Lexus seems to be doing it again?
In the latest sales list of luxury brands in the Chinese market (December 1-December 17), Lexus sold 10,000 units, even 1,800 more than Cadillac. If this sales trend continues, Lexus can still deliver a good report card in the last month of this year, with a high probability of about 20,000 units, which is very gratifying.
It is worth noting that judging from the current list, Lexus is still the best-performing brand in the traditional second-tier luxury camp. In the past, everyone said that Lexus was no longer good, that it could not be sold, and that sales were falling endlessly, but this December's sales seem to be a little different from the sound of a collapse on the Internet.
In another set of data found by the author, Lexus sales reached 20,872 in August this year, an increase of 17% year-on-year, of which, its main sales model Lexus ES contributed the most, and the sales in August directly exceeded 10,000 units, reaching 11,625 units, a year-on-year increase of 31. In the first eight months, Lexus's sales were 123177 units, and if it is calculated, Lexus's monthly sales will remain at about 16,000 units, plus sometimes there will be a small increase, then Lexus's sales for the whole year this year will most likely be around 190,000 units, and may even reach 200,000.
In 2022, Lexus sold 1840,000 units, compared to 22 in 202160,000 units did have a certain decline, and at the same time, Lexus also ended more than ten years of growth in China. However, since the beginning of this year, Lexus's sales have not shown a significant downward trend, and should be the same as last year, and there may even be a small **.
Therefore, in the past, everyone said that Lexus had no competitive advantage in the domestic auto market, and it was a little exaggerated to bear it, and now Lexus is indeed not as explosive in the domestic market as it used to be, but it is still stable, and its position as the leader in the second-tier luxury camp is still relatively stable.
At a time when a Lexus LM crash last year led to a serious decline in its reputation and the popularity of new energy, it is very rare for Lexus, which is slow to transition to electrification, to have such a sales performance. Of course, the main reason for being able to stabilize ** is that Lexus has now lowered its noble head and compromised with the market to give large discounts.
Everyone knows that in the past, Lexus was a brand that was sold at a higher price, but now its models generally have discounts, especially the highest discount of Lexus ES in some areas has reached 70,000, and this was originally priced at 2969-48.The starting price of a medium and large car of 890,000 yuan has come to 22 after the discount690,000, if this was placed in the past, it would definitely be robbed by consumers. After all, the identity of this car imported luxury car, good value retention rate and luxurious and comfortable product power are still very attractive.
It can only be said that Lexus woke up not too late, and if it still engaged in the previous set of price increases, domestic consumers would definitely not buy it. However, the current pressure on Lexus is also very great, especially the new domestic car-making forces are too strong, and the new energy products that are not available are Lexus's hard injuries, and then we have to think about how to save the brand reputation and come up with sincere products in the field of new energy.
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