Text: Xiao Yuan
Recently, with the sharp rise in international oil prices, domestic refined oil prices have been greatly affected. It has reached the end of December, and the 25th oil price adjustment of the year will be carried out at the end of this month. Regrettably, a new round of oil prices reversed the previous rare downward trend and resumed the upward momentum. Statistics down, this year's refined oil prices rose 14 times, only fell 6 times, according to the current trend, the end of the month is likely to usher in the 15th oil price increase.
The total increase in price increase and price reduction is 1345 yuan / ton, which is 1 yuan more expensive per liter compared with the beginning of the year, and if you want to add 50 liters of oil, you will have to spend 50 yuan more. Faced with oil prices that are highly likely to continue to rise at the end of the year, people who drive cars are probably the most distressed. But nowadays, people who promote carbon reduction and energy saving will not have such distress for those who drive electric vehicles. Moreover, according to the statistics of the China Association of Automobile Manufacturers, the overall pressure on global automobile production and sales in November is still very large, and among the 14 countries, only the United Kingdom and Norway have achieved year-on-year growth. However, the production and sales trend of the global electric vehicle market is contrary to the overall automobile market, and the sales volume shows a growth trend year-on-year and month-on-month.
Among them, China, as the world's largest single market for electric vehicles, the production and sales of electric vehicles reached a new high, reaching 457,000 and 450,000 vehicles respectively, an increase of 1.3 times and 1.2 times respectively year-on-year. Moreover, the penetration rate of new energy vehicles in the automotive industry is as high as 17.8%, which is enough to see that consumers' acceptance of new energy vehicles is getting higher and higher, and it is no longer the "old scooter" in people's eyes. But some people buy cars just as a means of transportation, while others buy cars as status symbols. In the past, Land Rover was a symbol of the rich and entrepreneurial.
Although the car is only a means of transportation, due to the different car brands, for some people with weak economic ability, the car is a means of transportation, but for some people with stronger economic strength, they tend to choose some luxury cars as their status symbols. After all, luxury cars can always attract a lot of people's attention, and Land Rover's advertising in our country is also very superior and luxurious.
At present, this glory of Land Rover can no longer be sustained. When Land Rover first came to China, it took several years to make itself popular in China in order to find the right path. Since the brand car is positioned as a luxury car, the price is also "luxury" unmanned, and there are still countless people competing to buy. But today's Land Rover has lost tens of billions of dollars in 3 years, and the glory of selling up to 140,000 vehicles a year has ceased to exist, and even faces bankruptcy.
According to relevant data, the jaguar Land Rover, which is favored by the public, sold only 92,000 units from July to September this year. Compared to the same period last year, it was down 18.4%. Revenue of only £3.9 billion also lost £302 million, or about 2.63 billion yuan. In fact, jaguar Land Rover entered the domestic market as early as 2004. In China's automotive industry is the time to enter the day, the development trend can not be described as bad.
In particular, the broadcast of the TV series "Snail House" has further improved the popularity of Land Rover in china's market, followed by the launch of a series of marketing methods, Land Rover with its aristocratic appearance in the domestic market more and more popular. Even Land Rover's cheapest cars exceed 500,000, but they are still highly sought after by car enthusiasts.
After the establishment of Chery Jaguar Land Rover in 2012, Jaguar Land Rover's sales in the Chinese market have entered a new stage of development, and successively launched domestic models such as Range Rover Evoque, Jaguar XFL, and Jaguar XEL. In 2014, Land Rover's sales soared to 122,000 units, becoming the fourth luxury car brand after the BBA to exceed the 100,000 units mark annually.
Tata Motors injected £4.5 billion in 2018 to save Land Rover. However, Land Rover's decline was still irretrievable, losing £36; in 2019, it still lost £422 million; in 2020, it lost another £501 million. In fact, after Tata acquired Land Rover, Land Rover's fortunes were tossed and turned.
When Land Rover first came to China, it did rely on the gimmick of "royal aristocratic cars" to sell millions of cars. But millions of cars, ordinary people are difficult to support, rich people generally only buy one. After the emergence of other more advantageous luxury cars, Land Rover undoubtedly lost its competitive advantage, after all, everyone is a luxury car, who is not driving? The £4.5 billion injection is destined to be exhausted.
As for this year's loss, Land Rover said it was because of the epidemic and chips. In fact, since the outbreak of the epidemic, the entire automotive industry has been very difficult to develop under the premise of the epidemic and chip shortage. It's not just Land Rover that's affected, however, in addition to these external factors, Land Rover's decline from Volkswagen's favorite luxury cars is not entirely affected by the outside world, there are other reasons.
Jaguar Land Rover was originally one of Ford's brands in the United States. Later, Tata Motors acquired it in India for $2.3 billion. After Tata completed its acquisition of Jaguar Land Rover, it did not accurately position Land Rover's brand value. If it weren't for Land Rover's initial prosperity in the Chinese market, it wouldn't have survived for so long.
Land Rover is already a luxury car, and its positioning is also a high-end off-road vehicle, but if Tata intends to make it a big brand off-road vehicle, it must consider performance issues. Now Land Rover's performance in all aspects is not very outstanding, so it loses its competitive advantage. Especially in China, there have been many good cars of the same price, and with more choices, Land Rover has no high-end advantage. Over time, it will naturally be eliminated by the market.
It can be said that Land Rover has fallen into a situation of continuous losses for many years is not without reason. In contrast, according to the statistics of the China Association of Automobile Manufacturers, from January to November this year, only the top 10 companies in automobile sales sold 20.198 million vehicles, accounting for 86.0% of the total automobile sales. It can be seen that China is not without an automobile market, and what is the road for Land Rover in the future, what do you think will happen?