Lexus is hot on the search for ＂bad habits＂. How can we talk about fare increase under the tide of price war？

Recently, due to the "bad habits" of fare increase, it was on the hot search. Strictly speaking, it is based on the phrase "You put on a case" by the female manager of Lexus 4S store! Success has caused Lexus to fall into the storm of public opinion, which has aroused widespread concern in society. Next, follow the owner to find out!

This is the case. On January 16th, Mr. Wang booked the latest Lexus GX550 model at the price of 931,873 yuan in Zhongsheng Lexus 4S shop in Haikou, and paid a deposit of 50,000 yuan. According to the car purchase intention contract, a special car allocation was agreed, and the time for picking up the car was stipulated before May 10th. However, on the afternoon of the delivery of the deposit, Mr. Wang received a phone call from the 4S shop, saying that an additional service fee of 100,000 yuan was needed to pick up the car as scheduled, so Mr. Wang immediately communicated with the 4S shop, but ultimately failed to reach an agreement.

Subsequently, Mr. Wang complained to the relevant departments, and Haikou Municipal Bureau of Commerce, together with the market supervision and management department, went to the store to talk about the relevant person in charge on suspicion of violating the price law. However, the relevant person in charge of the 4S shop has always been tough and bluntly said, "Then you can file a case!" Therefore, Haikou Municipal Market Supervision Administration received relevant clues from Haikou Municipal Bureau of Commerce and conducted relevant investigations on the 4S store.

However, the Lexus-related staff member soon "wishes come true". On March 12th, Haikou Zhongsheng Lexus Sales & Service Co., Ltd. issued an apology statement about the "extra-price fare increase" incident: Our company neglected the management and training of staff service process and service quality, which led to the occurrence of this incident. The management of our company has deeply realized the seriousness of the problem and deeply blamed itself. After discussion, our company decided to expel the customer service manager who made inappropriate remarks in this incident and caused bad experiences to consumers.

In this regard, the staff of the Haikou Municipal Bureau of Commerce and the market supervision and management department pointed out that according to the relevant provisions of the Price Law of People’s Republic of China (PRC) and the Measures for the Administration of Automobile Sales, automobile dealers should clearly state the prices of automobiles, accessories and other related products and the charging standards for various services in an appropriate way in the business field, and they are not allowed to increase sales or charge extra fees beyond the marked price.

In addition, according to the staff of the Consumer Rights Protection Section of Haikou Municipal Market Supervision Bureau, the so-called "value-added service fee" required to be charged must be clearly marked and publicized to consumers in advance. In the car purchase intention contract signed by Mr. Wang and 4S shop, there is no mention of the terms of additional fare increase. After the deposit was paid, the 4S shop suddenly asked for an additional service fee of 100,000 yuan, which is obviously a breach of contract. Moreover, the car purchase intention contract is a legal document agreed by both parties, and neither party should modify the contents of the contract without authorization, let alone charge extra fees on this ground.

Hot-selling models offer a maximum discount of 60 thousand, and the "king of fare increase" is not what it used to be

As soon as the incident of the Lexus 4S store in Hainan came out, the owner specially visited several Lexus dealers to see what the current terminal market is like.

When the owner asked about his intention to order a new generation, the sales seemed to feel a little nervous, showing the feeling of avoiding talking about it. He said: There are no cars in the store at present in Beijing, so you can wait. If you are really interested in buying, you can pay the intention money of 10,000 yuan, but we can’t guarantee you the specific purchase amount and delivery time. Otherwise, you can look at other models in the store first, and now the discount is more abundant.

Later, after communicating with sales, the owner of the hall learned that at present, the main sales model ES of Lexus has a comprehensive discount of about 60,000 yuan, and there are enough cars in the store; At the same time, RX, which has been listed in Lian Gang for about one year, now has a maximum discount of about 40,000 yuan. During the conversation, the owner seemed to feel the helplessness of the sales staff, and they completely avoided talking about the incident in Hainan. This also shows that what happened in Hainan 4S shop has had a great impact on Lexus.

The transformation of electric power is slow and quality problems are frequent, and the performance of "the king of fare increase" is stalled.

Lexus is often promoted by its "ingenious quality", which is loved by many domestic consumers. Its hot-selling models are often hard to find, and even have to increase the price to pick up the car … But today is different, why has Lexus become like this?

At present, there are only three new energy vehicles under the Lexus brand, namely RX New Energy (plug-in hybrid), NX New Energy (plug-in hybrid) and RZ (). Someone in the industry once bluntly said, "The deeper reason for the decline in Lexus sales in China may be that under the new energy wave, in the face of the fierce brands such as Wei Xiaoli, and compared with brands such as,, and second-line luxury, its electrification transformation is relatively slow and it has not been able to launch products with sufficient competitiveness." Therefore, the market competition is gradually intensifying, and Lexus seems to be a little overwhelmed.

In addition, Lexus has always been known for its "reliable and durable quality", which has left a reliable impression on people. However, in recent years, Lexus has experienced a decline in quality. According to the statistics of the automobile quality complaint platform, in 2023, Lexus has recalled more than 50,000 problematic vehicles due to quality problems. In addition to the recall, the complaint index of Lexus on relevant complaint websites also rose by nearly 1.5 times in 2023, and indeed such complaint cases abound.

(The above picture is from the Internet)

One of the car owners complained that "the leather surface of the steering wheel was foamed in the vehicle purchased in August 2020, and the inner bone of the steering wheel was separated from the outer skin, which was a serious quality problem. I hope the manufacturer can replace the steering wheel. It has already complained online once, but the dealer’s 4S shop can not handle it, which now leads to a bigger quality problem. "

The brand that originally took "ingenuity quality" as its core, now it does not check and do nothing in terms of automobile quality, constantly challenging consumers’ trust in the brand. As a result, more and more consumers don’t buy it, so Lexus’s performance began to stall gradually, showing its decline.

It is true that, for luxury brands, there has always been a hidden rule of "raising the price to pick up the car". Faced with the increasingly involved domestic automobile market, all major companies are also trying to lower the terminal price of their products. Only Lexus chose to do the opposite and insisted on the principle of raising the price after the owner paid the deposit, which not only seriously damaged the brand reputation, but also made many consumers feel chilling.