The extremes must be reversed: the era that belonged to Lexus has passed
As a high-end brand of Toyota, Lexus can be said to have made a lot of money in the domestic market by virtue of Toyota's brand influence and excellent marketing strategy.
Seeing this, you don't think that Lexus makes money because of good sales, on the contrary, compared to the sales of the German luxury car brand Lexus, it is still far behind, basically hovering around 200,000 units per year, or why would Lexus be listed as a second-tier luxury car brand with Cadillac.
The reason why Lexus makes money is because Lexus dares to sell at a higher price, and the key is that someone buys it. It's no wonder that even Toyota is selling at a higher price, let alone Lexus?
Regarding the Lexus price increase, there was a paragraph on the Internet very early. At the auto show, someone once said that they wanted to increase the price by 800,000 to buy the Lexus LM300h, but he didn't expect the salesperson to answer him that he was sorry that there was no such a big discount.
Although this is a joke, it can also show from the side that the degree of Lexus price increase is indeed beyond our imagination.
What we can't understand is that in the years when Lexus sold cars at a higher price, sales were on a steady growth trend. As for why domestic consumers have a soft spot for the Lexus with a price increase, I still haven't figured it out - is there too many rich people? Or is the Lexus car really good?
After all, Lexus has the title of "road lightning" in China.
After entering 2023, under the impact of the new energy vehicle market, Lexus not only has no courage to increase prices, but also has a lot of discounts on a number of models on sale.
For example, Lexus's main sales model, Lexus ES, can basically be discounted by 5~60,000 yuan in 2023. Just a few years ago, the Lexus ES was still a price increase of 2~30,000 yuan for all models.
There is also a medium and large SUV Lexus RX, which has been on the market for less than a year, and currently has 3~50,000 yuan and does not know how to discount. In January of this year, the price of the new generation Lexus GX, which had just been launched, dropped by 70,000 yuan compared with the 2015 model.
After the price of Lexus models is lowered in 2023, will there be a significant increase in its sales?
According to the latest sales data, Lexus will sell 181,000 units in the domestic market in 2023, a year-on-year decrease of 1.4%.
Is this strange? In those years when Lexus was crazy about price increases, sales were steadily increasing. But after last year's official drop, Lexus sales did not rise but declined. Is it really as the rumors say, the Lexus without a price increase is not fragrant?
In addition, according to the sales data of imported car brands in domestic passenger cars in 2023, Lexus surpassed Mercedes-Benz and BMW in sales to rank first. The funny thing is that in the eyes of some people, Lexus is still a very strong existence, but in fact, this view is very one-sided.
Whether it is Mercedes-Benz or BMW, the main ones sold in China are Beijing Benz and BMW Brilliance. Lexus, as a car company that sells in China in a purely imported way, is not proud of its sales ranking first. On the contrary, from Lexus, whose prices have fallen and sales have also declined, we can see that the era of Lexus seems to have passed.
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