Why was the Lexus RC discontinued?
2 Answers
Due to poor sales performance, here are the detailed reasons: 1. Lexus stated that the discontinuation of these models was due to their lower sales volume compared to SUV models, which is why even the newly launched Lexus IS will not be available in the European market. 2. The CT, IS, and RC sedans have a long history in the European market, but their sales performance in recent years has been unsatisfactory. Recently, Lexus discontinued the IS/RC/CT models in the European market and will focus more on SUV models. Additionally, the CT model will no longer receive updates, which means there will be no next-generation CT model.
I understand the main reasons for the discontinuation of the Lexus RC are changes in market demand and corporate strategy adjustments. In recent years, overall sales of coupes have declined, with consumers leaning more towards SUVs or electric vehicles. Although the RC, as a sports car, boasts a stunning design and strong driving dynamics, its high price, limited daily practicality, and substantial maintenance costs have been drawbacks. Lexus is likely optimizing its product lineup, focusing resources on best-selling models like the RX SUV and accelerating its electrification process, with new models such as electric coupes potentially replacing the RC. The RC itself has seen few updates over the years, and its technology lags behind competitors like the BMW 4 Series, resulting in insufficient competitiveness. With the market shifting towards more eco-friendly and practical choices, the RC naturally fell out of favor. It's quite a pity for me, as those who have driven it know its outstanding performance, but business decisions must follow trends. The future of the automotive industry is increasingly moving towards electrification, and discontinuing the RC is an inevitable step.
