Let the bad reviews fly all over the place, and it will not affect the new Range Rover markup in the slightest.
Author: Lu Weijia
Perhaps it is Song Siming's sentence that "Land Rover is a man's leg, the wind blowing in the air" is deeply rooted in the hearts of the people, Land Rover is like the Hermès of the off-road vehicle industry for most Chinese, and those who can own Land Rover are either rich or expensive.
In fact, it is also true that the Land Rover was a luxury car in the sky, and the added value of the brand was far higher than that of the BBA Iron Triangle. Especially before the introduction of Aurora and Skywalker to achieve localization, the cheapest Land Rover is not affordable for ordinary families.
But even though Land Rover's cars were expensive, Land Rover had a second spring in the land. In the early years, with the land rover performance jumping off the rock and on the verge of bankruptcy, and the reputation of "not repairing well" implemented the entire automotive industry, the Chinese rich in the Chinese market are also willing to lend a helping hand to Land Rover to save it from the fire and water, giving Land Rover a chance to be reborn, which shows how high the recognition of land Rover by the rich.
Unfortunately, Land Rover's image in the Chinese market has not lasted long, and since Land Rover Jaguar and Chery have established a joint venture relationship, when ordinary families can bite their teeth and buy Land Rover, the added value of Land Rover's brand has gradually decreased.
As the so-called "seven-fold tiger and six-fold leopard", today's Land Rover is no longer the proud son of the off-road vehicle industry, which may be the "side effect" of Land Rover's localization. The only thing that can be spared is the range rover, which is loved by the rich, and the price of the model is still high.
Markups have already begun
On April 21, the new generation of Range Rover based on the MLA-Flex electrified architecture was officially launched, and the new car is currently only available in four extended wheelbase versions, with a price range of 1.468-2.498 million yuan.
In other words, even if the starting price of the new generation of Range Rover long-wheelbase models has been reduced, the price of 1.468 million yuan still far exceeds the threshold of domestic luxury car tax.
Although the new Range Rover will be launched at a later date with a lower price threshold for a standard wheelbase version, we do not forget that after the appearance of Bentley Bentayga, Rolls-Royce Cullinan and Maybach GLS, the Range Rover can no longer be called the benchmark of the top luxury SUV.
Of course, if combined with the terminal price, I think the "cost performance" of the new Range Rover is actually quite high.
It should be known that the terminal market of the Chinese version of Maybach GLS is a price increase of 150,000-600,000 yuan for the current car, and the comprehensive landing price will exceed 4 million. The current terminal market of the new Range Rover is about 150,000 yuan, and the highest comprehensive landing price may be more than 3 million.
It's just that for the Chinese market, where the concept of consumption is very complicated, cost performance may only be a problem that poor people such as me will think about.
The 7-seat version was launched for the first time
Half a year ago, when the new generation of Range Rover official figures was leaked in advance, I agreed with most people that the evolutionary thinking of the new Range Rover this time was slightly conservative, not only did not inject too much thought and break through itself, but also the "crappy" tail design was somewhat similar to the Haval dog, and the rich people's love for the Range Rover was likely to decrease from the fifth generation model.
But now from the perspective of the price increase in the terminal market, most of us still worry about Land Rover, Range Rover or Range Rover, and the people who love and choose Range Rover remain unchanged.
And in order to further cater to the needs of the Chinese market for family cars, the new generation of Range Rover has launched a 7-seat version with a 2+3+2 layout for the first time, in which the legroom of the third row of seats has reached 864mm, and the seat height is 41mm higher than the first row.
At the same time, in order to solve the problem of using the car caused by the long wheelbase, the new Range Rover is equipped with a rear wheel steering system with a maximum steering angle of 7.3 degrees as standard. According to land rover officials, the turning radius of the new generation of Range Rover standard wheelbase version (2997mm) model will be smaller than that of the average luxury mid-size SUV.
In terms of powertrain, the new Range Rover Medium Edition model only provides two powertrains, one is the 3.0T L6 high/low power engine + 48V light hybrid system, the maximum output of 360/400 horsepower, peak torque is 500/550 Nm.
The second is the 4.4T V8 twin-turbo engine from BMW, with a maximum output of 530 hp and a peak torque of 750 Nm, which matches the ZF 8AT gearbox in terms of transmission.
In other words, the new generation of Range Rover not only abandoned the 5.0T V8 supercharged engine, but also the 4.4T V8 engine from BMW was only used in the first version of the model priced at 2.498 million yuan.
Write at the end
It is undeniable that the new generation of Range Rover is still loved by the rich, but from the perspective of the innovation of the model, the replacement of the fifth-generation Range Rover is more like a model overhaul, and after the emergence of many competitors, the Range Rover is no longer the benchmark in luxury SUVs.
Maybe the Range Rover user base doesn't need to change too much, but from a fan's point of view, my view of the new generation of Range Rover is more disappointed than surprised, and I think the reform of the fifth generation of Range Rover can actually be more bold.
This is just like the Mercedes-Benz S-Class, as the pioneer of the luxury flagship sedan, it shoulders a sacred responsibility with every renewal - to lead the development of the industry. In that regard, the first four generations of Range Rover did it, but the fifth generation does not seem to have.
(Image from the Internet)
Today's topic
How much do you think the new Range Rover will add?
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