The new generation of Range Rover (parameter | picture) was officially launched on the evening of the 21st, with a total of 4 models and a guidance price range of 146.80-249.80 million yuan. At the same time, it is worth noting that the 4 models are all extended versions, while the top-of-the-line 4.4T V8 version is only released at the beginning of the market. In this way, the overall guidance price range of Range Rover spans a million. Here we can't help but ask, the same Range Rover, why is there so much difference between high and low prices?
Key takeaways:
1. Although the new Range Rover starts at 1.468 million yuan, the configuration can also meet the demand; but it must be more than 2.048 million cars to be considered a "model" Range Rover.
2. The superposition of multiple factors such as limited production capacity, overseas price increases, and domestic car price increases has led to the cost of car purchases reaching the level of 2 million.
2 "entry- " long-axis versions – the 1.5 million Range Rover actually meets the basic requirements
From the price point of view, the guidance price announced this time is the long axis version, and the two long axis Range Rovers priced at the 1.5 million level can actually meet the basic requirements in terms of configuration. The conventional configuration is complete, and the electric suction door, electric tailgate, panoramic sunroof, 10-color atmosphere lights, multi-layer soundproof glass of the whole car, seat linkage steering wheel memory, electronic air suspension, four-wheel steering, rear axle differential lock, etc. are indeed enough to reach the level of the word "Range Rover".
The same is the "prosperous version", the difference between 7 seats and 5 seats is relatively small, mainly concentrated on the seat. Due to the more commercial seats, the 5-seat version of the seat has more functions by default, such as the front and rear seats are equipped with ventilation functions, and the 7-seat version is only heated. The rear also has an entertainment system and LCD screen, and the driver's seat has a HUD head-up display.
5-seat version rear (with entertainment system)
Rear row of the 7-seat version
At this point, it is enough to bring a long-axis 5-seat Range Rover with an entertainment system to meet general needs. However, for the "1.5 million Range Rover", the lack of some luxurious comfort features is slightly regrettable, not to mention the long-axis version - the owner sits in the back row most of the time. In this way, without four-zone air conditioning and seats with ventilation/heating/massage functions, such a long-wheelbase Range Rover may be a little bit worse in the use of "decorating the façade".
·“ Exemplary" Range Rover: the 2 million level is the beginning
If the 1.5 million-level Range Rover is poor in the decoration of the façade, then the problem is solved here in the 2 million-level Range Rover. Judging from this configuration, the 2 million Range Rover has made people unable to fault it.
2 million range rover standard level
For a 2 million-class model, it doesn't make much sense to analyze the conventional configuration, you can imagine the configuration it has, you can not imagine the configuration it generally has. The table above lists some of the configurations that I think are more valuable, and you can see that the configuration required by buyers at this level is all matched.
23-inch large wheels can significantly enhance the momentum, must be there; in addition, like the whole car electric suction door, electric tailgate, panoramic sunroof, 10-color mood lights, the whole car multi-layer soundproof glass, seat linkage steering memory, electronic air suspension, four-wheel steering, rear axle differential lock, etc. are also equipped with the big aspects of the model, these configurations I expect that the follow-up will also be the standard of the whole series.
The configuration to enhance the aura and luxury mainly depends on the latter ones: the rear is more functional, the comfortable seats with heating/ventilation/massage functions, the rear small table panel, the rear electric side window sun blinds, the privacy glass, the total power of 1600W, the British Treasure sound system with 29 speakers (four separate head noise reduction speakers), the four-zone air conditioner, the air purifier, etc. will be the main difference points of the "2 million range Rover" compared to the "1.5 million range Rover", and some (or all) of these configurations are also" 1.5 million Range Rover" option list.
·Time-limited sale of the top V8 Range Rover - "will be the top"
The top Range Rover, the guidance price has also come to around 2.5 million yuan, is the first version of the limited time sale. It differs from the model version only from the engine – from a 3.0L in-line 6-cylinder with 48V light hybrid to a 4.4-liter V-8 with twin-turbocharged. The parameters and body sensation are not expected to be too obviously improved, and the difference of 450,000 may be a calm and unhurried momentum at a glance at the mountains.
This is also the power system equipped with the top Range Rover, from the words "only released in the early stage of the market", this version is not destined to be the main promotion, but it does represent the highest level of the new Range Rover, at the highest level, the model version of the refrigerator and power supply options, Land Rover also decided to send it to you.
Market problems & purchase suggestions: At present, the dealer has a price increase ranging from 450,000-500,000 yuan
Since the new Range Rover overseas was listed earlier than the domestic market, according to the market, the car needs to increase the price by about 20,000 US dollars in the North American market. The reason is that the epidemic and the lack of chip supply have caused production restrictions. The news released by some domestic dealers in the early stage is also the need to increase the price by 500,000 yuan (generally package 'luxury car tax') to pick up the car.
During the listing of new cars, it is inevitable that there will be a price increase, and it is often the more high-end the positioning, the more fierce the addition. The new generation of Range Rover that has just gone on the market naturally has this problem. Judging from the guidance price of more than 2 million, counting the price increase, in fact, it is already possible to buy some models with higher brand positioning at a fair price. Through inquiring about the relevant information, we learned that the current domestic Aston Martin DBX car has a preferential range of about 150,000-200,000 yuan; and the 2 million level can also choose to buy 4.0T Mercedes-Benz G500/G550, 3.0T 2021 Bentley Bentayga PHEV, of course, both of which also have corresponding parallel import sources.
The price increase window left for range rover is actually very short. Therefore, our purchase recommendation is also to try to wait, no need to snap up when it is stuck on the market. Combined with the recent situation that various bosses are not doing well in business, it is obviously inappropriate to have a "mark-up" item in the car purchase budget.
Full text summary:
Affected by multiple factors (production capacity, epidemic, enough buying power), in fact, the new generation of Range Rover in China's sales rhythm is very conservative. For example, the 4 versions listed this time are all long-axis versions, which give people a feeling similar to the previous pre-sale situation, more like the official testing the market and raising the product image at the same time. The introduction of subsequent reel versions is the time for Range Rover to really compete.