The Lexus ES, which was once sold at a higher price, has also put down its arrogant posture in the complex market environment this year.
From the information collected, it can be seen that at present, the price reduction of Lexus ES is very large, the car generally has a discount of about 50,000 yuan, and the starting price is from 29690,000 to 24Around 690,000.
Once dealers relied on Lexus ES to raise prices and increase the price of models, now they have begun to sell, and the loosening of ** can well prove that the supply and demand relationship of Lexus ES has undergone a very big change, from supply to demand, excessive to oversupply, indicating that Lexus's sales have begun to go downward.
At the same time, as the core product of Lexus and the most popular model of Lexus, the first concession of ES also shows that there is a problem with the product strength of Lexus ES itself, which cannot keep up with the needs of the times and cannot meet the needs of consumers, so that Lexus ES cannot gain more market share.
Of course, although Lexus ** already has a very big discount, but for the market, Lexus ES ** still has some room for decline, after all, the Toyota Asia Dragon with the same platform as Lexus ES, its starting price has dropped to about 170,000.
Also, in addition to the room for decline, in the current 20-300,000 level car market, the first war has not stopped. In other words, while Lexus lacks intelligence and electrification, its ** is far from the end.
On the one hand, Lexus, including ES and its products, is very weak in terms of intelligence and electrification, even if it has a THS power architecture, it is still very small to seek survival space in the electrification market. The hybrid electric vehicle (HEV) is characterized by a technical route based on oil and supplemented by electricity, so the battery pack on the vehicle is very small, because it cannot achieve a pure electric driving range of 50km, so the hybrid battery pack is only used with the internal combustion engine, and cannot be on the green card, and there is no purchase tax subsidy advantage and no driving restrictions.
On the other hand, the intelligent attribute is not strong enough, although Lexus ES is the core product of Lexus, but ES has always maintained the traditional car-making structure, whether it is inside or outside the car, Lexus ES does not provide too much intelligent hardware and software, the lack of intelligent experience, intelligent life also makes the difference between Lexus and most of the current domestic intelligent model products, more and more.
As a brand developed for the North American market, the focus of Lexus ES is not in the domestic market, but on positioning as a global brand, so whether it is Lexus ES or other models, including electrification and intelligent propulsion speed from a global perspective, for the domestic market, even if Lexus can make changes, it will not be particularly fast.
Written at the end of the article
According to the plan, Lexus plans to provide pure electric versions of all its models by 2030, and take the lead in China, Europe and North America to achieve 100% pure electric vehicle sales, and achieve the goal of global sales of 1 million units.
But for the Chinese market, Lexus still has a very big challenge, in the first half of this year, Lexus sold a total of 850,000 new vehicles, down 30% y/y. There is a high probability that the sales target of 200,000 units this year will not be achieved. In the face of changes in market demand and the continuous expansion of the penetration rate of new energy vehicles, although Lexus can attract some consumers by reducing the price, it is difficult for Lexus to make greater changes in products and technologies in the context of the increasing popularity of electric vehicles.