Looking back on the public opinion of Lexus in 2023, it basically revolves around the collapsed sales. What's even more heart-wrenching is that as the only two luxury brands that have never made domestic products and only sell imported cars, Lexus** has been strong before, and even the terminal once increased its price.
However, many articles in 2023 have said that even if the price is significantly reduced, the sales volume is not satisfactory.
In the first quarter, Lexus's sales in 2022 fell by 186% starts, ending the positive sales growth that has been always. In February, it was also reported that in the past 2022, the first-generation god car Lexus suffered a collapse in sales and word of mouth. At the same time, due to the risk of fuel leakage, Lexus recalled a number of models, including GS, IS, RC, etc., with a number of nearly 230,000 units. I thought that 2022 was already the trough of Lexus, but I didn't expect it to be only halfway up the mountain, in March, ** began to report on Lexus's sales in January and February, and in the first two months of 2023, Lexus suffered a heavy blow, in January, Lexus only sold 6600 units, a year-on-year decrease of 624%, and in February, Lexus also sold only 10,152 units.
Entering the second quarter, the sales problem is still the sword of Damocles hanging over the head of Lexus. In April, the decline in Lexus's sales in China was reiterated, according to the data of the Passenger Association, in the first quarter, Lexus's imports were 37% year-on-year, only about 30,000 units. In May, continuing the topic of sales, there was ** pointed out that the biggest sorrow of Lexus is that no one compares it with BBA anymore. In June, according to a report by Japan, a screenshot of an email titled "Evidence of the behavior of Chen Chen**, deputy general manager of Lexus, a subsidiary of Toyota (China)", was leaked on the Internet. In this email of more than 2,000 words, the whistleblower recorded Chen Chen's behavior in detail in the past three years, including the situation and financial transactions of all relevant personnel, with a total amount of about 1 billion yen (about 50 million yuan).
In the third quarter, in July, when sales continued to decline, Lexus was recalled due to safety hazards, which can be described as worse. The cause of this recall is that the GPS antenna line terminal of the vehicle in the range is improperly wired, resulting in the GPS antenna not working properly and cannot provide location information to the vehicle, in this case, when using the emergency rescue function, the rescue may be delayed due to the inability to send vehicle location information, and there is a safety hazard. To this end, Lexus has recalled some imported Lexus NX 260, NX 350H, and NX 400H+ vehicles that have not been produced for a long time, with a total of 1,817 units.
In August, Play Car Intelligence pointed out that the Lexus imported from the Kyushu factory in Japan carried out a "precise reduction" in the active safety system, and the car workshop mentioned that even if the Lexus ES took out a reduction of more than 40,000, no one was willing to pay for it. In September, continuing the topic of price reduction and not selling, the car circle chronicle pointed out that the Lexus ES, which used to be purchased at a higher price at the terminal, is now given a discount of 60,000 yuan. In the case of such a sharp price reduction of the main sales models, Lexus is still given a cold reception, and its sales are not as good as before.
Entering the fourth quarter, in October, there are still articles emphasizing that Lexus price cuts can not be sold, 1-8 months, Lexus sales continued to decline by 16% year-on-year, which is the largest decline among luxury brands, and this is still under the premise that the main model Lexus ES is discounted by nearly 70,000 yuan. In November, the same was true, the car dug and pointed out that the leeks could not be cut? Lexus sales**, ES dropped to 25490,000 still no one wants. In December, Lexus recalled a total of 15 imported Rx due to the imperfect fuel injection correction control program in the engine electronic control unit (ECU) and the insufficient pressure resistance of the internal parts of the high-pressure fuel pump due to the continuous fermentation of the collapse ** and the heat of sales690,000 units.