The online car market learned from Jaguar Land Rover dealers that the current Aurora L full series of discounts is about 30%, taking the entry-level model of 389,800 yuan as an example, and the naked car price after the discount is only about 268,000 yuan. Such a price is lower than that of competitive models such as BMW X1 and Mercedes-Benz GLB. However, such a large discount did not bring the desired sales performance, the data shows that the Aurora L only had 1,218 vehicles in November, compared with 7,697 BMW X1s in the same period, which is 6 times more than the Aurora L, and even the low-sound Mercedes-Benz GLB also reached 4,015 vehicles in the same period.
In July this year, Land Rover extended the domestic aurora, and the starting price also rose from 375,800 yuan to 389,800 yuan. In terms of corresponding market performance, the change in the amount of insurance after the aurora is extended is not very obvious, and there is even a slight decline compared with the last two sales months of the old model.
From the product point of view, the size of the Aurora L vehicle is not as large as that of competitive models such as BMW X1 and Mercedes-Benz GLB, and the fuel consumption performance is also slightly inferior. Coupled with the influence of brand factors, this is also the main reason why the sales volume of Aurora L is not high. Subsequently, Aurora L wants to further increase sales and gradually narrow the gap with BMW X1, Mercedes-Benz GLB and other models, and does not rule out that it will continue to increase preferential efforts. For users who are not in a hurry to use the car, it may be more cost-effective to buy it after a while.