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Lexus Finds Its Opposite Way in China

By Tiger Ruan  From Gasgoo.comFebruary 21, 2014

On Feb 12, Toyota announce to recall 1.9 million 3rd generation Prius hybrid power model. Discussion about hybrid power makes a great clamor around at that moment.

As the most sold luxury automobile brand, Lexus has not changed its decision for hybrid power automobile segment market development.

“Lexus want to improve its hybrid power automobile sales to 30%.” Lexus told reporter on Feb 14.

Lexus has experienced sales decline in the first half year of 2013, but finally makes 14% growth to 72 thousand sales by successfully hybrid automobile marketing. Hybrid car sales are more than expectation at the beginning of 2013, which takes 27% of total sales.

Before pure electronic period come, hybrid power becomes the most attractive point of Lexus.

As the second tier leader of luxury brand, Lexus has a satisfied result for the last 2013. Kiyotaka Ise says on public that Lexus has made more than 520 thousand sales around the world up to Dec 24, 2013, which has increased 4.6% over last year did. It is the best record since Toyota initialing its luxury car business, and exceeds 518 thousand records.

According to Lexus China statistics, the brand has sold 73 thousand in Chinese market, which has increased 14%. Hybrid cars take more than 20 thousand, and grow up to 43%. Hybrid car sales take 27% of entire sales of 2013. On Feb 14, as reporter know from Lexus China that the brand wants to improve its hybrid car sales further to 30%.

Insider believes that Lexus is always leading the second tier luxury automobiles sales. But China made product line shortage makes Lexus struggling competition with Germany top 3 brands. Therefore, Lexus finds its own way in China, which prefers hybrid products marketing and advancing.

“We shall advance Lexus hybrid products with experience marketing method again this year. Year 2012 is our initial year, and 2013 is our population year. Lexus promotes hybridautomobile sales in China by series of test driving, tutorial and offline experience.”Insider of Lexus tells reporter “according to relative statistics, consumer realization of hybridimprove from 83% of 2012 to 92% of 2013.”

This year, Lexus will introduce another new hybrid car GS300h into Chinese market. The car is not only the 6th pure hybrid car in China, but also is the test for the next generation product development.


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