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Lexus recently released sales figures for 12 models of its brand in May. It is understood that Lexus sold 17000 vehicles a month in May, up 150% from a year earlier, and the cumulative sales in the first five months of this year reached 76000, an increase of 27% over the same period last year. It is worth noting that more than 25000 Lexus hybrid models were sold from January to May, accounting for 32 per cent of total sales in China. It can be seen that Chinese consumers' recognition of Lexus hybrid models.

Lexus had a remarkable performance in the domestic market from January to May this year, with sales below 10,000 in February because of the Spring Festival; there was a slight decline in May, but its overall trend was stable. As the most popular model, the Lexus ES sold more than 10,000 cars, while the remaining more than 7000 units were sold by RX, NX, LS, CT200h, LX, LS and other cars. According to Lexus officials, the cumulative number of car users in the Chinese market has exceeded 1 million.

Lexus has a high sense of presence in the domestic market and consumers in recent years. Against the background of the continuous decline in the domestic auto market, Lexus has achieved sales growth of more than 20% in China for three consecutive years, and has risen to the top of the list of second-tier luxury brands. The preservation rate of Japanese brands in the market is obvious to all. As a high-end Japanese brand, the preservation rate of Lexus is also quite high. At present, the three-year preservation rates of the four popular Lexus models are: Lexus RX 65.8%; Lexus CT 68.4%; Lexus ES 69.2%; Lexus NX 69.6%.

In the current luxury brand terminal market, "price for volume" is the main theme. Competitors, including BBA, are offering substantial discounts to avoid a decline in sales, but the prices of the main selling models of Lexus are firm and there is no substantial terminal price discount. This also proves from the side that if you want to increase market sales, you can't just rely on the "price for volume" route, especially for luxury brands. Price war can indeed increase sales in a short period of time, but at the expense of the brand image, once the brand image is destroyed.

Stable product quality is the cornerstone of Lexus sales growth, at the same time, in terms of market layout, Lexus also ushered in more new cars. A few days ago, Lexus officially released new RX and RX L models and unveiled at the Shenzhen, Hong Kong and Macao Auto Show, further expanding the product lineup and enriching consumers' choices. From this point of view, the sales performance of Lexus this year will continue to rise, while the domestic merchandising of Lexus will be delayed again.

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