Australia's "Lexus" Fights Back Against the Rise of Chinese Automakers
As reported by Japan's Asian Economic News on May 28: With the rapid rise of Chinese new auto brands, Toyota's luxury brand "Lexus" in the Australian market is facing strong competition from BYD's "Denza" and Geely's "Lynk & Co."
Recently, to enhance customer experience and protect brand loyalty, Lexus has introduced new policies in Australia, focusing more on service improvements in warranty and maintenance networks rather than solely competing on sales.
Lexus has launched a new initiative in Australia called "Lexus Encore," featuring a five-year unlimited-mileage warranty and three years of free towing services. It also shares Toyota’s parts supply network, aiming to create a true sense of a luxury brand.
According to data on new car sales in Australia, Lexus has sold 3,914 units this year through 2026, surpassing Lynk & Co.'s 2,838 units and Denza's 1,131 units.
However, competition is fiercer in the mid-to-large SUV and MPV segments, where Chinese automakers have shown particularly strong performance.
This pressure has forced Lexus to reduce the price of its electric SUV "RZ" flagship model to AUD 36,559 (approximately JPY 4.17 million), while the sport-luxury version has been lowered to AUD 42,059.
In addition to price cuts, battery capacity has been expanded, driving range improved, motor output increased, and home charging performance enhanced.
Due to intense competition from affordable electric vehicles such as the U.S. Tesla Model Y and the new Lynk & Co. SUV 7X, sales of the RZ are expected to see little growth this year.
Original article: toutiao.com/article/1866441605868555/
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