Lexus initiative to reduce annual sales target

While the Ashkenazi luxury car has been advancing with great strides, the Japanese luxury car that has been closely chased has had to slow down. Recently, according to domestic media reports, it was learned from relevant sources that Lexus set its sales target for this year to 75,000-80,000 vehicles, which is far below the 100,000 that it had previously proposed. Sales growth of Lexus was sluggish. At the same time, the German luxury car continued its momentum. In July, it once again welcomed sales blowouts. The sales of Audi, BMW, and Mercedes-Benz increased by 30%-40% year-on-year.

Lexus officially entered the Chinese market in 2004 and once became the fastest growing luxury car brand in the Chinese market. Although Lexus was forced to downgrade its sales target from 60,000 to 55,000 in 2011, Lexus seems to see soaring sales in the context of plans to launch 11 new cars in 2012. Sales volume increased by 50% year-on-year to 80,000 vehicles, and in 2013 it will reach 100,000 vehicles. But the result was disappointing. Lexus sold only 64,000 vehicles in 2012.

Although previous Lexus related officials have also stated that the 2013 sales target will not be higher than the 88,000 vehicles established in 2012, but experts analyzed that 75,000-80,000 sales mission descriptions after undergoing market trials last year, Lexus has decided to adjust its brand positioning and is no longer simply pursuing sales growth.

In fact, Japanese luxury car companies including Lexus, Infiniti, and Acura are all in the adjustment phase. Infiniti is preparing for domestic production next year, focusing on building brands and not seeking sales for the time being; Acura is making even greater changes in its mind and wants to get rid of the near-marginal predicament. At the time when the German sales of luxury cars are still increasing substantially, no matter whether it is a passive adjustment or an active change, the Japanese luxury cars that have traditionally been chasing after sales have almost chosen to retreat. This has made the gap even more obvious. The luxury car market The polarization trend has further intensified.

The industry's senior commentator Jia Xinguang believes that since the beginning of this year, Japanese luxury cars led by Lexus and Infiniti have returned to rationality. While cautiously adjusting the pace of the market, deep-rooted brands will become the main source of their competitiveness. "However, the brand's improvement is obviously not an imperative thing. The advantage of the German brand in the luxury car market is difficult to shake." Jia Xinguang said, "The three major luxury car brands in Japan no longer have the opportunity to enter the first tier of luxury cars. Therefore, Lexus, Infiniti and Acura should position themselves as the second echelon, using the brand and product characteristics to grasp certain market segments."