Japanese cars are on the rise again in China! Lexus's sales increased by 33% in the first five months, and Li Bin is about to break his promise

Zhiyi Automobile

2024-07-01 16:39

Zhizhi Auto / Zhengqi

Speaking of the car companies that have been most affected by the new energy revolution, they are Japanese car companies represented by Toyota and Honda. However, a Japanese high-end brand has achieved sales growth in 2024.

1. Highway lightning sales skyrocketed, and Lexus ES sold nearly 10,000 per month

Judging from the sales volume in the first five months of 2024, Lexus may become a dark horse in this wave of car price wars.

From January to May 2024, the total sales of the Lexus brand in China were 72,275 units, a year-on-year increase of 33.4%. Among them, the main model, the Lexus ES, sold 45,934 units in the past five months.

Compared to the same period last year, sales of the Lexus ES increased by 58.2%. This also debunked some rumors that claimed that the Lexus ES would not sell.

Several other Lexus models also performed better.

2. A year-on-year increase of 112%! Why the Lexus RX is a big seller

In addition to the ES, the most controversial model of Lexus is the LM. This model, which previously required a markup, has led many to believe that it sells for far more than it actually worth.

However, from January to May 2024, the sales of the Lexus LM will reach 1,500 units, which is not an impressive result considering its million-dollar selling price.

In addition, the Lexus RX, a mid-to-large SUV, also achieved sales of 12,824 units, up 112% from the same period last year. However, the size and power of this mid-to-large SUV are not very impressive. The 8.1-second acceleration at the entry-level and the 6.2-second acceleration at the top of the 100,000 km/h range can only be said to be enough in the price range of the 500,000 level.

The length, width and height of 4890x1920x1695mm are not enough in this era when the length of the car is more than 5 meters and the width of the car is more than 2 meters. However, Lexus's characteristics of cheap maintenance, durability and high value retention rate still attract many consumers. What's more, in 2024, Lexus will finally lower its head and know how to exchange price for the market.

3. Price for market, the hidden concerns behind Lexus's sales

In fact, the high sales volume of Lexus is related to its relatively low cost of use and high comprehensive cost performance. What's more, in 2024, Lexus models have undergone higher price cuts.

Taking the Lexus ES as an example, it was the norm for this model to increase the price of 20,000 yuan three years ago. And at present, the discount in some areas has reached 70,000. Moreover, some models of Lexus also have certain "pan-new energy" attributes.

Many Lexus models have versions with Toyota's oil hybrid technology, and their fuel consumption can be as low as 5L per 100 kilometers. Although the fuel consumption is not as good as the plug-in mix, it cannot be on the green card. But Lexus, which is more energy-saving, environmentally friendly, worry-free and money-saving, is indeed more suitable for this era of "frugality" for most car owners.

But that doesn't mean Lexus' fundamentals are stable. The huge discount is likely to hurt the brand, and more importantly, the Lexus models are all imported.

4S stores are not as flexible as other domestic and joint venture brands, and the capital turnover rate is also very high. Lexus's general price reduction is actually more like trying to keep the cash flow of its 4S stores in this way.

Write at the end

The sharp price reduction of the model can certainly make the money of the 4S store turn up. But it will also cut the profits of 4S stores. As for whether these Lexus 4S stores can survive this cruel price war by "ensuring price and quantity", it needs to be further observed.

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