In the face of competition from mid-to-high-end electric brands such as Ideal, NIO, and Tesla, Lexus has adopted a strategy of "exchanging price for volume" to attract more consumers. According to the salesperson of the Lexus 4S store, consumers who currently buy ES models can enjoy a cash discount of 70,000 yuan, and if they choose to take out a loan to buy a car, the preferential amount can reach up to 100,000 yuan. This discount makes the price of the lower-spec version of the ES model less than 200,000 yuan, which is more competitive than the FAW Toyota Asia Dragon, and this does not include additional discounts such as replacement subsidies and government subsidies.
In addition, the Lexus UX and RX models also offer different levels of discounts. The landing price of the entry-level UX model is about 230,000 yuan; The NX model is available at a discount of up to 80,000 yuan, and the entry-level version is priced at 238,800 yuan.
According to the data, Lexus sold a total of 72,275 new vehicles in China from January to May this year, a year-on-year increase of 33.4%, of which the sales of electrified models (including hybrid and plug-in hybrid) increased by 20.3% year-on-year. In particular, the ES model sold 45,934 units in the same period, a significant increase of 58.2% year-on-year, showing its strong performance in the market.
Lexus has managed to maintain its market share in the mid-to-high-end EV market and achieve significant sales growth through a substantial discount strategy. This strategy not only enhances Lexus's market competitiveness, but also provides consumers with more preferential choices.