There are many interesting stories in the automotive industry, so I will tell you. All along, Lexus has been very arrogant, it is normal to increase the price, and waiting is common. However, when looking at Rekdas' sales this year, it suddenly became clear that many things began to be different.
Review of Lexus' road to the gods, and since its sales exceeded 100,000 vehicles in 2016, sales have surged. By 2020, sales exceeded 220,000 vehicles, and in the past 2021, sales reached 227,000 vehicles. Although the growth rate is not large, it is still growing. However, as this year, Lexus' life seems to be not as good as before. The cumulative sales in the first half of the year were only 61,400 vehicles, a year-on-year decline of 40.1%, becoming the brand with the largest decline in sales among the top ten luxury brands.
Specifically, Lexus declined by more than 20% in July. In August, with the overall sales of luxury brands increasing by 14.6% year-on-year, Lexus' insurance volume was 18,900 units, a year-on-year decrease of 6.8% and a month-on-month decrease of 2.1%, making it the only brand among mainstream luxury brands in August that both declined year-on-month.
The question is coming, why is Lexus suddenly not recognized by consumers? In my opinion, it is mainly due to these two reasons. First, as the saying goes, as time goes by, with the booming new energy vehicle market, Lexus, which has made little achievements in electrification, has gradually lost its competitive advantage. At the same price, cars from new car-making forces such as , NIO, and Ideal seem to be more popular.
To put it bluntly, it turned out that there was no choice, but now it is different. The right to speak has long been back to consumers, and Lexus' competitors have long since changed from traditional fuel luxury brands to high-end new energy vehicle brands. In fact, it is not just Lexus, but Japanese brands such as Toyota , Nissan , have lagged behind in the layout of new energy, which ultimately leads to the inability to reproduce the brilliant advantages of its traditional fuel vehicle market in the new energy vehicle market.
The second aspect is also very critical, that is, Lexus' performance in safety is a bit shocking. For example, the Lexus LM "death and two injuries" incident occurred in Guizhou, Guangxi. The Lexus high-end MPV with a price increase of one million yuan actually couldn't open the door after the accident, which eventually caused such a tragedy. It is worth mentioning that Lexus has never given a reasonable explanation after this accident.
In addition, in the collision test of Lexus ES and domestic Audi A4L performed by a certain media, the door could not be opened after the Lexus ES collided. Therefore, "Lexus that cannot be broken" has become history. Compared with the decline in sales, the decline in Lexus' quality is the fundamental reason. After all, quality is Lexus' "golden sign".
In the editor's opinion, a decline in sales is inevitable. If Lexus is still arrogant and cannot fully respect the market and users, it will be not far from falling from the altar!
