Lexus Why do all other volume cars dare not increase the price of the price except for the nanny cars LM300h and LX600?
I still remember that in 2018, the Lexus ES300h, which was just launched in China, had arrogance in the store and forced a price increase of 70,000 yuan, and no car was sold without the price increase. Unexpectedly, this sales were slapped by a young man in China...
Even so, from 2018 to 2021, popular thunder cars such as Lexus ES and RX have been selling cars at an additional price, with a price increase ranging from 10,000 to 70,000. The peak period of Lexus LM300h price increase reached one million. Fortunately, this is a non-volume car with only a few hundred units sold per month, which has little influence. The car is very special and a symbol of special status. It can be understood by many car owners.
However, ES and RX have been increasing their markup for so long, many people quit.
is alive. Now the overall environment for automobile consumption has completely changed. Now even the sales of super luxury brand Porsche in China have declined a lot, and Audi has fallen much more. Lexus is naturally affected.
Chinese people understand very well that nowadays, the penetration rate of new energy vehicles is 228% and is increasing year by year. In 2022, it is in the stage of replacement of new energy vehicles and traditional fuel vehicles. The boss of a large BBA first-level dealer is said to be that some people can’t sell 100 million or 200 million yuan, and they are worried! This was unimaginable five years ago. BBA was worried about selling it, let alone your second-tier luxury brand Lexus?
Nowadays, it is the time when traditional fuel joint venture car companies are crazy. Their production capacity is huge and overcapacity is overcapacity. The Chinese people's demand for oil vehicles has plummeted, and they are increasingly recognizing very cost-saving trams. Therefore, most Chinese people don't need to be abusive to price increasers like Lexus.
"If you increase the price, I won't buy it, if you do not increase the price, I won't buy it!"
Therefore, in the next few years, the days of traditional fuel car companies will become more and more difficult. If sales cannot be reversed, there will be more discounts in the future. The first thing to be affected is a series of luxury brands such as Lexus, which are very expensive in pricing.
