AutoBeta(AutoBeta.net)07/02 Report--

Lexus released June sales data in China, Lexus new car sales in the month for 18178 units, January-June cumulative sales reached 93823 units, a year-on-year growth of 36.5%. Among them, hybrid models accounted for 34.3% to 6233 units in June, and the sales volume of hybrid models in the first six months was 31797 units.

Lexus is still in second place among second-tier luxury brands compared to Cadillac sales of more than 100,000 units, but the gap between the two is narrowing. At this rate, Lexus is expected to sell more than 200,000 units throughout the year.

Lexus, Toyota's high-end brand, began to be introduced into the domestic market in 2005. At the press conference on June 11 this year, Lexus announced that its cumulative sales volume in China reached 1 million vehicles.

So far, Lexus has launched 11 series and 18 models in China, mainly focusing on the sales of ES, RX and NX main models. The compact SUV UX launched earlier this year further enriches the lineup and lowers the price threshold to become a Lexus entry-level SUV.

The sales market of Japanese cars mainly comes from South China. According to official statistics, Lexus 'cumulative sales in southern China this year account for nearly 50% of total sales.

Another topic that has to be mentioned is "Lexus Domestic". Lexus has always been sold in the Chinese market as an imported car. Compared with other luxury brands, Lexus has a unique identity as an imported car. Since 2018, Lexus domestic news spread, including Reuters, China FAW official, all revealed Toyota started Lexus localization production news, China FAW revealed that FAW Toyota will introduce Lexus luxury brand as the enterprise target.

Recently, Sang Zhiwei, an expert from the China Automobile Circulation Association, quoted informed sources as saying that Toyota intends to upgrade the share ratio of the two joint ventures in China, and the bargaining chip is Lexus OEM in China.

Comprehensive multi-party news, Lexus domestic is sooner or later, but also will face the impact of brand value decline. Lexus China responded last year: "We have been conducting research and consideration on localization issues, and there is no specific time for localization." Lexus currently has 5.7 percent of the luxury car market in China and plans to increase its share to 10 percent by 2020.

Since the second half of 2018, the sales volume of new cars in the Chinese market has continued to decline. Under the influence of economic slowdown and depressed consumer willingness to buy cars, luxury cars have risen against the market. Luxury brands in the head position have increased to varying degrees, including BMW and Lexus. After blind growth, market competition intensified, two-level differentiation became more prominent, and brands also presented different market destinies.

In the long run, whether it is a first-line, second-line or other brands, to seize market share, the key is to do a good job in brand construction, products and services, which is the long-term plan.

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