In the years when Lexus was in the limelight, there was news from time to time that Lexus was going to build a factory in China, but in the end, it was all over.
Currently, Lexus has factories in Japan, the United States, Canada, and India. In the past, the Indian plant was put into operation in early 2020 and was dedicated to the production of the ES series models.
If Lexus only builds factories in North America and Japan, in fact, it will not have too many ideas for domestic consumers. After all, Lexus is a Japanese car, and the United States is the birthplace of Lexus.
However, many people don't understand Lexus's construction of a factory in India. Although India is a relatively high country in Asia in terms of car sales, Lexus's sales in India are actually very mediocre or even very poor.
According to the 2019 sales figures, it is said that Lexus sold only 550 units in India. Also in 2019, Lexus's domestic sales have exceeded 200,000 units, accounting for 25% of Lexus' global sales. In this case, it is indeed a little puzzling that Lexus chose India instead of the domestic market to build a factory.
Originally, I thought that Lexus might not build a factory in China in recent years, because from the perspective of sales, with the vigorous development of the new energy vehicle market, it has had a great impact on Lexus's sales, which has also led to a decline in Lexus's sales in the domestic market.
In order to increase sales, Lexus, which is in a state of price increase all the year round, can only choose the sales strategy of "exchanging price for volume" without the core competitiveness of the product.
It is in this context that the news that Lexus is going to build a factory in China has suddenly come out recently, which is really surprising.
According to media reports, Toyota is recently discussing with Shanghai the possibility of establishing a wholly-owned factory.
That's right, the nature of Lexus's factory construction is the same as Tesla's, not only is it wholly-owned, but it also produces electric vehicles. At present, Toyota is seeking similar treatment to Tesla, including tax relief policy support and so on. In the face of declining sales. Lexus plans to build a factory in China at this time, and it seems that it is really feeling the crisis.
However, the official relevant person in charge of Toyota China responded to the media that the rumors were not commented.
After taking a look at Lexus's current main sales model, the ES series, the discount for all models is about 50,000 yuan. Sales data show that Lexus's domestic sales in January ~ April this year were 55,264 units, a year-on-year increase of 36%.
This is enough to show that the Lexus after the price reduction is still attractive to domestic consumers. However, as for whether the electrified Lexus can face the new forces of car manufacturing, it is difficult to say.
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