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A few days ago, Lexus announced its global sales results in 2019. According to the data, Lexus sold 765300 vehicles worldwide in 2019, up 10% from the same period in 2018 and the highest annual sales in history.

This performance is due to the substantial growth in Lexus's sales performance in major markets such as China, Europe and Japan, with strong growth in China and Europe, even exceeding 2018, setting an all-time high for two consecutive years, offsetting stagnant demand in the North American market. At the same time, its SUV model also continues to sell well.

From a specific market point of view, the highest sales of Lexus in 2019 is the North American market, with cumulative sales of 325000 units, basically the same as the previous year. Cumulative sales in Europe rose 14% to 87000 vehicles, while Japan, with larger sales in Asia, sold 62000 vehicles, up 13% from a year earlier. China was the region with the biggest increase in Lexus in 2019, with a total of 202000 vehicles sold.

Lexus's largest single market is still the US market, with a total of 298114 vehicles sold, down 0% from a year earlier. 1%, which is also the fourth year in a row that Lexus has declined in the United States, the lowest level since 2013.

Although Lexus has been listed in the United States for a long time and has a certain competitiveness in the local luxury market, its market share is declining in recent years, with data showing that Lexus has fallen to 13% from 18.2% 10 years ago. although it is still ranked third in the North American luxury car list in 2019, it has never won the first place.

Lexus blamed the decline in sales in the United States on the lack of a product replacement. Although this year marks the 30th anniversary of the Lexus brand, no new models were released in 2019, resulting in an aging lineup and increased competition, making it impossible for its own brand to keep up with the growing consumer demand for the big sports SUV in the United States.

However, the Chinese market is gradually becoming a new growth point for Lexus. In 2019, Lexus sold more than 200000 vehicles in China, and it has also become the only domestic luxury brand that relies on imported models to exceed 200000 vehicles. It is only about 10, 000 vehicles less than the domestic second-tier luxury brand champion, ranking second in second-tier luxury. Even though the public opinion storm of price increases broke out frequently in October last year, consumers said frankly that they would return their cars, but it did not affect their sales in China, but repeatedly bucked the trend.

To this end, Lexus believes that China is already an important market for Lexus sales growth, and Lexus will continue to put more new products into the Chinese market in 2020, including the new Lexus MPV model-LM, which will be officially put on sale on February 24, 2020. At the same time, the UX300e, Lexus's first pure electric car, will be sold at Toyota's Kyushu plant in the spring of 2020, hoping to become a turning point in Lexus's new field. Now the model has entered the final stage of production preparation.

In addition, Lexus's sales success in 2019 also depends on strong sales growth in its compact SUV UX and medium-sized SUV RX, which were launched in Europe in February 2019, according to a Toyota statement. Lexus' smaller, more fuel-efficient models, such as gas-electric hybrids, have proved more popular in China and Europe, while in North America, the older lineup of medium and large SUV models has cost Lexus some market share and growth momentum.

In fact, Toyota is hoping to turn Lexus into a best-selling global luxury brand. After a few years of sluggish sales, Lexus can finally become a new growth point through the European market and the Chinese market. North America will still increase the implementation of new products to compete with first-tier luxury brands. Although there is a certain gap with the front-line luxury BBA, it has lagged far behind the luxury brands Acura and Infiniti of Honda and Nissan.

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