Although Lexus is called a highway lightning by the Chinese, and the current Lexus has been in a state of increased sales, in 2023, Lexus has already had a discount, and a comprehensive discount range of 80,000 yuan has appeared in Beijing. Originally, the landing of Lexus ES200 was about 330,000 yuan, but it is reported that some areas have now achieved 250,000 yuan. As the first brand in China that was once overly deified, this phenomenon is indeed abnormal.
1. Japanese cars have been touted as a value preservation artifact in the Chinese market, and the reason for this is that in addition to the quality of Japanese cars, the current advantages of Japanese cars have slowly begun to lose. Lexus's most popular models in the Chinese market are mainly the ES series, but even the highest models in this series only use 2The 5L hybrid dual-engine system, the gearbox uses the E-CVT, compared with the Toyota Camry and Asian Dragon that have been produced in China, the performance parameters have not changed, but the model with the same configuration is more expensive than 100,000 yuan to 200,000 yuan. After careful comparison, ordinary Chinese people still prefer the most suitable joint venture car. Although Lexus is exquisite in workmanship, the Chinese people prefer the domestically produced Toyota after comparing the quality and the best.
Second, car owners who like Japanese cars often like the classics and durability of Japanese cars, just like Toyota's twelfth generation Crown, which leaves a deep impression on the Chinese people. However, the current automobile consumer group has changed, and the current young consumer group pays more attention to the driving experience of the vehicle and the intelligent driving experience. In this regard, Lexus does not have an advantage, not to mention that the direction of automobile consumption in the Chinese market is the field of new energy, that is, plug-in hybrid and pure electric models, under the change of consumption upgrading in this industry, Lexus is still firmly using naturally aspirated engines, and it is inevitable that the development trend of the domestic market is not used.
In the Chinese market, the people who can buy Lexus are all wealthy people, and the replacement cycle of these people is about 6 years, so although Lexus is classic, it will be eliminated by the years.
Third, the consumer group that likes Lexus is relatively fixed, and the cycle of Lexus owners to replace the vehicle is relatively long, and after owning the vehicle, it will not be replaced in a very short time. However, imported car manufacturers have been continuously supplying domestic first-class vehicles, that is to say, in the case of saturation of consumer groups in the Chinese market, it is inevitable that Lexus will have discounts.
Fourth, the current Chinese automobile consumer market has changed, this change is not only the change of consumer groups, but also the change of consumer vehicle concept and brand. In the past, the wealthy class preferred to buy traditional foreign brand vehicles, but now the wealthy class prefers pure electric models made by domestic car companies.
5. Lexus, as a second-tier luxury brand in China, is in the same grade as Lincoln, Cadillac, Jaguar, etc., which are also luxury brands, and these cars have been sold at a discount in China for many years. Moreover, with the price reductions that have been adopted by first-line luxury brands in China for many years, there is no reason why Lexus should not reduce prices.