Wen\Wei WuXian
Although reluctant to admit it, Land Rover's presence in the domestic market is indeed getting lower and lower, and this low is not only reflected in sales, but also directly reflected in the renewal and replacement of products. If it were not for the recent listing of the 2022 Range Rover, I think even the industry's attention to Land Rover would not be high.
However, for the Range Rover, a model with far greater significance than sales significance, we are not talking too much today, whether it comes or not, it will not have a big impact on the sales volume of Land Rover in the domestic market.
Although as an automobile practitioner, there is more contact with cars, but whether it is a car friend consultation or the top ten sales ranks, it is difficult to see the figure of Land Rover now, so is the imported Land Rover, and the same is true of Chery Jaguar Land Rover.
I think that the gradual forgetting is the "sadness" of Land Rover, and the decline in brand awareness will affect sales in the first place.
Data from the Association shows that jaguar Land Rover's cumulative sales in March this year were only 5449 vehicles, far lower than first-line luxury cars such as Mercedes-Benz BMW Audi, even compared with Volvo, Cadillac, Lincoln and so on.
To some extent, land rover sales are declining, which means that the era of pursuing off-road, personality and ignoring the quality and use value of products is passing, and the pursuit of land rover by more mature consumers, especially young consumers, is becoming lower and lower, and the "feelings" of land rover are gradually diluting.
At the same time, in terms of product performance, Land Rover's products have also been complained about by many consumers due to poor quality performance, taking the Chery Range Rover Evoque, which currently has the highest sales volume, as an example, there are not many complaints about it on the "Car Quality Network", including audio-visual system failure, component cracking, hem arm failure and abnormal noise in the car. Earlier in 2015 and 2019, Land Rover also appeared on the 315 party of that year due to quality problems, which caused a lot of impact on its brand reputation.
In addition, in order to win sales, domestic Land Rover has also adopted some price-for-volume sales strategies, news from third-party professional websites show that the 2021 Range Rover Aurora terminal profit is as high as 85,000, so that the price of the entry model of the range SUV Range Rover Evoque is even in line with highlanders. This, in exchange for sales, has also caused a decline in the premium ability of the Land Rover brand.
It is worth noting that from the perspective of the general environment, the current car market has also entered the new normal of stock competition, and the Matthew effect in the luxury car market is becoming more and more obvious. Luxury cars represented by the BBA occupy more and more shares of the market, leaving fewer and fewer opportunities for second-tier brands such as Land Rover to break through.
It is worth mentioning that with the marketing veteran Ma Zhenshan joining Chery Jaguar Land Rover and gradually exerting efforts, Land Rover's brand image in China may improve, because he has clearly denied Land Rover's price-for-volume practice after taking office, and will enhance brand connotation and image as an important goal. Although land rover's profit margin in the domestic market is still not low, it is more limited to the dealer level, and its new products have not dropped much.
Rao is so, Ma Zhenshan still faces many difficulties, especially how to balance between products, brands, sales volume, will be a test of his strategic determination and management art, for the future of Land Rover, we will continue to pay attention to.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)