Although the influence of the Land Rover brand in the domestic market has long been different, whenever we talk about luxury hardcore off-road models, the Range Rover series is still a presence that cannot be ignored. After four generations of growth and precipitation, Range Rover has long become the face of Land Rover, and with its high off-road attributes, it has a good reputation in the market at home and abroad. However, such a fist product that can be regarded as the "heirloom" of the Land Rover family has recently shown some signs of "overturning".
Since Land Rover officially launched the new generation of Range Rover last year, the Internet has been crammed with negative comments about the car, and few people have agreed with the praise. This phenomenon has not been alleviated until the opening of pre-sales and domestic debuts. In this regard, some media joked that this may be the most fiercely sprayed since the birth of the Land Rover range Rover series in 1970.
The reason why it will cause an overly radical market reaction, I think it should be the replacement of the new generation of Range Rover, which is very different from people's expectations. Even with the listing of new cars, the second-hand car market of the fourth-generation Range Rover will achieve reverse growth like the fourth-generation discovery.
This kind of prediction was made mainly because the new Range Rover was replaced this time to give people a feeling of "Jiang Lang is exhausted". This feeling comes from the conservative degree of its replacement, and the adjustment is even less than the mid-term modification of some models. For example, in terms of styling design, the basic and the old model are more different, and the grille, bumper and headlight group of the front face have been fine-tuned on the basis of the original, which is a simple few knives, which makes the new Range Rover a little less inherently hardcore and more rounded elements with a serious sense of violation.
It is undeniable that the achievements of the fourth generation of Range Rover are very high, which aggravates the difficulty of the designer's thinking in the replacement, and the shape of the replacement vehicle can certainly not be consistent with the old model, but if it is adjusted, it is difficult to ensure that it can reach the height of the former. This is a problem that high-paying designers should consider, but it must not be used as a reason to force the knife to complete the task of "replacement".
The tail design of the new Range Rover, I think, is purely the designer's "change for the sake of change", resulting in the car butt becoming one of the focus points of attack by netizens. The outline of the "back" glyph and the layout of the taillights have a high degree of similarity with the Haval dog. This kind of "crash shirt" appears in the two models with a price difference of more than 2 million, and it is easy for consumers to hesitate, not knowing whether to admire the advanced design of the Haval big dog or the unique taste of the new Range Rover designer.
The overall layout of the interior is not a surprise, the steering wheel adopts a new style, the size of the central control screen and LCD instrument has also become much larger, and it has a little more technological sense compared with the current model. However, this increase in the sense of technology has limited help for the use scenarios of potential consumers. Compared with this painless little fight, the latest demand for trend and hardcore elements in million-level luxury off-road models, the new Range Rover is not reflected, lacking novelty and the popular sense of digital luxury.
As for the pre-price of the new Range Rover launch special edition is a bit expensive (2.0988 million yuan / 2.5188 million yuan), it is actually because it is equipped with the highest specification 4.4T V8 engine, the maximum output of 530 horsepower, peak torque of 750 Nm. In the future, the 3.0T version with a lower entry threshold and the plug-in hybrid version of phEV will also be phased.
Range Rover has always been the presence of luxury SUV ceilings before other ultra-luxury brands launch SUV models, as the leader of the once luxury hardcore SUV, privately believe that every mid-term or replacement should shoulder the responsibility of leading the trend of subdivision, such as the new generation of Mercedes-Benz S-Class has launched a charge to digital luxury. The new Range Rover has obviously not broken the tradition and completed the transformation of the self, but is more like a formal process, which makes people feel helpless .
As for why the replacement of the new Range Rover is not painful, the probability has a lot to do with no money in the pocket, it is reported that the pre-tax income of land Rover and Jaguar brands in the 2020/21 fiscal year is only 660 million pounds, even eating is almost a problem, and the energy and time invested in the new Range Rover will naturally be greatly reduced. Therefore, it is not appropriate to use "Jiang Lang Cai exhausted" to describe the new Range Rover, it is just a bend for the "five buckets of rice", but this time the waist is bent down, and I don't know when I can stand up again.