fact that Lexus has not announced sales for a long time, and is still selling cars in China in a fully imported way, the editor only found the sales of the Lexus brand from August 1 to August 20, a total of 10,300 vehicles, according to this calculation, the sales of the whole month will not exceed 15,000 vehicles.

In the second-tier luxury camp, Lexus was originally the brand with the most staying power, and because of the price increase of ES models, the volume in the market even exceeded that of Audi for a while, so it was jokingly called "BBAL" by netizens.

But from 2022, Lexus has gone downhill, ES that once needed to raise the price to pick up the car is now also taking the route of price for volume, according to what Xiaobian learned here, the entry-level version ES200 that year needed 330,000 or so after the markup, and now it can land as long as 280,000 or even lower, and some 4S stores even give 60,000 discounts, and you can talk about concessions. Let's just say that Lexus has lowered its proud head, can it only achieve such sales? It seems that the era of Japanese luxury is really not far away.

Write at the end

Here's a recall, why didn't I talk about Infiniti's sales performance in the main part, because it mixed so badly, with a total of 403 units sold in August, of which the QX60 sold 251 and the QX50 sold 152 units.

Simply analyzed, the rise of Chinese car brands, especially in the field of high-end new energy at a price of 300,000-400,000, is almost all competing with BBA luxury car users, so BBA is not busy fighting a price war, let alone the life and death of second-tier luxury.

In short, there are only two options left for second-tier luxury, either to "survive" in the fuel vehicle market with greater terminal discounts; Or "take money for technology" and cooperate with Chinese car brands to seek to take the lead in the new energy track. I might as well ask you another question, do you think the concept of "second-tier luxury" will still exist in the future? Welcome to leave a message and discuss in the comment area.