Some people say that Lexus can survive by cutting prices.
Price is indeed an important factor affecting sales, but sales are not completely linked to price, otherwise you can't explain clearly, in the European market, the same status of A8L and Mercedes-Benz S-class, why to the domestic market are two completely different situations.
The cheaper the A8L, the less it sells.
Lexus does have a high price problem in the domestic market, and the price has begun to drop sharply in the past year, but from the analysis of the sales port, it is still an unstoppable "diarrhea".
Indeed, a while ago, the problem of Lexus increasing the price of the car was exposed, but it only exists in individual models that do not go to the volume, Lexus, as a pure imported brand, relies on the ES series that can be better accepted by the general public.
The size is larger, more comfortable, and the price is not high, and the price of about 300,000 yuan has its unique appeal in the traditional luxury car era.
However, in the new track of electrification and intelligence in China, the price of traditional luxury brands cannot stand, the main reason is that the entry-level luxury brands cannot meet the brand vanity of users, and the entry-level luxury brands are too replaceable.
In addition to the Lexus ES, the prices of the Audi A4L, BMW 3 Series, and Mercedes-Benz C-Class have all collapsed, and there are many fewer reasons to choose the Lexus ES.
In addition, the Camry, which has a deep relationship with Lexus ES, has been greatly replaced, and the price of the entry model of the new Camry has been placed at about 160,000, so the price of the previous generation of Lexus ES is about 240,000, and there is an obvious problem of inflated.
Whether it is a horizontal or vertical analysis, the price of the Lexus ES has a large room for price reduction.
Another question arises, after the price reduction, will the Lexus ES sell well?
One problem is that the prices of stronger rivals are constantly decreasing, and medium-sized luxury cars within 200,000 have abounded, such as Jaguar, Volvo, Cadillac, and the prices of mid-to-high-end joint venture cars are also being lowered.
The other is that the product power of the Lexus ES is too old.
In addition to the acceleration ability of more than 10 seconds that everyone criticizes, the handling is also very soft, without much control fun, and the most important thing is that the car machine system and the intelligent driving system are not attractive.
In other words, Lexus ES may be a very strong model in the overseas market, but in the domestic market, it has become very traditional, and the user groups that are still consuming are all very traditional consumers, and the number of this part of the user group is decreasing, so Lexus's sales are also declining.
Therefore, we say that the key reason for the decline in sales of Lexus is that ES is too old, and the price reduction can stop the decline to a certain extent, but it cannot be fully raised.
For companies, price reduction is the first step to save, change is the most important first step, and in the current electrification market, Lexus wants to survive, and there is a lot of pressure.
It is difficult for this global brand to make changes for a single market, and domestic electrification and intelligence are impossible to make changes for the domestic market for brands like Lexus that do not need to shoulder the heavy responsibility of sales, which also means that the brand will enter a long-term depression in the domestic market.