LexusIn the Chinese market encountered huge problems, even in likeLexusIn the South China market, consumers have also begun to bargain with dealers. This illustratesLexusChina's development has been influenced by changes in consumer preferences. The Chinese market is undergoing a huge transformation, the era of gasoline vehicles has passed, and consumers are gradually embracing electrificationConsumer culture。People prefer new powerpacks such as the most popular PHEV powertrain architecture and pureElectric cars。The emergence of these new options has led to a consumer appreciation for traditionInternal combustion engineThe forgetfulness of the model, whileLexusHowever, the product layout is still biased towards traditional fuel vehicles. AlthoughLexusThe company began to deploy hybrid technology 10 years ago, but it was unable to create a new oneEnergynumber plate, missed development opportunities. Before 2021, people sought afterLexusThe core reason was that it was still a tradition at the timeInternal combustion enginetimes, people's acceptance of electrification is not highElectric carsThe market penetration rate is low. LexusWith its service, reliability, comfort and stability, it has become a strong choice, but it is limited to the product layout of the fuel vehicle trackLexusInability to adapt to the changing needs of consumers. LexusDealers harness the essence of human nature, plusToyotaThe limited production capacity achieved a crazy price increase before 2021, and even increased the landing price of the ES200 to 350,000, which was equivalent to the ** of the Audi A6L at that time.
However, in the newEnergyIn the market, the sales volume of products above 250,000 is substantial. TeslaofmodelyIt occupies the top spot in passenger car sales all year round and easily seizes the market share of luxury brands. At the same time, emerging brands such as:NIOwithIdealIt's also going from strength to strength. Idealbrand asLexusThe biggest competitor, positioned in the home comfort model, is a perfect substituteLexusproduct advantages. In addition,IdealOr newEnergyThe car is not restricted by the restriction policy, and at the same time performs better in terms of technology, space and luxuryLexusThe value of manipulation that is not possessed. In the newEnergyOn the track, brand value is no longer the key factor, and consumers are looking for a new lifestyle and a completely different car experience. LexusNo matter how good it is, it is still only a traditional fuel vehicle product, which cannot adapt to the newEnergyThe transformation of the track, which means that it can only be an alternative. According to the China Passenger Car Association, electrification sales already account for 30% of the total market. The electrification sales of models above 300,000 are growing faster, because these consumers pursue different experiences, and traditional luxury brands are too single, and the product homogeneity is serious. Therefore,LexusThis year, the price of ES200 in some areas of the terminal price reduction is as high as 50,000 yuan, and the landing price is only 270,000 yuan. This is a very scary statistic, historicallyLexusThe ES200 has never been so low**. The essence of price reduction is that the market recognition is reduced, and more and more consumers are beginning to give upLexus, forcing dealers to make concessions. This also shows that the times have changed dramatically, not only second-tier brands will be eliminated, but also first-tier luxury brands will have a hard time.
NewEnergyThe rapid rise of the market gives traditionCarsThe brand has had a huge impact. toTeslaas representativesElectric carsBrands dominate the market and become the object of consumers' pursuit. In 2019,TeslaThe Model 3 became the world's highest-selling modelElectric carstype, with sales of more than 500,000 units. In the Chinese market,TeslaofmodelyIt is the perennial top of the passenger car list, and it is easy to seize itbba(Mercedes-Benz, BMW, Audi) share in the 34c market. TeslaThe success lies not only in the strength of the product itself, but also in the new way of life it represents. Electric carsNot only is it environmentally friendly, but it also has more intelligent technology and high-quality driving experience, which is deeply loved by consumers. TeslaThe success of the whole new oneEnergyThe development of the market has made more and more consumers begin to turnElectric cars, especially the most reasonable, excellent performance products.
ExceptTesla, the emerging brands in China are also newEnergyEmerging in the market. NIOIdealand other brands have attracted a large number of loyal fans in a short period of time by virtue of their independent innovation and unique positioning. These brands are not only pushing the boundaries of technology, but also actively pushing for themNew energy vehiclesof popularity. NIOof swap battery technologyIdealThe supercharging network provides consumers with more convenient charging services and solves the problemElectric carsEndurance and charging issues have greatly improved the user experience. At the same time, they also pay attention to the sense of technology and luxury of products, which meets consumers' pursuit of high-quality life. In the minds of users,NIOwithIdealhas become newEnergyIt is synonymous with the auto market and has replaced the position of traditional fuel vehicle brands.
Traditional luxury brands are facing newEnergyHuge challenges in the market. Over the years, traditional luxury brands have won the trust and love of consumers with their quality, technology and luxury. However, with the rise of electrification and changing consumer demands, they are gradually losing their edge. The product layout of traditional luxury brands is mainly focused on fuel vehicles, but it cannot meet consumers' demand for newnessEnergycar demand. At the same time, there are also problems of product homogenization and camp involution within traditional luxury brands, and consumers need a different sense of experience, rather than duplicate products produced on a large scale. As a result, electrification has been able to enter the market smoothly and quickly gain market share.
So far this year, not onlyLexusOther traditional luxury brands have also adopted a price reduction strategy to cope with the newEnergyChallenges of the market. However, price reductions can only attract consumers at the expense of profits, suggesting that consumers are less receptive to these brands and are choosing new onesEnergyModels. This is a very grim signal for traditional luxury brands to face transformation and reform. Otherwise, they will face the dilemma of shrinking market share and declining profits.
In summary,LexusChina's development has encountered huge problems, consumer needs and preferences have changed dramatically, and traditional fuel vehicle brands are facing huge challenges. The rise of the new energy market has brought a whole new way of life andConsumer culture, while also challenging the status of traditional luxury brands. Only transformation and innovation can gain a competitive advantage on this new track.