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Last year's Shanghai auto show brought LM, the flagship, with an official starting price of 1.166 million yuan. Friends who are familiar with Lexus must know that this popular "Lexus" can't be sold without price increase. As for the amount of increase, it really depends on the relationship between supply and demand. Recently, a quotation from a parallel car manufacturer was posted on the Internet. Among them, the price of LM model with low configuration was increased by 620000, and that of LM model with high configuration was increased by 798000. (the red stroke may mean that there is no car available, and the price is still rising.) when talking about the sensitive topic of price increase, many people say that Lexus looks ugly, but is it true? Lexus has to raise prices? Maybe it's too low to be self media now. Many unknown netizens will be taken off the beat and think that as long as it's a Lexus car, it will have to be sold at a higher price. But to be honest, it depends on the specific model. The author visited a dealer in Guangzhou two days ago. At present, the cars that need to be increased in price are mainly es, RX and LM. Of course, this does not mean that all models of this car series need to be increased in price. For example, RX300 needs to be equipped with high-quality products to pick up the car (that is, to increase the price), while rx450h does not need to be equipped with high-quality products, and there is a cash discount. In addition, NX, UX, CT and ls are basically free of price increase (some configuration versions have cash discount). The staff at the 4S shop on the spot also said that because of the impact of the epidemic, those models that need to be equipped with high-quality products to pick up the car can still "sit down and talk slowly", that is to say, the current Lexus can't pick up the car at a certain price. Why does it have a base for price increase? As the largest auto market in the world, the sales volume of China's auto market has declined for the second consecutive year. Of course, the same situation exists in the United States, Japan and the United Kingdom. In such a depressed environment, why does Lexus need to raise the price to pick up the car? We try to find the answer from the supply-demand relationship first. External cause: there are only five Lexus factories in the world with long-term imbalance between supply and demand. Two factories in Canada and the United States mainly serve the North American market, while most models sold to Asia are produced in Kyushu factory in Japan. Obviously, the capacity of one factory cannot meet the demand of so many markets. In addition, Lexus is still a brand rising against the trend in the global car market. According to the data of 2019, global sales of Lexus in the first half of 19 increased by 10% compared with the same period last year, while domestic sales increased by 36% compared with the same period last year. Originally, it was on the verge of short supply. Now the market demand is still growing, so it's natural for us to raise the price and pick up the car. Of course, the imbalance between supply and demand in the final analysis is the rising sales of Lexus, so why can Lexus still rise against the trend in the global car market downturn? Internal cause: 1. Brand word-of-mouth data, international well-known survey agency J.D Every year, power publishes a U.S. automobile reliability survey report, which mainly focuses on the statistics of the problems of the consumers who own automobiles and have entered the third year in the past 12 months. The lower the value of the statistical results, the more reliable the brand is, while Lexus has been ranked first for eight consecutive years. If you don't think the data reliability of the survey organization is high, you can take a look at those used Lexus cars. After all, the second-hand market won't lie. It's just a matter of whether a car looks good or not. (the maintenance rate of Lexus model will be significantly higher than that of BBA model in the same period.) 2. Many people have concerns about the vehicle cost before buying a luxury car. For a 300000 class BBA model, a regular minor maintenance is about 1000 yuan. If you add the items that need to be added for major maintenance, the vehicle cost in that six years is about 20000-30000 yuan. Looking at Lexus, it provides 4-year / 100000 km (fuel oil) and 6-year / 150000 km (hybrid) free maintenance services in the domestic market, which is not only limited to three filters, engine oil, brake skin / disc, spark plug and other consumables, but also includes the labor cost, so it really achieves zero cost car maintenance. What's interesting is that the 20000-30000 yuan saved in the car maintenance process is just enough to match the price of Lexus plus (es for example). Since the cost of buying a car has been basically offset, and considering that Lexus's maintenance rate has always been ahead of other luxury brands, after a lot of careful calculation, you will even have to increase the price to buy Lexus without losing this feeling... 3. "Almost no" direct competitors. If you carefully study the positioning of Lexus model, you will find that it has a misplaced competition relationship with the corresponding model of BBA. Let's take es as an example. Considering that ES doesn't "pull leather" (lengthen), we first compare it with the 3 series standard axis and the C-class standard axis. From the data, we can see that ES is more advantageous in size. If you want to spend about 300000 yuan to buy a "original" luxury car, then es can be the one with the largest size. Of course, if you compare the long axle version of BMW 3 series, Mercedes Benz C-class and ES, though es does not have an advantage in size (especially the wheelbase is a large part behind), it is also an imported car, and other competitors are all, and ES has the option of oil electric hybrid version, which is significantly ahead of the other two in fuel economy. This seemingly high-end but not low-end positioning is exactly where Lexus models attract consumers. If you want to buy an imported luxury car with enough space, comfort and worry free, is there any cheaper option than Lexus? I'm afraid not. Finally, some people may say, "isn't es the shell changing car? Isn't NX the case changer of RAV4? " I don't know if they're playing dumb or really stupid.