Lexus launched the new GS this year based on the intensive launch of five new cars last year. The launch of several new cars also boosted sales. In June of this year, Lexus sold 8,764 units in China in a single month, a year-on-year increase of 30%. In addition, it was learned from the Lexus official that the cumulative sales in China in June-June was 46,719 units, a year-on-year increase of 27%. This year, Lexus set a sales target of 100,000 units, which has completed 46.7% in the first half of the year, and will fully impact the above targets in the second half of the year.
According to official news, Lexus's new ES sold 19,972 units in the first half of the year, accounting for 43% of sales, which is the main sales force. NX has sold a total of 14,627 units, and the new RX orders totaled 11,033 units. After the new GS was changed, it has become another model with increased sales.
Lexus has a total sales volume of 85,935 units in 2015. To achieve the goal of selling 100,000 units in 2016, it needs to increase by 15% based on its 2015 results, which means that Lexus China’s sales performance will be much higher than 2015. The average increase in the automotive industry is even the average increase in the luxury car market. At the same time, Lexus China will also implement the "Golden Rule" Lexus business rules and further enhance its brand power.
At present, Lexus has 156 dealers in the Chinese market and will reach 165 by the end of the year. Jiang Jizhe, executive vice president of Lexus China, also said: "It is the operating principle that Lexus has always adhered to in terms of focusing on dealer revenue and stable operation." In addition, the Lexus sales channel will sink and expand coverage, and the cost of building a store will be reduced by 75%.
In terms of brand communication, Lexus has always been centered on “ingenuityâ€. In the second half of this year, Lexus will further promote the concept of “service quality promotion, ingenious journey, full-mix technology communication and other marketing activitiesâ€. Next, Lexus concentrated on brand promotion, enhanced product strength and continued to improve dealer profitability, hitting 100,000 sales targets.
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