The luxury DS 7 Crossback is three times more popular than the most popular Lexus RX?

DS 7 Crossback is a luxury SUV from DS Automobiles which is very popular in Europe. Although brands like Audi, BMW and Mercedes dominate in the Old Continent, DS Automobiles is doing very well and the most popular model is the SUV, DS 7 Crossback.

Although the DS 7 Crossback is selling very well, the Japanese Lexus brand cannot penetrate Europe. Recently, news appeared in the media that its most popular model is the Lexus RX. “It is not only the best-selling SUV. It is also the Lexus model of all time,” one can read in the brand’s advertisement.

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However, the situation is completely different when we look at the sales results in Europe. If you compare the sales numbers of DS 7 and Lexus RX, you can see that DS Automobiles sells three times more DS 7 Crossbacks than Lexus RX.

Every year, month after month, DS 7 gets 3-4 times more customers than Lexus.

DS 7 and DS Automobiles vs. Lexus RX – 2022 sales in Europe

2022	DS 7 Crossback (sztuk)	Lexus RX (pcs)
January	1.195	332
February	1.334	356
March	1.703	666
April	1.852	442
Maj	1.924	460
June	1.923	532

And how did it look in previous years?

Lata	DS 7 Crossback (sztuk)	Lexus RX (sztyk)
2021	24.529	5.347
2020	24.087	5.556
2019	27.940	6.805
2018	18.566	7.193

As you can see from the list above, in 2020 and 2021 the Lexus RX got up to five times fewer customers in Europe than the DS 7 Crossback.

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Lexus is also perhaps unlucky with its advertising message. Recently, it tried to imitate and copy DS Automobiles, using words in advertisements that its cars are avant-garde. Today, he has abandoned this strategy, which is clearly not working, talking about elitism. However, sales results show that this Japanese avant-garde or elitism does not convince European customers, who prefer to choose something that suits the local taste – and DS Automobiles, despite the dominance of German rivals, can find a large market for itself.

There is a very interesting situation in Germany, because the luxury compact DS 4 produced there receives excellent reviews from the press, which is very good for a French brand in such a tough market. Germans are increasingly willing to buy cars from DS Automobiles, appreciating design bordering on art, fine finishing materials and, finally, very rich materials. DS 4 is rated better than Audi A3 or BMW 1, which it competes with – even by German journalists. Of course, this does not mean that everything is better, the DS needs, among others: more powerful drives, but it does well and looks like it will be another success.

And statistics show that Europe prefers the avant-garde spirit of DS 7 to the Japanese, high-tech and soulless cars from Lexus.

data source: Car Sales Base Europe