Lexus push strategy of "low price" could replace domestic production?
This year, the major luxury car companies have resorted to improve localization of cost models, and reserved space for the price. At present, FAW - Volkswagen Audi A6, BMW 5 Series have fallen below the price of 400,000 yuan, while the FAW - Volkswagen Audi A4L, the price of the BMW 3 Series models even close to 25 million. They belong to the luxury brand Lexus, the price advantage is not obvious.
Data show that the first half of this year, Lexus ES, the average monthly sales of 3,000, representing almost half of all Lexus sales, is listed after the new Lexus expects vehicle sales increased to around 4,000 per month. Analysts believe that, in order to leave sales "quagmire", Lexus has actually been its main sales model ES "officer down" significant.
Test case gold Brand
To boost sales, not only the new Lexus ES is defined as a new model, but hopes to build this car is different from other prices concept luxury car brand Lexus. Lexus China, executive vice president Jiang Zhe also said the plot, Lexus IS sales of existing products, the largest system in a car, hoping to boost global sales of the new model Lexus ES, and to improve brand positioning.
However, new embryonic dealers are not optimistic about the market outlook. Lexus dealership said that the current price has shown the normalization of Lexus ES, while prices of other models of luxury brands are falling, new is how to keep the price of the firm and stable in a war Prices happens in the automobile market, is indeed a problem.
In addition, the manufacturers guide price reduction Lexus ES, but also some of the old owners is unacceptable. Owner Sun, said: "At that time the main luxury car Lexus luxury brand, but also has a good maintenance policy, now not only distributors, manufacturers are starting the official price, so I think this brand Gold was once. "
At the same time, the new ES market, positioning the brand Lexus has also questioned. Compared with the luxury car market in China it has been dominated by German luxury cars, Lexus in the brand and sales have been in a state to follow. The industry believes that, after the Lexus in the biggest selling point in the country is the high reliability and exquisite workmanship, the new implementation is by the introduction of small cars low-cost strategy, apparently to please annoying Chinese consumers. However, the brand positioning is hard to guarantee that this will certainly be the biggest challenge Lexus revival of the Chinese market.
Location "stranded" helpless
From the highest growth in 2005 in China, just as now reduced to second camp, Lexus actually experience pain. Lexus in response to domestic issues also said that currently there is still no clear plan. "In a competitive market, only production location will be able to make sales reached substantial success is impossible." Word Zhe Jiang product contained in the new ES when denied the Lexus possible location.
In response, auto analyst Zhang Zhiyong think, Lexus takes to achieve localization, high cost, will become an obstacle in the way of its future development. At present, the domestic car market, luxury brands have managed at national level to reduce manufacturing costs, the passage Hua decade Lexus in the country remains a way to import sales of its models. It is said that the Lexus feels that when annual sales in China increased to well above the 100,000 level above will be considered national. However, current Lexus sales in China, its location will be delayed indefinitely.
Location has not yet been put on the agenda is a major cause of long-term decline in sales of Lexus. At this time, Lexus sales classification in the camp of luxury internal fourth position fell to seventh place. Insiders said that every luxury brand car prices in China have set up factories in the background, a joint venture with the gap in the luxury brand of the quality of imported vehicles is very small, and the configuration of the national vehicle after more plentiful, the price is lower, most When consumers buy 50 million cars have no concept of imported cars.
Zhang Zhiyong believes that Mercedes-Benz, BMW and other luxury brands have a full-line design in China, Jaguar and Land Rover, Infiniti and other luxury brands second-level models have begun production in China. If Lexus announced homemade time, even the identity later, while reducing costs, but it will also help to boost sales. However, if blindly solid step before the brand influence is in decline, sales are bound to be affected.
