Reinventing misplaced competition, the competitiveness analysis of the new Lexus RX
On the evening of November 12, the new Lexus RX was officially launched in China. The new car, as a replacement model, not only has a significant change in shape compared to the current model, but also the entry-level model has been replaced with a new 2.0T engine. In addition, there are 3.5L V6 + motor-powered models for consumers to choose from. The price range of 8 models is 41.8-86 9,000 yuan.
Model Overview
The most intuitive impression of the new generation RX is its sharper shape and wider body. The length, width and height of the new car are 4890/1895/1689mm, and the wheelbase is 2789mm. Compared with the current new car, the length has increased by 120mm; the width has increased by 10mm; and the wheelbase has increased by 50mm. Therefore, the level of Lexus’s new RX has officially returned to the positioning of medium and large luxury SUVs. The height is slightly reduced, adding a flatter effect.
The new RX adopts a family-style spindle-shaped air intake grille design, and the new car’s headlights and LED daytime running lights are chic in shape, while having a strong brand identity. Like the NX, the new RX has two different styles of appearance design: the ordinary version and the F Sport version. The highlight on the side is the intersection of some lines of the C-pillar, which completely gets rid of the slightly mediocre style of the current car.
In the interior part, the Lexus RX also adopts a new design style, not as radical as the NX. The new style of steering wheel is more luxurious. The new car is equipped with a HUD head-up display system, the center console is equipped with a 12.3-inch display, and the rear passengers can also enjoy the fun of the 11.6-inch display. The addition of a panoramic sunroof also makes the RX closer to Chinese consumers.
In terms of configuration, the new car is equipped with standard LED far and near headlights, LED daytime running lights, headlight level adjustment, rain sensing wipers, automatic sunroof, 8-way electric adjustable front seats, cruise control, one-button start, ion generator, reversing image, 8-inch LCD screen, automatic engine start and stop and other practical configurations, which have greatly improved its competitiveness. In addition, the new car is also equipped with 10 airbags, uphill assistance, stability control programs and other safety equipment.
At the same time, the new generation of RX will be equipped with Lexus’ new generation of active safety technology, Safety System +, which includes an active impact prevention system, lane departure warning system, and multi-set LED automatic adjustment headlights. The detection camera is upgraded to a millimeter-level radar, which can achieve better protection performance. The safety package has also appeared on models such as ES.
In terms of power, the RX200t is equipped with a 2.0T turbocharged engine, with a maximum power of 173kW (235PS) and a peak torque of 350Nm; the RX350 is equipped with a 3.5L V6 naturally aspirated direct injection engine codenamed 2GR-FKS, with a maximum power optimized to 220kW (300PS) and a peak torque of 362Nm. Compared with the current model, there is a slight improvement. The newly matched 8-speed automatic transmission is a highlight, but the RX350 will not be introduced into China for the time being; the RX450h is equipped with a combination of a 3.5L V6 Atkins engine and an electric motor, and the system has a combined maximum power of 230kW (313PS) and a peak torque of 335Nm.
competitor analysis
"Misplaced competition" is the wisdom of Lexus for many years. Whether it is the Lexus NX or the recently launched ES, it is difficult to find a model that can be called a competitor. Of course, the same is true for the Lexus RX this time. In addition to the MKX, the domestic opponent it faces is naturally also facing the pincer attack of BBA medium-sized SUVs and medium-sized SUVs. BMW X5/X3, Mercedes-Benz GLE/GLC, and Audi Q7/Q5 are all strong competitors. And from its positioning, the Q7/X5/GLE will become its most direct competitor.
From the price point of view, the official guide price of Audi Q7 is: 82.80-123 9,800; the official guide price of Mercedes-Benz GLE is: 77.80-105 8,000; the official guide price of BMW X5 is: 75.80-177 3,000. The price range of Lexus 41.8-86 9,000 yuan is undoubtedly more competitive, and its entry-level model price is only half of the three BBA models, which is very attractive.
From the power point of view, the Audi Q7 and Mercedes-Benz GLE only offer 3.0T power options, while the BMW X5 offers 2.0T/3.0T/4.0T options. Although the 2.0T engine on the RX looks much smaller than the opponent’s displacement, it is not too bad from the data point of view. Although it is not a problem to deal with the extra weight of the RX, power is still the weakness of the new RX. However, the RX also has a unique killer of the Lexus family: the hybrid model. The 3.5L V6 + electric motor-powered model it is equipped with will be a clear dislocation competition. Compared with the BBA, Lexus’s hybrid technology is more mature and more widely used.
Summarize:
Although the misplaced Lexus RX is positioned as a medium and large SUV, its overall size does not have an advantage in the same level of models. However, its size and price can indeed provide a new car purchase feasibility for some consumers who are tired of BBA. After all, when it comes to medium and large SUVs of Japanese luxury brands, there is almost no one who can compete with BBA. In addition, with its outstanding price advantage, high cost performance and the maturity of hybrid models, I believe that there is still a foothold for RX in the medium and large SUV market, not to mention grabbing the BBA market, but at least there is no problem in taking a share of the market. As for the later marketing skills, Lexus really needs to work harder.