Wen | and Ling
The Range Rover has never lacked fans.
At present, there are more than 1 million Range Rover owners in the world, so before conceiving a new generation of models, you must first ask range Rover owners what they think.
"What do you want the next generation of Range Rovers to look like?"
The answer was the same, "All I want is range rover, a better range rover." ”
This is the opening statement of Richard Shore, President of jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, when talking about the new generation of Land Rover Range Rover. He really likes the promotional theme of "Winning as a Model".
Li Dalong, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization
On April 21, the launch conference of the new generation of Range Rover was held online, and the new model was officially launched in the Chinese market, and the first to launch was a long wheelbase model, a total of four models, with a price range of 1.468 million to 2.498 million yuan. In addition to the first version and the model extended version that were previously pre-sold, the shengshi extended version and the shengshi seven-seat extended version have also been added. As the flagship model of the Land Rover brand, the importance of the new generation of Range Rover is self-evident, about "winning as a model", this time, Land Rover has really brought some "accidents".
The first introduction of the seven-seater extended version is an entry-level model
The extended version of the Shengshi Seven is definitely an easter egg for Chinese consumers. First of all, this is the first time that the Range Rover model has introduced a seven-seater version, which is very friendly to the owners of the extended family; the most important thing is that the price is 1.468 million yuan, which is the first to release the lowest of the four cars, positioned as an entry-level model.
"We think a lot about pricing and want to bring more value to our customers." Li Dalong said in an interview with "Big Car Observation" at the first time after the new car was listed. For Range Rover owners, it may not be very sensitive to price, but for this new generation of Range Rover Range Rover, which has a large seven-seater and priced at less than 1.5 million, Land Rover has shown absolute sincerity this time to broaden the circle of friends of range Rover.
"In the U.S. and Middle East markets, the Range Rover seven-seater model is very popular. There are also many big families in China, will they like the Range Rover seven-seater model? "As the British executive most familiar with the Chinese market, Li Dalong knows that China is a very important market for Range Rover and understands the preferences of Chinese customers.
"The average age of Range Rover owners in other markets is over 45 years old, while China's Range Rover owners are younger, with an average age of 35-40 years old, and they all particularly like long-wheelbase models, and the sales composition of the previous generation of Range Rover is 28 proportions, 80% of which are long-wheelbase versions." So we expect that seven-seater models could account for between 15% and 20% of the sales of the new generation of Range Rover long-wheelbase models. Li Dalong also revealed that there will soon be standard wheelbase models, SV models and plug-in hybrid models entering the Chinese market.
1500 units have been sold before they are listed
"The new car is expected to arrive at the showroom in early May. If you want to own a new generation of Range Rover, you must start quickly. Li Dalong said happily, "Now the global market demand for the new generation of Range Rover is very large, sales have already exceeded 40,000 units, and the order base in each market has accumulated to 6 months of order volume." In the Chinese market, there were already 1500 orders in just 2 months during the pre-sale phase. ”
Range Rover orders are hard currency, and whether you can pick up the car on time is the most concerned issue at present. In this regard, Li Dalong said, "At present, due to the impact of the epidemic, Shanghai Port is not open, so the new generation of Range Rover and other imported models will be shipped into China through Tianjin Port and Guangzhou Port, and every effort will be made to ensure the supply of the Chinese market and let customers pick up the car as soon as possible."
Models have Easter eggs, pricing has sincerity, and service has surprises
Speaking of which, you will find that the new generation of Range Rover is the first to be listed in the new car platooning is very exquisite. The premiere edition caters to Range Rover fans' imagination of Seiko luxury and extreme performance, with a new 4.4-liter P530 twin-turbo V8 engine with a maximum power of up to 530 hp, a peak torque of 750 Nm and an acceleration time of 0-100 km/h in just 4.7 seconds.
The new seven-seat rookie is the main advantage of comfort and practicality, the third row of seats is not only spacious, full-size seats can be electrically adjusted and folded, and provides independent air conditioning outlets, speakers and seat heating to ensure long-distance ride comfort. At the same time, the official price of both versions is very sincere.
At the same time, in response to the listing of the new generation of Range Rover, Land Rover has specially upgraded the VIP service of the previous Range Rover owner and launched an exclusive "exemplary worry-free service". Owners of the new generation range Rover can enjoy up to 6 free maintenance sessions, free roadside assistance within 3 years, free roadside assistance for lifelong accident cars and free door-to-door pick-up and delivery within the first 3 years.
In addition, car owners can also enjoy other exclusive services such as the new generation of Range Rover exclusive 400 service hotline, exclusive reception room and exclusive rest area at store terminals, and VIP in-depth car wash. Li Dalong is very respectful of such service upgrades and believes that he will definitely win the recognition of more high-end customer groups.
In the past two years, improving customer satisfaction, new car quality, sales and after-sales satisfaction are the main focus of Jaguar Land Rover's work in China. In the newly released 2021 J.D. Power China Automotive Aftermarket Satisfaction Study SM (CSI), the Land Rover brand once again won the second place in the luxury car segment, winning this award for three consecutive years.
The new car itself has too many unexpecteds
In fact, whether it is the pricing strategy that is ultimately lower than the previous generation, or the upgraded VIP service of the owner, it is the icing on the cake for the new generation of Range Rover. Throughout the interview, Li Dalong mentioned more than once, "As Professor Jere Ruixun, Chief Creative Officer of Jaguar Land Rover Global, emphasized, the new generation of Range Rover is a masterpiece of neo-modern luxuryism. ”
Professor Jere Lee Hoon, Chief Creative Officer of Jaguar Land Rover Global
Before the new car was launched, I saw the real car in advance. The most intuitive feeling at first glance is that there should be no luxury SUV that can be like the Land Rover Range Rover, the two seeming extremes of "minimalism" and "luxury" are cleverly mixed together, and they can be successful in the market, which is definitely a huge test for the design team of the new generation of Range Rover.
It must be mentioned here that the new generation of Range Rover is based on the MLA-Flex luxury electrified architecture and is the first flagship model launched by Jaguar Land Rover under its "Reinventing the Future" strategy. The new MLA-Flex platform architecture offers standard wheelbases and long wheelbases, with options for four- to five- and seven-seater models, as well as a range of electrified drive solutions that can be produced on the same platform. That said, on the new generation of Range Rover you can see the design and engineering trends of the Range Rover family for the next decade.
Land Rover's designs are not replicable and never follow trends. Range Rover must first be a Land Rover, and then the classic inheritance is followed by innovation. The new generation of Range Rover design teams is dead set on this.
The iconic body's three-line, suspended roof remains the same. But there are many innovative designs in the details, especially the headlights and the middle mesh shape, which are obviously flattened, and the "shark gills" on the front door have also become avant-garde U-shapes. As for the new rear, the most varied, stern-style rear, only highlighting the black decorative light strip, smooth transition to the split tailgate design with upper and lower openings. It is no exaggeration to say that no line or detail of the bodywork is superfluous, fully embodying the modern minimalist design concept.
In the past two years, Land Rover has always emphasized "empowering design with technology". "For example, at the junction of the doors and glass of the new Generation Range Rover, there are no sealing strips, and advanced technologies such as laser welding are used. This technology makes the glass larger and the body shoulder line more visually impactful. It's the perfect combination of design and technology. Li Dalong proudly said that the overall effect of the side brought by this is more "Range Rover", which is his favorite.
Inside the car, the requirements for two or three rows cannot be relaxed. The new rear entertainment system consists of two 11.4-inch HD touch screens mounted on the front seat back with an adjustable angle, with an integrated 8-inch touch screen inside the fold-over central armrest of the rear executive seat.
I lowered the armrest and suddenly became a 4-seat exclusive mode. I sat in the back seat of the exemplary extended version, the wool-blend new high-end fabric seat is very comfortable, feel free to choose your favorite entertainment on the central armrest touch screen, and it is said that the new generation of noise-cancelling speakers in the headrest of the seat can also add to the luxurious and quiet in-car experience.
Regarding the seven-seat version of this debut, the official special instructions "meet 7 adults to travel together". To this end, I deliberately went to the third row to experience it. The full-size seats are electrically adjustable and foldable for easy access and offer individual air-conditioning air outlets, speakers and seat heating. This third row is the most practical and comfortable of the big seven-seaters I've ever test-driven.
The Grand Seven-Seat Extended Edition and Premiere Edition also introduces a tailgate luxury outdoor activity kit, which is definitely a big selling point.
As the flagship model of the British luxury all-terrain SUV brand Land Rover, the biggest charm of the Range Rover is that it combines luxury and powerful performance. Li Dalong is familiar with the hard-core strength of the new generation range Rover, with an all-aluminum body structure, a 50% increase in body strength, a maximum wading depth of 900 mm, a standard four-wheel steering system in the whole series, and a 7-degree angle at the rear wheel, as well as the powerful performance brought by ATRS Land Rover all-terrain technology... Range Rover still has to test drive in person to appreciate its blood, I believe that soon our KOLs will have a first-hand test drive report.
The press conference also has a heart-warming public welfare move
Finally, it must be pointed out that on the occasion of the launch of the new generation of Range Rover, Jaguar Land Rover China has cooperated with two famous contemporary artists, Wu Jian'an and Chen Yujun. At the press conference on the evening of April 21, Jaguar Land Rover also announced that after the auction of artworks based on the new generation of Range Rover designs, part of the proceeds will be donated to the "China Soong Ching Ling Foundation Jaguar Land Rover China Youth Dream Fund" to help the nutritious meal plan of Jaguar Land Rover Hope Primary School in Zhaotong, Yunnan.
In 2021, Jaguar Land Rover achieved good performance in China, with cumulative sales of more than 100,000 vehicles, an increase of 9% year-on-year; dealer profit margins increased by 2.2 percentage points. In 2022, with the launch of a new generation of Range Rover, Jaguar Land Rover's market competitiveness is stable and rising.
"Although all OEMs are now affected by the epidemic and chip shortages, we believe that the Demand in China will recover in the second half of the year." Li Dalong is looking forward to the market prospects of the new generation range Rover. Electrification is one of the cores of Land Rover's "reinventing the future" strategy, land Rover's first all-electric model will be launched in 2024, and by 2026, the Land Rover brand will have six pure electric models.
In this difficult spring, you strive to bloom; the results of summer, the harvest of autumn, will not be less.
Finally, please reply in the message area, a better Range Rover, the new generation of Range Rover has done it?