The sales status of Land Rover is: no one wants domestic production, and imports are not enough to sell.
At present, the terminal pricing differentiation of Land Rover is more serious, the domestic Land Rover Aurora L basically reduced the price of about 100,000, the terminal price of 390,000 models is about 290,000, while the price of imported models is extremely high, and it is found that the sports price drop is about 120,000, and the terminal price of the model with a guidance price of 380,000 is about 260,000.
In terms of imported models, for example, the price increase of the new Guard is about 80,000, and the price increase of Jiangsu, Zhejiang and Shanghai is even higher, and the price increase of the Guard 90 is about 10,000 or 20,000.
The newly launched Range Rover has no price concessions.
It can be seen that domestic models are really lacking in competitiveness, and the more expensive Land Rover pricing, the stronger it is.
On the one hand, the reason is caused by market awareness, and on the other hand, it is the product force decision.
01 Market perception issues
Domestic Land Rover Chery OEM for many years, in fact, after Chery took over is also the beginning of the price crash, early years ago Chery Jaguar Land Rover is the most serious problem of marking the car series, the user the first time to cut off the logo.
The disapproval of Chery OEM is a problem encountered by Chery Jaguar Land Rover in the early days, and it really exists.
02 The product is too replaceable
Jaguar Land Rover in the past market imprint to the high-end, Aurora and discovery of sports early product cognition is good, but with the BBA, Lexus and other models of crazy advancement, in the market within 500,000 can buy a lot of luxury SUVs.
X3, GLC, NX these are all brand new models, Audi Q5 continues to be revamped and longed to be extremely competitive, setting off a wave of purchases around 2016.
When these models had not yet entered the Chinese market, aurora and discovery Werexing were indeed two excellent models, but the increase in luxury models brought about the problem of inner roll.
The reliability of the Land Rover itself is not strong, there are certain problems, after a significant increase in the number of competitors, sales naturally slipped significantly, coupled with the cost reduction after domestic production, brand awareness and other issues, price reduction swept in.
03 High-end models are not very replaceable
Continuing to talk along this topic, the Range Rover and The Guardian models are land rover top models, and these models have three major problems: top technology, excellent design and weak replaceability.
There are not many models that can be selected for more than a million luxury SUVs, and the BBA is obviously not qualified, and the only models left to choose from are Lexus, Porsche and Land Rover.
Range Rover as the three giants of the million flagship SUV, the bottom line of repeated revamps and retention is luxury and high price, the world's field Range Rover is the top model, coupled with its own lack of production capacity, in any one region, the price of the Range Rover has not appeared in the case of large water release.
The same is true of the problem of the Guard, the new debut of the Guard production capacity has always been a problem, whether it is 90 or 110 models, the supply is too small to make the demand directly unbalanced, coupled with its excellent design, good quality, stable off-road performance, before the Guard's good market imprint, a million budget to buy the Guard has become an industry default fact.
Therefore, the Defender itself is a popular model, and the Range Rover exists independently of the Land Rover system.
For Land Rover dealers, there are actually two types of models within the Land Rover system and outside the Land Rover system.
For example, Aurora, Discovery Shenxing, Star Pulse these models are typical money-losing goods, dealers to inventory action is obvious, typical hot potato, belongs to the typical "Land Rover" products, poor market recognition, need to rely on fire sale promotion to maintain low inventory.
Defender and Range Rover are typical models outside the system, and gold-digging models are not only significantly priced, but also have almost no inventory.
The market's perception of Land Rover is also very strange, although 300,000 Land Rover and 1.3 million Land Rover originated in the United Kingdom, but the Aurora L has long become a model below the BBA, brand, market recognition is almost non-existent, product, user operation problems.
On the other hand, Range Rover and Defender have become the choices of top users, and users have flocked to it.