As one of the second-tier luxury brands, Lexus has a good reputation in China, and at its peak, there was a situation of "selling cars at a higher price", which was once sought after by many consumers. However, in the new energy era, Lexus's influence is obviously not as good as before, which also makes it have to start "electrocuting".
According to foreign media sources, Lexus has recently applied for the trademarks of ES 350e, ES 500e and ES 350h, and it is expected that the new Lexus ES may launch pure electric models and hybrid models with higher configurations. It is reported that the new generation of Lexus ES is expected to be released in 2025 and will continue to be imported into the domestic market.
Combined with the naming rules of Lexus's existing models, the "H" in the tail name represents the diesel-electric hybrid system, the "H+" represents the plug-in hybrid system, and the "E" represents the pure electric power system. At the same time, the larger the tail number, the higher the level (configuration) of the car. Therefore, the new generation of Lexus ES may be offered in two pure electric models and one diesel-electric hybrid model, and the ES 500e may become the new flagship model of the Lexus ES.
It is worth noting that Lexus also released a teaser picture of the future new car, and the electrified new generation ES is more radical and sporty in design, and the front face has also canceled the classic spindle-shaped grille and changed to a closed design common to electric vehicles. In addition, the shape of the headlight cluster is still very sharp, and the iconic hook-shaped daytime running lights are still continued, but with more impact, and overall, it can be seen that Lexus is moving towards a younger generation.
However, after the "electrocution" of Lexus, can it really save this traditional luxury brand? This may be a big question mark. After all, in the era of fuel vehicles, ES has a high value retention rate, good reliability, fuel economy and worry-free, and imported cars have quality assurance, so many people can also ignore its weak power, insufficient high-tech interior, and expensive sales.
However, this set of Lexus guidelines is obviously not applicable in the new energy vehicle market, because for many people who are willing to buy electric vehicles, they don't care much about the brand, but more about whether the performance and intelligence are excellent. From this point of view, the advantages of the new forces of car manufacturing are also obvious, especially in terms of high-end assisted driving, screen-to-body ratio, and 100-meter acceleration, etc., the new forces can be said to be more slippery and more skilled, and Lexus, as a traditional luxury brand, is difficult to surpass these new forces from this point.
At the same time, in today's increasingly prosperous new energy vehicle market, Lexus ES Electric will not be able to meet you until 2025, or even go on the market in 2026, which is not waiting until the daylily will be cold. After all, looking at the development of the car market, the competition between new energy vehicles can be described as very fierce, look at the 219,800 Xiaomi SU7, and then look at the 249,800 ideal L6 and the question of M7, just pick out a new energy vehicle, all have the advantages of good design, high cost performance, good intelligence, etc., Lexus has no right to speak in the new energy vehicle market It is indeed difficult to compete.
In addition, according to the news, the new generation of Lexus ES will still be sold in the form of imports, which means that the Lexus will not be sold cheaply after the electrocution. But at the moment when "electricity is lower than oil" and "oil and electricity are the same price", if your car is too expensive, no consumer will definitely pay, after all, excellent new cars emerge in endlessly, and consumers have a very large space to choose, which further reduces the competitiveness of Lexus ES.
Write at the end
As we all know, the "war" of new energy vehicles has begun, and major car companies are trying to take the lead in this track. For a traditional luxury car like Lexus, it is necessary to come up with a more competitive fist product, otherwise it may be "cannon fodder" after it is launched on the market, after all, the competition is indeed too fierce now.
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