Today is October 27, and there are still more than 60 days before the end of 2020. Although the sales battle is not over yet, in this year’s environment, brands that can achieve growth as of September are worthy of winning Come and write about it, especially the “alternative” ones.
The brand I want to write about today is Lexus, a Japanese brand that only sells purely imported cars, a luxury brand that sells expensive hybrid cars, and a high-end brand with top-notch prices. brand.
Data statistics show: In September 2020, Lexus sold 200,90 units in a single month, a year-on-year increase of 13.3%, of which 7,464 electrified models were sold, accounting for 37.2% of the sales volume; as of the end of the third quarter, Lexus’ sales in China's cumulative sales volume was 158,439 units, a year-on-year increase of 9.6%, and the sales volume of electrified models was 59,938 units, accounting for 37.8% of the sales volume.
Based on the current average of 20,000 units/month, Lexus is expected to sell approximately 218,000 new cars in 2020, an increase of 8.7% from 200,521 units in 2019.
Given that Cadillac sold 26,000 units in September, I cannot give an accurate answer now. Will Lexus surpass Cadillac this year and become the leader of domestic "second-tier" luxury brands, or even continue to move up? , I can only say that there is a chance.
The future is bright, but the road is tortuous. I think Lexus has several issues that need to be faced head-on, which are also the key to whether it can defend its position and pursue victory.
1. Product updates and additions are slow, especially for SUVs
In May this year, Ted Ogawa, the new CEO of Toyota Motor North America, said in an interview with the foreign media Automotive News, The U.S. luxury car market has become very difficult at present. Many luxury brands rely on large discounts to gain customers. German luxury brands have more products and a faster update rhythm. This makes it difficult for segmented players like Lexus to attract new customers. client. He believes that the premium brand (Lexus) needs to shorten its relatively long cadence.
Ted?Ogawa's ideas are consistent with those of Lexus dealers. Paul LaRochelle, chairman of the Lexus Dealer Advisory Committee, said in an interview that "dealers are eager for major changes in the luxury SUV product line, whether it is new models or major updates to older models such as the LX." He said that the SUV models under the Lexus brand are currently somewhat "outdated."
Except for the UX, which is a new model, the LX-class debuted in 2008, and the GX-class It was launched in 2010 (no longer sold in China), the NX-class was launched in 2014, and the RX-class was launched in 2015. The two main models, NX and RX, have been struggling for 6 and 5 years.
In addition, excluding the discontinued GX class, Lexus only has four SUV models sold in China: UX, NX, RX, and LX, which are far behind its German rivals (PS: excluding new models) For energy products, BMW has seven SUVs from X1 to X7; including the Maybach brand, Mercedes-Benz GXX? SUV lineup has seven products; Audi also has seven products from Q2 to Q8).
Lexus is no match for its German rivals in terms of numbers and lineup.
According to the news currently obtained from the Internet, Lexus is about to launch a new round of product offensive, and new products will be launched in the next five years. Foreign media quoted dealers as saying that Toyota President Akio Toyoda promised in the 2025 plan that there will be at least two to three newly designed models (Lexus) in the next five years, and several new cars will be added every year.
In June 2021, a luxury flagship SUV that will compete with the Porsche Cayenne will be launched, named "LF" (also said to be called "LQ"). It is based on the LS flagship sedan, focusing on luxury and providing V8 power.
In October 2021, the LX-class will complete its product replacement. Its positioning is different from the "LF", with a hard-core luxury style, similar to the Mercedes-Benz G-Class.
In May 2022, the NX-class will complete its replacement. Sharing the TNGA? GA-K chassis with Toyota RAV4, Harrier, and Venza, it will provide a 2.4T engine option. According to Japanese media reports, the new generation NX will appear in Coupe?SUV style, redefining urban SUVs.
In addition to the above three models, Lexus currently has two trademarks registered around the world: BX and TX. The former is a small SUV and the latter is expected to be a replacement for the GX.
A strong product lineup will be the core of Lexus in the next five years.
2. The sedan lineup is weak and in urgent need of reinforcement
Lexus will have a strong SUV lineup in the next five years, but its losses in the sedan field are unknown. Will there be a solution? Now except for the very capable ES-class, the other products still need to be strengthened.
MotorTrend, a world-renowned automotive media, spoke highly of Lexus ES. In their opinion, "The ES-Class is roomy and comfortable, and offers a traditional luxury sedan experience. Despite some infotainment system issues, we appreciate the ES's high value and hybrid power."
"Lexus LS is well-thought-out The interior is as nicely designed as you'd expect, but unfortunately the user interface is distracting and the rear seats aren't as roomy as they should be."
Compared with the ES-Class's high gloss, The performance of the IS-class is very bleak, ranking tied with the Infiniti Q50 at the bottom of the same class. MT commented that the Lexus IS (2.0T version) is slow, has small space, and lacks modern technology. Ride comfort and interior materials are strong points, so unless you fall in love with the styling, try something else in this segment.
MT gave the Genesis G70 the championship in this segment, which is better than the industry benchmark BMW 3 Series. MT believes that in addition to its small space and average fuel efficiency, its excellent driving experience, exquisite design and high cost performance leave a deep impression on people.
Lexus needs a sedan as stunning as the LC, and I hope we get the chance to see it in the next few years.
MT mentioned a key piece of information in the report before the release of the facelifted IS. The new IS is the first Lexus product developed by Toyota Shimoyama Dynamic Driving Test Center. The R&D center is located in the mountainous area outside Toyota City, Japan. A research and development track similar to the Nürburgring.
Lexus has always been loved by people for its high quality and good service, but the market is changing. German competitors have shortened their product update cycles, and only by constantly introducing new products can they accurately capture customers. Lexus, which has been going smoothly, now needs some Lots of good products.
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.