到底是国人傻还是车太好?直接涨价好几万,雷克萨斯膨胀啦

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Lexus has always been a 'outstanding' presence in the country. If it is different from other luxury brands, 'not domestic' is its most special point. In April of this year, Lexus sold 21,839 units in China in a single month, surpassing the US market for the first time in the same period, which means that China became the world's largest auto market in Lexus. The influence of Lexus in China is undoubtedly increasing.

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The markup is not for sale

In fact, Lexus is neither a first-line luxury brand, and its sales are not as good as Cadillac in second-tier luxury brands. However, Lexus has a lot of attention.

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One reason is that its sales are bright. Since the second half of 2018, the downward trend of the Chinese auto market has become more apparent, and as of June this year, the decline of the Chinese auto market has not been alleviated. But this is reflected in Lexus, but it has not been affected. From January to June this year, Lexus's cumulative sales in China reached 93,823 units, an increase of 36.5%. Among them, the cumulative sales of hybrid models reached 31,797 units, an increase of 43.9%. Not long ago, the sales volume of Lexus in China has exceeded 1 million units, which is an important milestone for Lexus.

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Growth in the inverse market has been a very good performance, but more importantly, this is also the case when Lexus is selling at a higher price. Especially the Lexus ES series, 'price increase' has become the norm. As can be seen from the information in the figure, the ES200's Premier Class and Deluxe Edition manufacturers have suggested retail prices of 308,800 yuan and 327,800 yuan respectively. But in fact, this is not the retail price announced by the manufacturer, but the dealer’s own price increase. The 300,000-start 2.0L self-priming has also caused many netizens to vomit: 'It is used to it! '

Open price increase, really good value for money?

xxAs the above netizens spit out, is the Lexus ES really worth the money?

From the power of the Lexus ES, its entry-level version of the 2.0L naturally aspirated maximum power of 123kw, coupled with the 6AT gearbox, weak chicken-like power, it is almost difficult to appreciate its driving passion. Although the ES200 cannot meet the latest National Six standards due to the current powertrain, the new ES200 will use Toyota's latest 2.0L+CVT power combination, and the maximum horsepower will be increased to 131kw. However, compared to competing BMW 3 Series, Audi A4L, Infiniti Q50L equivalent displacement models, Lexus ES power is still weak, it can be said that it is very 'Buddha'.

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In terms of space, ES is not particularly advantageous. The length, width and height of the body are 4975/1866/1447mm, and the wheelbase is only 2870mm. With the Audi A4L (wheelbase 2908mm) and the latest 3 series long-axis version (wheelbase 2961mm), the space of Lexus is also Not so prominent. In terms of power and space, Lexus ES seems to be unable to afford the 'price increase'. In the economic downturn, it is favored by consumers.

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'Self-made' brand characteristics

We all know that Lexus has maintained its status as a full importer since it entered the Chinese market. Unlike other luxury brand enclosures, Lexus has always maintained a small and beautiful image in China, and it has a good user experience. Because of this, the user stickiness of Lexus in China is one of the best in the luxury brand camp. After all, when it comes to domestically produced cars, everyone always thinks of the impressions of 'subtracting' and 'declining quality', and imported cars generally maintain their original image, so even though they are expensive, everyone's impression is undoubtedly better.

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xx与此同时,雷克萨斯仍然是一辆进口汽车,其目标消费者对价格的敏感度相对较低。因此,对于雷克萨斯伪装的价格上涨,所有者的心理不会有太大的波动性,也不会影响他自己的消费行为。此外,雷克萨斯始终坚持纯进口销售的发展战略。在成为品牌特色的同时,其品牌也以优质和高品质着称。可以说雷克萨斯的“自足”定位也使其在奢侈品牌中脱颖而出。

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因此,即使雷克萨斯ES的功率不再优秀,在工艺,质量和品牌溢价方面也无法与众多奢侈品牌相媲美。再加上由市场行为决定的“供应短缺”现状,只有最高出价者才能获得。

小编辑

雷克萨斯的“价格上涨”的营销策略是不对的,它已经成为一个频繁讨论的话题。虽然在很多方面,雷克萨斯确实是一辆好车,毕竟在“拯救心脏”'可靠''保值'中,矿车在奢侈品牌中的优势显而易见。但对于“价格上涨”,我仍然希望每个人都能理性地看待它。