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When it comes to the Lexus brand, it is inseparable from "price increases and continued hot sales". After the epidemic in the first half of this year, it was able to far surpass the Cadillac brand and rank first among second-tier luxury brands. Lexus thought that with its advantage in China, Lexus could lead the first electric model, the UX 300e, to be a bestseller, but it has sold only one car a month since its launch.

According to a poster exposed in a 4S store in Lexus, when Lexus brought its first pure electric model, the UX300e, in April this year, it officially announced that it would enter the domestic pure electric market, and regarded Tesla Model 3 as a peer competitor.

As can be seen from the poster promoted by the competition, Lexus UX300e has many advantages over Tesla Model 3, listing its advantages in internal and external decoration, charging equipment, number of airbags, minimum down payment, quality assurance policy and so on. In addition to the standard 10 airbags, the quality assurance policy is also quite preferential, and there are 150000 km vehicle warranty and free maintenance for 6 years and 200000 km three power system guarantee for 8 years, which is not a small sincerity for Lexus.

However, for a model that looks better than the Model 3, sales are not ideal. According to the sales introduction of a Lexus S store in Beijing, the car sells only one car a month, and it is known that at other Lexus brand 4S stores in Beijing, the sales level of the model is basically the same, which means more than a dozen cars a month in Beijing.

Compared with Tesla model 3, about 45800 vehicles have been sold in the first half of the year, ranking first in domestic new energy vehicle sales since March, with monthly sales exceeding 10, 000. Just one model accounted for 23% of pure electric passenger car sales in June, and it is clear that there is a big gap between the two.

I have to say, whether last year or this year, when the market became worse, the Lexus brand achieved a very good performance, since 2019 achieved sales of more than 200000 vehicles in China, an increase of 25% over the same period last year, making it the largest growing luxury brand in the country. It still maintains a strong trend this year, although under the most difficult situation of the epidemic in February this year, Lexus did not cut prices, but only continued its sales through "no price increase is a discount," although sales also declined to a certain extent. however, it has rebounded strongly in the next few months, returning to the trend of "raising prices and raising cars". It is worth noting that new energy models have always accounted for a large proportion of Lexus's overall sales, of which the proportion of hybrid models has increased from 30% to 34%, and has maintained a positive growth trend. Lexus also became the top seller of second-tier luxury brands in the first half of the year.

Compared with Lexus fuel models and hybrid models, the newly launched pure electric model UX300e does look a little bleak. According to the above 4S store sales explanation, the poor sales of the car is mainly due to the new car on the market soon, the popularity is still not high, but the follow-up sales will gradually increase. However, in the view of industry insiders, the lower sales of UX300e is due to the higher price of the car relative to its peers, coupled with its own new energy characteristics are not obvious.

As the first pure electric model in Lexus, the UX300e is based on the UX model. Its price is divided into two models: 362000 yuan and 385000 yuan. The NEDC has a range of 400km under comprehensive operating conditions. Therefore, compared with new energy models, the range of the car is not an advantage, and compared with its own brand models, the car not only has a pure electric license plate, but also has little advantage over its hybrid models.

It is undeniable that the output of the car has just been launched, and it is also one of the reasons for its low sales. at the same time, the car is also a model that does not need to raise prices, but there are still very few consumers who come to the store to see the model, so it can be seen that the UX300e is really not a Lexus model, but more like Lexus testing the performance of the domestic new energy market through "oil to electricity".

In this regard, some industry insiders believe that the reason why the UX 300e failed to continue the sales momentum of Lexus hybrid models is that, on the one hand, consumers need to accept pure electric vehicles, on the other hand, compared with traditional Lexus models, the UX 300e does not have much advantage.

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