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Last month, Lexus suddenly raised the official guide price, leading to a rise in the terminal prices of several models, forcing consumers to raise the price again, spending more money than the original guide price to buy a Lexus. This has led to a collective boycott of Chinese consumers who have paid deposits and are waiting to pick up the car, and many voices have pointed out that the Lexus order will be returned. However, the September sales figures released by Lexus today continued to grow by double digits rather than decrease.

According to the data, Lexus sold 17736 units in China in September, up 10.2% from the same period last year; from January to September this year, cumulative sales were 144590, up 22.8% from the same period last year, of which the cumulative sales of smart hybrid models were 48065, up 31.8% from the same period last year.

One of the major selling points of Lexus is the "price increase". Not only the dealers force the price increase, but also the manufacturers want a share of the price increase, and consumers can only accept it by default. Prospective car owners' collective boycott of price increases continues to ferment online public opinion, but sales do not have much impact, perhaps in response to the netizens' saying "buy a car on your knees". After all, there are not many brands selling cars with price increases this year.

So far, I still see curses from car owners and netizens when I open the official Weibo of Lexus. A Lexus die-hard netizen said, "after booking the car to increase the price, no credit, do not care." Get out of China. " However, in response to the voices of continued complaints from netizens, Lexus did not issue any public statement, and consumers can only pay more to pick up their cars.

On Sept. 11, Lexus officially announced the price increase news, among which three main selling models, ES, NX and UX, increased by 6000 to 15000 yuan, mainly adding configuration and upgrading multimedia system and security system. According to the official website, the starting price of the Lexus model ES rose from 279000 yuan to 290000 yuan, the ES 200and ES 260models rose by 11000 yuan, and the ES 300h rose by 15000 yuan. The rest, including NX, UX and LS models, also increased to varying degrees.

Consumers have long been used to the price increase behavior of dealers. After all, they are willing to fight one by one, but the reason for their collective dissatisfaction is that while many consumers are signing a car purchase contract and paying a deposit, Lexus suddenly announced a price increase and was asked to make up the price difference, otherwise it would not be possible to pick up the car.

Subsequently, a letter of apology signed by Dazhuren, deputy executive general manager of Lexus China, circulated on the Internet, implying that whether consumers accept it or not, the car needs to make up for the price difference. However, the letter of apology was not released on the official channel, and the official did not refute the rumor.

Now it takes about 370000 to pick up a minimum ES 200s, which is unimaginable to many consumers.

Before the contract, after the price increase, the voice of consumer boycott became louder and louder, and some dealers issued a voluntary statement. Jiangsu Zhongjia Lexus said in a statement on September 18 that it would 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 was signed before the price increase.

Lexus China official website customer service also responded to the problems such as the price increase of dealers and the difference between the performance of the contract and the official price increase of dealers. "each Lexus dealer is an independent business entity. Lexus will not interfere with its sales behavior, and manufacturers do not know about it."

After the official price increase, media visited Lexus dealers in recent days, and sales consultants said that if you order the new ES 200s now, you will have to wait until January or February next year to mention the new car, while the 2018 ES models before the official increase have been sold out. The sales consultant also said that it is not a price increase, but an additional 20, 000 yuan of high-quality goods, and if you do not buy high-quality goods, you can also buy an additional extended guarantee package of 22800 yuan.

Price increases, price increases and boycotts, in the end, demand still falls short of demand. perhaps we underestimate the belief of Lei Fan. In addition, many netizens think that Lexus is so arrogant that consumers are used to it and is called "selling cars on their knees." there is also a certain degree of truth in this statement. after all, there are not many brands selling cars at higher prices these days.

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