In the past two years, Lexus, a once-glamorous brand, seems to be facing a sea change in the market. According to the latest data, from January to June this year, Lexus's sales fell by 30% year-on-year, and only 850,000 new vehicles. Behind this figure is the rise of China's new energy vehicle market, especially those electric vehicles that cost more than 200,000 yuan are gradually becoming popular.
What is surprising is that the Lexus ES, which was once nicknamed "road lightning", has changed from a hot sale to a terminal discount in just two years. This main sales model, due to the shortage of supply in the past few years, needs to increase the price by 2-30,000 yuan to mention, but now there is a terminal discount of 50,000 yuan, and the starting price is from 29690,000 yuan to 24690,000 yuan, and even some areas can enjoy greater discounts. From price increases to price reductions, the Lexus ES seems to have experienced a fabulous ups and downs.
But even in the face of market pressure and change, Lexus ES still stands out on the sales list. Last month, sales of the Lexus ES reached 130,000 units, which seems to be somewhat surprising. So, who exactly is buying this once-popular Lexus ES?
Observing the market, the main consumer groups buying Lexus ES are mostly middle-aged. They are highly attracted to Lexus's reputation for quality excellence, import, design and long-term free maintenance warranty. Although the price of this car was ridiculously high before, and even required a price increase to pick up the car quickly, now after the price reduction, the sales of this car seem to have recovered rapidly, which shows the loyalty of middle-aged consumers to the Lexus brand and their trust in its products.
However, the crux of the matter is whether the Lexus ES is worth its weight in the current market environmentEmotionally, we may be able to complain that it is only worth 150,000 yuan, but from the perspective of product power, is the Lexus ES really worthy of the current **?
If its market price is set at 200,000 yuan, it may be more in line with its actual product performance. Therefore, the current discount margin may not be large, and the starting price of 200,000 yuan may be closer to the real product value of this car. Let's not mix emotions and look at the essence of the product calmly.
The Lexus ES does have some shortcomings, which are also discussed a lot on the Internet. For example, the ES200's acceleration performance is relatively slow, and its performance of breaking 100 seconds in 10 seconds is relatively average for a car in its price range. The chassis structure is a front MacPherson rear multi-link, which is more general than the double-wishbone front suspension of models in the same price range. In addition, the interior design lacks a sense of technology, the screen is relatively small, the degree of intelligence is relatively weak, and the once criticized price increase strategy is also a major point of controversy.
However, the Lexus ES also has its own unique advantages. Comfort is indeed one of its highlights, low failure rate, long years of free maintenance and warranty, high configuration of the low-profile version, such as active braking, adaptive cruise, lane centering, automatic headlights, seat heating and other functions are standard, and in the same price of BBA competitors often need to choose the top configuration to enjoy these configurations.
Although some people criticize the Lexus ES for being useless in the market, in fact, it still has a certain number of loyal consumers. This also reflects its superiority in some aspects. Perhaps in the first few years of the markup, there was a lack of decent competitors in the market, so ES was able to stand out with the brand loyalty it had accumulated in the past. However, with the intensification of competition in the domestic new energy vehicle market, the era of Lexus ES price increases seems to be gone forever.
For the current Lexus ES, a larger degree of price reduction may be needed to meet market expectations. The current ** is still high, and with the continuous escalation of competition in the domestic auto market, the ** of Lexus ES may continue to decline. For those car owners who spend more than 300,000 yuan to buy, they may need to have a clearer understanding of the market structure to avoid becoming a big leek.
To sum up, the market changes of Lexus ES are closely related to the overall development of the Chinese auto market. In the competitive market, brands need to be flexible and constantly adjust their strategies to meet the needs of consumers. For consumers, changes in the market mean more choices and more opportunities for them to obtain cost-effective products. It is hoped that Lexus ES can find its own position in the fierce market competition and continuously improve its product strength to meet the needs of consumers.