recently released the 2022 China Auto Retention Rate Research Report online. In the top ten luxury cars, there are four models of Mercedes-Benz and BMW on the list, which is a big win. However, in the opinion of the Car Governor, the most powerful one is Lexus .
As we all know, Japanese cars are famous for maintaining value, and the same is true for Japanese luxury brand Lexus. For a long time, Lexus has been very high in all value retention rates. For example, in the "Red Sandalwood Award·2021 China Automobile Value Retention Rate Strike" award, Lexus ES and Lexus RX have become the champion models in the luxury sedan and luxury SUV market segments respectively, with the highest value retention rate. Among them, RX's three-year retention rate is 74.4%, and Lexus ES's three-year retention rate is 70.4%. It is not an exaggeration to say that they are the king of retention rates.
Here we will talk about Lexus ES separately. This mid-to-large car is one of the most successful and most sales models in Lexus' history. It is definitely synonymous with comfort and luxury. It has also been recognized by many consumers with its extremely elegant appearance design, excellent quietness and driving comfort.
In 2020, the total sales of Lexus ES reached 114,641 units, and increased by 24.62% year-on-year, becoming the sales champion in the original imported car model market. It can be seen how popular it is among consumers. Obviously, in addition to its hard-core product strength, its super high value retention rate is also one of the reasons why consumers choose it.
Then why is the value retention rate of Lexus' products so high? In fact, it is very simple. The most important reason is that the price of Lexus has always been very strong in the market. The price is as high as the price. For example, Lexus ES has even sold at a higher price. On the other hand, almost all other luxury brands have prices that plummet, and discounts of 70,000 to 100,000 yuan are commonplace. For consumers, has a serious premium , and they will hesitate when buying it. In contrast, Lexus' competitive advantage is very high, and the value retention rate has increased.
Also about the products, the quality of its models is indeed very mature and reliable, with low maintenance costs in the later stage, and it is also imported models. There is no production line in China, so it is decided to import completely based on orders, so it is not surprising that the value retention rate is high. Moreover, years of market tests have laid the foundation for it, and everyone sees the performance in all aspects.
Finally, I want to say that the advantage of models with relatively high value retention rate is that their price will not have much impact when it encounters a trend of price reduction, and for consumers, the smaller the economic losses caused by product depreciation will be. Moreover, many consumers usually have the idea of changing cars after driving for a few years. At this time, the value retention rate plays a big role. If it were Lexus ES, it could be called a "financial product".
So, in addition to factors such as appearance, configuration and power, the value retention rate has always been an important reference indicator for consumers when buying a car. So, let’s talk about why Lexus is so recognized by consumers, and the value retention rate accounts for a large part of the reason. Of course, in addition to the super high value retention rate, Lexus' imported car status is also very attractive to many consumers. After all, driving is more respectable in comparison. I can only say that the thunder car is fragrant.
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