When more than 200,000 can buy Lexus ES, Japanese luxury cars are really avalanche!

Speaking of the "top three Japanese series", whether it is Toyota, Honda, or Nissan, they are all famous in China. But if you mention their respective high-end brands, perhaps only Toyota's Lexus scenery has been. After all, Acura like Honda was delisted last year due to lack of competitiveness; And Nissan's Infiniti has been very lonely in China since it was exposed by 315 gearbox problems, but Lexus has also been a "markup king".

It is undeniable that in the competition of second-tier luxury brands in the first two years, Lexus' performance was too eye-catching. For example, a Lexus ES, although the starting price is less than 300,000 yuan, but you want to buy this car at the original price is almost impossible, in the market to increase the price of 20,000, 30,000 has become everyone's "tacit" secret. And like Lexus LM this MPV, more known as the luxury version of Elfa, generally need to increase the price of hundreds of thousands of yuan on the market, the "gold content" of the model is so high, even the eldest brother Mercedes-Benz has to call "insider".

However, with the rapid development of new energy vehicles, the life of Japanese cars is not as comfortable as before, and the only Japanese luxury car with a sense of existence - Lexus is also falling. In 2022, Lexus experienced a decline in China, when annual sales fell to 184,000 units, a year-on-year decline of more than 16%. In the first half of this year, Lexus' sales in China were only just over 70,000 vehicles, down 18.5% year-on-year. Even Lexus can't be sold, which means that Japanese luxury cars are collapsing in all directions.

Of course, Lexus does not say that it has been falling, and there were still signs of recovery in August. According to imported car sales data, Toyota (including Lexus) sold 20,872 units in the month, a year-on-year increase of 17%. Among them, Lexus ES contributed the most, and its sales directly exceeded 10,000 units, reaching 11,625 units, a year-on-year increase of 31%.

Why did Lexus suddenly sell well? The answer is "price reduction". Many old car owners may not believe that the Lexus, which once needed to be bought at a higher price, has been reduced to the point where it needs to be reduced by tens of thousands before someone buys. From the news of the inquiry, now Lexus ES generally has a huge discount of 4-50,000 yuan in the country, and the price of the excellent version of 2.0L has been directly reduced to 250,000 yuan, and if it is a mortgage, this price may be lower.

When I think when I was crazy, the Chinese people not only had to wait in line, but also basically had to face a price increase of 20,000-30,000 to buy an extended warranty, and if you calculate it, you have to buy a Lexus ES for more than 340,000 or 50,000. But "thirty years of Hedong, thirty years of Hexi", the current Lexus also fell into the same situation as other second-tier luxury cars, must have broken bones to be able to sell, more than 200,000 can buy ES, this avalanche speed beyond everyone's imagination.

It can be said that if it continues to drop like this, Lexus may be difficult to save the hearts of consumers, after all, for many old car owners, the previous purchase of Lexus is to buy in the name of "value preservation" and "worry-free", but now after the price reduction, it will undoubtedly affect the value retention rate of Lexus to a large extent, and it is also backstabbing the old car owner, seriously damaging its brand image and premium ability.

In the final analysis, it is still that Lexus' product strength cannot withstand the beating. In the past, it could compete by virtue of imported car identity, high retention rate, fuel saving and worry-free, but for today's young consumers, ES can be too collapsed, the maximum power of a luxury car is only 173 horsepower, zero hundred acceleration takes 11 seconds, it is difficult to imagine that this is a 300,000-level model, in the electric vehicle market is completely the existence of seconds.

Coupled with the endless emergence of excellent electric products, Lexus has no power to fight back. Such as Han EV, NIO ET5, Xpeng P7 and other models, casually pull out one to compare, you will find that people are more attractive than the "old and moderate" Lexus in terms of design, performance, space, power, intelligence, etc., so the rout of Japanese cars, no snowflake is innocent.

Write at the end

We have to admit that in the era of fuel vehicles, Lexus has launched many models that are regarded as "financial products" by consumers, after all, the price can only be bought in the queue, which is rare in the 300,000-400,000 luxury car market. But since entering the new energy era, Lexus has no competitiveness, the so-called reality is stronger than people, and accepting reality is Lexus' way to solve problems.

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