At first, the Lexus UX 300e was not in the spotlight.
So much so that a friend suddenly asked me a few days ago, how to choose between the Lexus UX 300e and the Tesla Model 3? I was even surprised by the question.
He mentioned two reasons to consider the Lexus UX 300e:
He doesn’t like to buy “street cars”;
He wants to “please himself”.
He didn’t articulate it so romantically, but the general idea is the same. In his view, the Model 3 belongs to the hardcore engineering arena, with a technological halo that attracts attention. The Lexus UX 300e, on the other hand, is introverted and gentle, with a product that is not ostentatious but always feels like there is a story behind it. He doesn’t like to show off and is happy as long as he’s comfortable.
It sounds reasonable. There should also be a group of users who share his way of thinking.
In the end, I didn’t give this friend a clear recommendation for purchase, but I gave him some of my thoughts and reflections. If you’re also hesitating between the Lexus UX 300e and the Tesla Model 3, after reading this article, you may have some answers.
It’s not just about Tesla
At the beginning of May, the domestic Model 3’s price was reduced. I posted a message on my friend circle saying “A 270,000 yuan Tesla, there is almost no opponent for its sales”. The message implies two things:
Firstly, its “sales” – from the absolute number perspective, in the short-term Tesla’s Model 3 dominates China’s pure electric vehicle sales, and it’s a high probability event;
Secondly, it’s “almost” – it has almost no rivals, but it’s not flawless.
“Sales” is a double-edged sword. Companies hope to have higher sales, but consumers don’t necessarily see it that way. In the era of personalized consumption, when a product becomes too mainstream, many people will choose to exclude it, especially young people.
Therefore, in the field of pure electric vehicles in China, although Tesla is dominant, the market will also accommodate and need other brands, such as NIO, XPeng, WM Motor, Audi, Mercedes-Benz, BMW.
Of course, it could also be Lexus.
In my opinion, the core competitiveness of the Lexus UX 300e is not only based on data, but that does not mean its product power is weak. Let’s take two more intuitive examples.
First, design.
The design of the Lexus UX 300e inherits the family design elements, such as the spindle-shaped grille, L-shaped daytime running lights, and sharp body lines. Whether it is good or not, it is a matter of personal preference. In my opinion, the UX 300e and Model 3 have their own features, neither superior nor inferior. Especially after hiring Wang Junkai as the spokesperson, many users will feel that this car has a youthful vibe.
Second, the quality.
Let me tell you a story. Last year, a new car company brought a Lexus NX and a Model X for comparison. Two media friends of mine tried the Model X and then the Lexus NX, and they both said almost at the same time, “This is a car”! I debated with them for half a day, saying that the interior of the Model X was very cool, and they replied, “It feels like sitting in a big box.”
Now let’s talk about the Lexus UX 300e. Although I haven’t driven it yet, its interior design continues the UX series, and some small details easily reveal its texture.
For example, the introduction of the “YUAN Side” concept and the application of paper texture decoration, as well as the design of the electronic shift lever, the combination of stitched leather and matte chrome, give the feeling of pure metal wrapped in leather. If you actually sit in the Lexus UX 300e and Model 3, you should be able to feel the luxury of the UX 300e quickly.
Range is not the only factor
Some people will definitely say that the range of the Lexus UX 300e is average.
This cannot be avoided. The NEDC comprehensive range of the Lexus UX 300e is 400 km, which is inferior to the standard version of the Tesla Model 3’s 455 km range.
I often chat with friends about this issue, it depends on user needs and specific usage scenarios.
Take me as an example, in Beijing, first of all, commuting is the main use, traveling 50 km back and forth every day, and 400 km is enough for a week. Secondly, there are short-distance trips, such as from Beijing to Langfang or Tianjin, which generally do not exceed 300 km. If it’s a long-distance trip of more than 400 km, I usually take the high-speed rail or plane, as driving is too tiring. Therefore, the range of the Lexus UX 300e is enough for me.
Compared with range, the safety performance of pure electric vehicles is more worthy of attention. I remember chatting with a friend in the auto industry earlier, who had bought the imported version of the Model 3 very early on. Originally, when he went out to fast charge, he would often rest in the car, but after a few spontaneous combustion accidents, he dare not do so anymore.
Safety always comes first. Lexus has always been known for its low failure rate and high reliability, whether it’s traditional fuel vehicles, or hybrid models with 15 years of technical accumulation. There is no reason not to cherish their own gold standards in the pure electric UX 300e.
In terms of actual technology, the UX 300e achieves triple monitoring of the battery core, battery module, and entire battery pack through voltage sensors, monitoring the temperature of the battery core and minimizing the safety risks that may be caused by the battery’s own functions. The battery cooling system cooperates with the air conditioning system to achieve stable battery output.
The soul-searching of price
Talking about this, there must be a “soul-searching” question: the Lexus UX 300e is expensive!
The Model 3 costs only 270,000 yuan after subsidies, and the XPeng P7 with a range of over 700 kilometers also costs 270,000 yuan, while the Lexus UX 300e costs more than 300,000 yuan.
Indeed, the Lexus UX 300e is more expensive, especially after the precise price reduction of the Model 3 with subsidies. However, there are still several factors that need to be considered as a whole:
First, the imported status: The Lexus UX 300e is a pure imported product.
Second, the service system: Lexus has more than 200 after-sales service network dealerships, while Tesla has only more than 50 maintenance outlets.
Third, a free charging pile: Lexus will provide and install a free charging pile for the first UX 300e car owner, and there are dedicated parking and charging spaces at airports, high-speed rail stations, and other places.
Fourth, financial policies: There are a variety of financial programs such as 15% down payment, 0 interest rate for 2 years, and 0 monthly payment. There are also residual value guaranteed leasing programs, with a large selection space.
More importantly, at this level, people who like Nike shoes will not be tempted to buy cheaper Adidas shoes, nor will they buy more An Taishoes because they have two more air cushions and are cheaper. We need to continue to talk about it.
The soul behind the product
Regardless of the product, the higher-end it goes, the comparison is not the product itself.
Recently, I chatted with a sales friend of Ferrari. She said that customers who come to buy Ferrari basically won’t ask about the parameters of the product. They like the product, the company behind it, and the culture reflected by the company.
In the luxury car market, it is also the same. When consumers choose a product, rational comparison is important at the rational level, but the final kick before making a decision is often the emotional factor. The dominant factor of emotional choice is often the empathy between the brand and the user.
They are all good products, just suitable for different users.
For example, Tesla, you will fall in love with its coolness, and driving the Model 3 will seem to have some geek spirit, looking up at the universe and pointing to Mars.
For example, Lexus, you will fall in love with its depth, knowing about life, not showing off, but inner warmth and enthusiasm, and always burning a small flame to explore life.The sense of brand identity is accumulated gradually.
In Lexus’ brand philosophy, “warmth” and “precipitation” are keywords that correspond to “humanism” and “craftsman spirit”, respectively.
The so-called “humanism” is centered on people. The core reason for Tesla’s sales dropping to just over 4,000 vehicles in April is due to the constantly changing prices, chip downgrades, and other events that have led to mistrust and unpleasant buying experiences for their users. However, NIO ES6’s sales increase in April has hit this pain point. Lexus will also do the same.
In recent years, there has been much discussion about the “craftsman spirit”, which is commonly found in Japanese brands. Lexus is a typical representative, using their heart to do a good job. For instance, the electronic shift lever designed with stitched leather and matte chrome, as well as other product details. A user who has experienced a Lexus car will quickly understand.
Therefore, in 2019, when most luxury car companies were struggling, Lexus achieved growth through pure imports, with their brand power being the core reason in addition to the product itself.
Who Will Become Fans
As time goes by, future user demands for car products will likely be simplified into two categories:
Firstly, pure travel needs. This type of demand only requires transportation from point A to point B, without even needing to own a vehicle.
Secondly, a vital part of life. Buy a car that can bring you spiritual satisfaction, not just a car.
According to Lexus’ plan, the UX 300e is the starting point of electrification. In the next 3-5 years, Lexus will launch their first plug-in hybrid electric vehicle (PHEV) model, and there will be a new pure electric vehicle platform in use.
Not only Lexus, but also Tesla, BMW, Audi, Mercedes-Benz, and NIO, along with other brands, have specific electrification product plans. From the development trend, the products and technology of these brands in the same dimension will not differ too much in the end. It’s just a matter of emphasis at different times. In contrast, the brand image behind the product will be very different.
Therefore, just like how Tesla has its own fans, those who were Lexus fans in the era of gasoline cars will likely be fans for the same reasons in the era of electrification.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.