I believe everyone knows that many car brands will seize more market share through "domestic production", even the luxury car BBA. However, Lexus, a luxury car brand under the Toyota Group, is relatively special, and it has not been made in China since it entered China, and it has always been shown as an imported car. However, the news that Lexus is going to be produced in China has been widely circulated, and there is new news almost every once in a while, and now this matter has been brought up again.
According to Bloomberg, Lexus is negotiating with the Shanghai government to build a factory for domestic production: one is to be 100% owned and get the same tax cuts as Tesla; The second is that the new plant will also be used to produce high-end electric vehicles, and it is possible that the Chinese base will be the main position for global electric vehicle production.
It is worth noting that at the GR Carnival held by Toyota in Shanghai recently, it was also announced that GR Yaris would be introduced to China, and Toyota Chairman Akio Toyoda also personally drove the GR Yaris Rally1 HYBRID champion car on the track and performed a difficult drift show. At this juncture, Akio Toyoda's visit to China may not really be to show off his driving skills, and promoting the localization of Lexus should be the top priority of this trip.
I have to admit that Lexus has not been domestically produced before, indeed because it has enough confidence. Although in terms of sales, Lexus is not as good as a first-line luxury brand like BBA, but its "original import" gimmick has gradually been recognized by many consumers, after all, imported thunder cars are at least the world's unified quality, such as the Lexus ES, NX and RX currently sold in China are from the Kyushu factory in Japan.
And in the hearts of many people, imports are actually very forced, domestic production will face problems such as reduction and poor quality, coupled with the fact that Toyota was engaged in "hunger marketing" at that time, which also made Lexus spend a very good time, even if the price is increased, it will not worry about selling, and the annual sales can exceed 200,000 units at its peak. In other words, it can sell so well even if it is not domestic, and at the same time the profit is still very high, which may be the reason why Lexus has always maintained imports.
However, as the automobile market enters the new energy era, Lexus's trick is obviously no longer feasible. Especially after the development of new car-making forces, Lexus, which is not advantageous in terms of power performance, intelligent configuration, fuel economy and worry, has obviously been hit hard, not only has sales declined, but also has always liked to increase the price of the Thunder car, and now it has to rely on a large price reduction to barely maintain the previous share. For example, at present, the main sales model of the car company, Lexus ES, has a great discount in the terminal market, with a drop of as much as 90,000 yuan, and the reference minimum price of the naked car has fallen to about 200,000 yuan.
Against this backdrop, Lexus production may be a way to improve competitiveness. After all, we all know that the domestic production of luxury brands means price reduction, taking BMW X5 as an example, the original imported version of the X5 landing price should reach at least 700,000 or 800,000 yuan, but the starting price of the BMW X5 after domestic production is only 605,000 yuan, plus it also gives a certain discount in the terminal market, that is to say, now about 600,000 can land an X5.
Obviously, if it can really be produced in China, the price of Lexus will inevitably be lowered. For example, the Lexus ES, which is currently the best-selling, should be able to reduce the official price to about 250,000, and if the follow-up terminal can still give discounts, it is really not a dream to buy a Lexus ES for more than 100,000 yuan. In addition, sole proprietorship can also solve the problem of quality not keeping up, after all, Lexus produced in China is not only sold in China, but also sold globally like Tesla. However, the domestic auto market has gradually entered the new energy era, and aside from Lexus's fuel vehicles, how competitive the electric vehicles it produces in China will be, which still needs to be a big question mark.
Write at the end
As we all know, BBA can now achieve such proud results in the domestic auto market, the biggest secret of success is the introduction of a large number of classic models, after all, it is really exciting to be able to buy luxury cars at a cheaper price. And Lexus obviously wants to replicate this model, but the car market is not as good as before, in the increasingly fierce competition in the market, do you think Lexus is suitable for domestic production?
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