AutoBeta(AutoBeta.net)09/18 Report--

The Lexus price increase event continued to ferment, and as Lexus officials failed to give consumers a reasonable explanation, dealers could no longer stand it. On September 18, some dealers issued a statement, "perform the contract in accordance with the price agreed in the original contract." the dealer bears the price difference after the increase.

Since the sudden rise in official prices, Chinese consumers who have signed sales contracts waiting to pick up their cars have boycotted the complaints. Lexus did not issue any public explanation for the complaints, and opened the official Weibo comments, and consumers left a torrent of abuse. Some netizens said that Lexus was "unscrupulous and untrustworthy". Today, some netizens left a message, "the price increase is more than 30,000, and the price is also increased by more than 10,000, and do not forget to resolutely boycott Japanese goods on 9.18."

September 18, more than consumer feedback online, some dealers informed the decision to bear the difference in the official sales price of Lexus, continue to perform the original sales contract.

Lexus suddenly raised its price.

On Sept. 11, Lexus officially announced the price increase, with three main selling models, the ES, NX and UX, rising between 6000 and 15000 yuan, mainly involving configuration adjustments, upgrading multimedia systems and security systems. According to the official website, the starting price of the Lexus model ES has been adjusted to 290000 yuan, an increase of 11000 yuan compared with the original guiding price of 279000 yuan, while the ES 300h and UX cars have both increased by 15000 yuan. Others, including NX cars and LS cars, have also increased in varying degrees.

Lexus is used to raising cars in the eyes of consumers, but the reason for their collective dissatisfaction is that while many consumers are signing a purchase contract and paying a deposit, Lexus suddenly announced a price rise. consumers are required to make up the price difference before they can pick up the car.

Dealers have been raising prices for a long time, and suddenly manufacturers have announced a price hike, and now consumers need to spend more than the original price to buy a Lexus.

Take the Lexus ES 200 as an example, many dealers increase the retail price by 30,000 yuan, that is, a price increase in disguise, on the grounds of adding the function of the project. Together with the price increase caused by the manufacturer's addition, the final starting retail price of the ES 200 will reach 320000 yuan, the arrival price may exceed 350000 yuan.

One consumer who ordered the ES 200s said, "the total cost of the car after the price increase is 370000. How can I afford it?" There is not enough power in the heart! " She also said that girls crying on the hood of the car may attract the attention of the relevant departments.

Normal price adjustment belongs to the decision-making of car companies, and there is nothing wrong with it, but when consumers have signed a car purchase contract, paid a deposit, and so on, they suddenly announce a price increase and ask consumers to make up for the price difference. does this behavior violate the spirit of the contract and infringe upon the rights and interests of consumers?

The letter of apology intensifies the contradiction

As the price increase continues to ferment, a letter of apology about the change in delivery time and price has circulated on the Internet. The manufacturer apologizes for the increase in the price of the product upgrade, but has to change the sales price because of the product upgrade. Promise to provide equivalent goods and services. The letter of apology was finally signed by Dazhuren, executive deputy general manager of Lexus.

The implication of this letter is that consumers only need to make up the price difference to pick up the car, whether they accept it or not.

The letter of apology was not found in official channels, but through comments on the official Weibo account of "LEXUS Lexus China", we found that netizens' comments were full of curses, which was also the biggest public opinion crisis in Lexus so far.

Most consumers do not want to be molested by manufacturers in this way. Some netizens mentioned, "it's a pity that such a nice car won't go up by 300000." Some netizens said that Lexus has no integrity to speak of and has signed a contract after the price increase, forcing consumers to increase prices by tens of thousands of yuan, seriously challenging the law and the bottom line of consumers.

Today, some netizens left a message on the official blog on the occasion of 9.18, saying, "the price is increased by more than 30,000, and the price is also increased by more than 10,000. Do not forget to resolutely boycott 9.18 Japanese goods."

It is understood that the pick-up cycle of Lexus generally ranges from three months to half a year. Calculated according to the monthly sales of 16000 units, the price increase storm can involve at most more than 90,000 consumers. Once the authorities do not handle it well, it will lead to the collective withdrawal of consumers, which will not only lead to a sharp drop in sales, but also affect the brand reputation.

The dealer spoke out voluntarily.

After many days of complaints, Lexus has failed to quell the voice of consumer boycott. During this period, many consumers reported that Lexus offered a compensation scheme, including extended coverage and a drawbar box, or in-store consumption coupons, but such a plan was obviously unacceptable to them, and the boycott became louder and louder.

On September 18, some Lexus dealers announced "no price increase" and delivered in accordance with the original contract price.

Jiangsu Zhongjia Lexus 4S store said in a statement today that it will perform the contract in accordance with the price agreed in the original contract and voluntarily bear the difference after the official price increase, provided that the car purchase contract is signed before the price increase.

So far, Lexus Chinese officials have not issued a statement on collective consumer complaints, but some dealers have made "concessions".

Many netizens believe that Lexus is so arrogant that consumers are used to it and is called "selling cars on their knees". Lexus has such a brilliant success in the Chinese market today, thanks to products, word-of-mouth, service, and loyal car owners. However, this sudden price increase has caused collective anger among consumers holding contracts, which runs counter to the brand concept, so how can consumers continue to pursue it?

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat