Land Rover has been officially introduced to the Chinese market for more than a decade, but now the situation is somewhat awkward, it can be said that it is a double heaven of ice and fire.
As the flagship product of the brand, range rover in the top luxury car market has always been not worried about selling, some time ago a new generation of range rover opened pre-sale, the price relative to the old version of the same displacement has more than 100,000 rise, and even to increase the price of the car, but aurora, found that these models are in the price reduction sales.
Once found that the third generation and fourth generation models can be called the benchmark models in luxury SUVs, the official guidance price of the discovery 4 once reached a high price of 1.338 million, and even needed to increase the price by more than 100,000 to queue up to pick up the car, which overshadowed the Audi Q7 that was on fire at that time.
But now the new generation of discovery 5 prices down to 68.98-83.78 million range, the terminal even has 8-100,000 or so discounts, the starting price fell to 606,000 yuan, such a large price reduction did not bring excellent sales.
Judging from the data of the car 300 used car, in the past year, it has been found that the monthly sales of this car have not exceeded 1,000 units, and since October last year, it has dropped sharply, with only more than 200 monthly sales in the past 3 months, and 250 units sold in January.
One of the reasons why it was originally a classic model in the hardcore off-road field, but it fell to the altar after the replacement in 2017, is that the style of the new car has changed dramatically. The old model found that it has excellent off-road ability, coupled with the classic square shape, so it is deeply rooted in the hearts of the people.
After the replacement, the appearance and interior design found have been optimized, but they have lost the domineering spirit of the hardcore off-road, integrated into the family design, and become an urban SUV, which makes many hard-riding off-road fans feel very sorry.
The front face grille is matched with a matrix headlight group, which still looks powerful, but the lines are softer and the overall shape is more refined.
The interior has also been redesigned, the center console is embedded in an 11.4-inch touch LCD screen, the dashboard is a 12.3-inch full LCD instrument, the steering wheel adopts a similar shape to the Guard, the above function buttons will light up after starting, and the overall interior of the car shows a good sense of technology.
In terms of body dimensions, it is 4956/2073/1888 mm in length, width and height, and wheelbase is 2923 mm.
In terms of riding space, the second row of seating space found is very generous, the cushions are also very thick, and the lateral and leg support is strengthened, and the riding comfort is good, but the third row space is slightly cramped.
Powered, the 2.0T and 3.0T+48V hybrid powertrains are loaded, with a maximum power of 300 hp and 360 hp, a peak torque of 400 Nm and 500 Nm, respectively, and the drivetrain is matched with an 8-speed automatic transmission.
In addition, it was found that with a variety of driving modes, coupled with the blessing of full-time four-wheel drive and air suspension, it can maintain a calm and comfortable riding experience in all road conditions.
On the whole, the new generation still has good strength, but the shortcomings are also obvious.
The first is the poor performance of the third row of space, and secondly, as an imported luxury SUV, the maintenance costs found are still relatively expensive. Consumers who demand 7-seater SUVs may be more inclined to choose more cost-effective models such as highlander and Touron.
In addition, in the field of luxury medium and large SUVs, there are Mercedes-Benz GLE, BMW X5 and other models, not only in terms of price and discovery overlap, brand influence is also higher, losing the hardcore off-road style of the new generation of discovery, competitiveness has declined, and fewer people pay for it.