Their problem is far from just their BEV offerings. All their products are terrible value (overpriced). The Chinese car market is like JDM in early 1990s, very cheap cars with lots of features and tech due to a very strong supply chain.Who knows what will happen by then, TMC should get its act together or they will lose all of their Chinese sales, which are substantial (was biggest market). So there is hope.
However, they do have to make engineers drive these daily and compare them to good BEV competition. Otherwise nothing will work.
No reasonable person would buy a 170PS ES200 with barebones interior for ¥300k when for the same price you can get a 500PS BEV with 700km range, 36-inch infotainment, onboard refrigerator, soft close doors, panoramic sunroof and a bunch of other features Lexus still don't offer on a $100k product. Just 5 years ago they were charging ¥150k mark-up for a base ES300h and now the ES is a laughing stock. That's well-deserved Karma.
The Chinese car market exposed the inconvenient truth about the global automobile industry: for decades car manufacturers have been fleecing consumers with features with over 1000% profit margin. Heated seats only became standard feature on mainstream cars this decade when they only cost $50 in parts and installation. The so-called "premium packages" and "luxury packages" are just bundles of cheap parts that have been in production for decades (e.g. memory seats were invented in 1950s and produced at mass scale since 1990s). Toyota in recent years have become the worst offender of this trend. Just look at the $9000 Tacoma "TRD Offroad Premium Package", it mostly consists of features that should be free on the standard Tacoma TRD Offroad. And we have Lexus charging $8000 for massage seats and hands-free tailgate.
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