AutoBeta(AutoBeta.net)09/08 Report--

Since entering China, Lexus has maintained steady growth in China by adhering to the quality of imported products and the service standards of luxury brands, and its cumulative sales have exceeded 1 million vehicles. According to sales data released by Lexus in August, Lexus sold 16921 units in China in August, of which 4948 hybrid models were sold, accounting for 29.2% of the month's sales. From January to August this year, Lexus sold 126854 units in China, an increase of 24.9% over the same period last year, of which the cumulative sales of hybrid models reached 42466, up 33.5% from the same period last year.

In today's overall depressed market environment, Lexus is still so popular that even other luxury brands are using profit-making means to boost sales, but in contrast, Lexus still refuses to "trade price for quantity". And continue to have a quantity. Whether compared with the second-tier luxury Cadillac, Volvo, or with the first-tier luxury Mercedes-Benz, BMW, Audi, Lexus can be said to be the strongest in terms of market guidance price or terminal price.

Compared with the steady growth in sales figures, a more valuable indicator for Lexus in China is the stability of its price system. "(a discount rate of less than 1% means), users are more comfortable with the pricing and service of our products," said Xu Xun, deputy general manager of Lexus China.

It is understood that from January to August, Lexus sold 126854 units in the Chinese market, an increase of 25 per cent over the same period last year. South China, including Chengdu and Chongqing, accounted for 41.5 per cent of total sales. Of course, as a "sentiment brand" in the southern region, there will be no less contribution.

As for why sales of Lexus, which is not affordable, are getting better, Chen Chen, head of Lexus China Marketing Department, said that in addition to external factors such as quality and reputation as always, the brand image of Lexus has become more and more clear. more and more recognized, and has been transformed into more and more buying behavior.

Two years ago, Lexus launched a strategy to create a clearer brand image. At the same time, from 2017 to 2019, we have formulated a three-step strategy from product marketing to brand marketing and then to emotional marketing. Among them, around the brand characteristics of "luxury with temperature", Lexus launched a series of cross-border marketing actions.

Of course, when it comes to the quality and reputation of Lexus is not surprising, Lexus strict control of quality, as well as the "craftsman spirit" to create products. And get the brand with the lowest car maintenance rate in the world.

There is not only quality but also service. Lexus's free maintenance policy of 100000 km for 4 years (fuel models) and 150000 km for 6 years (hybrid models) also reflects the value for money of Lexus products. It is really achieved so that car owners have no worries, but also really realize to let the car serve people.

In addition to its good sales performance in the Chinese market, Lexus also won the top spot in luxury car sales in the United States in August, with sales of 29931 vehicles, an increase of 4.6 percent over the same period last year for the second consecutive month. BMW (25505) and Mercedes-Benz (20339) ranked first.

With sales growth, the new Lexus RX went on sale on Sept. 5. It is worth noting that Lexus has also introduced an extended version of the RX 450hL model to domestic sales. The new Lexus RX 450hL will offer six-seat and seven-seat layouts for consumers to choose from.

In addition, the new Lexus MPV model, the LM, which made its debut at this year's Shanghai auto show, is also planned to be launched in China. With the launch of the RX/RXL Chengdu Auto Show and the launch of LM, Lexus still has poor growth potential in the second half of the year and is expected to exceed its sales target of 200000 units.

But then again, the Doctrine of the mean is also one of the labels of Lexus, but there are also many consumers who choose it because of the Doctrine of the mean, without obvious shortcomings, with excellent product reputation and excellent mechanical stability in the industry. are important reasons for users' final choice. So, even if Lexus continues to stick to its original style and doesn't need too radical technological innovation, many users will continue to choose it.

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