"Boss, this is the sales of Lexus last month that Mr. Welch just faxed," while handing Chen Geng the sales report of Lexus LS for last month, Kelly Hicks briefly introduced the sales of Lexus LS to Chen Geng: "Last month, our Lexus LS sold a total of 1,779 units, and as of last month, we have sold a total of 16,781 units......"

Speaking of this, Kelly Hicks looked at her boss with admiration: "Now it seems that the sales of our Lexus LS in the first year of its launch will definitely exceed 20,000 units, and if you are optimistic, the 22,000 is not hopeless." ”

A new new luxury brand that competes directly with Cadillac, Lincoln and Mercedes-Benz, before the Lexus LS is officially launched on the market, anyone thinks that the Lexus LS can sell 5,000 units in the first year of the market is already very successful, but who would have thought that the actual situation is far beyond everyone's imagination, the total sales of Lexus LS in the first year are expected to exceed 22,000 units, which is 4.4 times the most optimistic target set before!

The entire group admired Mr. Fernandez's vision and the courage to promote the Lexus brand in the first place.

"1779 cars, good ......"

Chen Geng nodded happily, for this result, he is actually very satisfied, you know, in the original historical time and space, Toyota's Lexus LS in the first year of the market, only achieved a total sales of 11600, and this sales are still Toyota's "mixed with water".

The reason why it is said to be mixed with water is because Toyota did sell 11,600 vehicles in the first year of the Lexus LS on the market, which is true, but this number is not the number of licenses, but the wholesale volume, Toyota sold 11,600 Lexus LS to dealers, but the number of Lexus LS really listed in the US traffic management department is only more than 9,800 units, but Toyota will never say its own Lexus when it is promoted The LS sold just over 9,800 units in its first year on the market (although truth be told, more than 9,800 units for a brand-new premium luxury brand sedan is really impressive), but 11,600 units were sold.

But now......

Chen Geng instructed Kelly Hicks: "Send the sales data of Lexus LS to every 4S store and cooperative dealer, so that everyone can be happy and happy." ”

"Okay. ”

"And ...... Well," Chen Geng thought for a while, and then ordered: "In addition, on the premise of not reducing the terminal price of Lexus LS, if the total sales exceed 25,000 units, Lexus will increase the rebate commission for everyone by another 2 percentage points." ”

The reason why the requirement of "not reducing the terminal price" is added is that Chen Geng is very familiar with the routines of dealers: sometimes, in order to rush sales, they would rather sell cars at a temporary loss.

The reason why they would rather lose money than sell the car is not because these guys are willing to make a loss-making business, but although they have lost a little temporarily, but counting the additional rebates after completing the task, in fact, they are still making money in general, and selling cars at a low price is just a luxury brand like Lincoln and Cadillac that has a wide range of market recognition, and for Lexus, a newly rising brand, the nature is more serious than drinking to quench thirst.

Kelly Hicks understood why her boss would make such a request, if the Lexus LS could sell 25,000 units in the first year of its official launch, the Lexus brand would stand up, she immediately nodded: "Okay boss, I'll notify you immediately, do you have any other instructions?"

There really is.

Chen Geng instructed: "Inform all Lexus dealers and 3S and 4S stores that the development, calibration and testing of ES have been completed, and the company will start publicity and warm-up before listing in the near future. ”

What are you prepared for?

The first is the preparation of the store booth, study how to place the ES show car after the car arrives in the store; the second is to let the store staff and sales consultants prepare for the training time and mental preparation; as for the third point, of course, let the cooperative dealers and the person in charge of the 3S and 4S sales stores make the time preparation and psychological preparation for the test drive in person on the group's side, so that they have a good idea of the new model.

Kelly Hicks answered, making sure that her boss had nothing to order, and then turned away.

........................

Although the Lexus LS has only been on the market for 9 months, several luxury car brands in the US market: Cadillac, Lincoln, Mercedes-Benz and BMW, no one dares to underestimate Lexus, a new raw melon egg - originally everyone thought that this guy was a raw melon egg who didn't know the height of the sky, don't look at the joy of jumping at the beginning, and then the market will educate him that the luxury brand is not so easy to do......

But Nima didn't give Fernandez Chen's bastard a big-eared scraper, but gave himself a big-eared scraper for these guys with their hands in their sleeves, moved a small Maza, and prepared peanuts and melon seeds waiting to see the excitement: the impact of the sharp increase in sales of Lexus LS, Lincoln, Cadillac, Mercedes-Benz and BMW sales have all declined year-on-year and month-on-month to varying degrees, among which Mercedes-Benz has been affected the most, and the year-on-year decline of Mercedes-Benz S-class has exceeded 10% , reaching a horror level of 10.45%!

This raw melon egg is so violent?!

In the first few months, the top luxury brands that thought this situation was normal, after seeing the firm downward curve, could no longer sit still: for any professional manager, sales volume and sales are the iron law to measure their ability to work.

Since the fourth month of the Lexus LS launch, Lincoln, Cadillac, Mercedes-Benz and BMW have launched different marketing and promotion measures, but these measures have proved to be ineffective, sales should still fall, and what is even more terrifying is that the Lexus ES is coming......

When they saw the Lexus ES advertisement, the CEOs of the four major luxury brands instantly realized Chen Geng's sinister intentions: the LS and ES, one of which held high and established its brand image and status, and the other focused on sales, which was responsible for making money to support their families and make a fortune......

"Mike, you know that Fernandez's Lexus is going to have a new car?"

Toms Murphy, the chairman of General Motors, personally called the office of Mike Espy, the president of Cadillac, in a serious tone.

If it's not serious, it's not good, since the two-stirring sticks of AMC and Fernandez Chen came out, AMC's production and sales have been rising, and now they have both exceeded 1.5 million, and they are about to march towards the goal of producing 200 cars per year in the world, and affected by this, General Motors, the big brother in the North American auto market, has now fallen to 1.75 million units per year, and it looks like it is about to be caught up by AMC.

Such a result naturally puts Thomas Murphy under tremendous pressure from the board.

Being caught up means that it has not been caught up after all, and there are reasons to justify it in the face of pressure from the board of directors, but Cadillac is the face and face of General Motors, and if Cadillac's sales are also crushed by Lexus......

Thomas Murphy knew very well that if the situation really came to this point, he would have no second way to go but to roll up and leave.

He didn't mind leaving GM, but he couldn't leave because of failure, so at this moment, even if Mike Espi was the second largest shareholder of the group, he couldn't care about giving the other party.

"Yes, sir, I saw an advertisement for their new car," Mike Espi's expression was equally serious: "I learned a little bit about their car through some channels and relationships. ”

"How?"

"Frankly, it's a good car," says Mike Espi, who doesn't disparage the other party because it's a Cadillac competitor: "It's going to put a lot of pressure on us, plus Fernandez's pricing strategy on the LS ......"

When it comes to the pricing strategy of the Lexus LS, whether it is Toms Murphy or Mike Espie, it is a pain in the brain.

Don't look at AMC and Lexus when they advertised, they said that LS is a car positioned in the same market as Cadillac Fleetwood, Lincoln towncar and Mercedes-Benz S-class, but when it comes to the specific price, Lexus LS is not positioned in the same market as Lincoln towncar, Cadillac Fleetwood and Mercedes-Benz S-class LS is virtually unbeatable in the luxury sedan market.

Maybe you have to say, Chen Geng can set a floor price for the Lexus LS, can't Cadillac, Lincoln and Mercedes-Benz do the same?

Actually, not really.

As for the reason, it is actually very simple, whether it is Cadillac, Lincoln or Mercedes-Benz, they are all old luxury brands with a history of decades.

————————————

PS: Excuse me, brothers, please wait a few minutes.

When it comes to the pricing strategy of the Lexus LS, whether it is Toms Murphy or Mike Espie, it is a pain in the brain.

Don't look at AMC and Lexus when they advertised, they said that LS is a car positioned in the same market as Cadillac Fleetwood, Lincoln towncar and Mercedes-Benz S-class, but when it comes to the specific price, Lexus LS is not positioned in the same market as Lincoln towncar, Cadillac Fleetwood and Mercedes-Benz S-class LS is virtually unbeatable in the luxury sedan market.

Maybe you have to say, Chen Geng can set a floor price for the Lexus LS, can't Cadillac, Lincoln and Mercedes-Benz do the same?

Actually, not really.

As for the reason, it is actually very simple, whether it is Cadillac, Lincoln or Mercedes-Benz, they are all old luxury brands with a history of decades.