The Land Rover Aurora, which was 700,000 that year, is now sold only 1,261 units a month, and the new three-cylinder engine is even more outrageous?
When it comes to the Range Rover Evoque (hereinafter referred to as the Aurora) under the Land Rover brand, many people may scoff at it at the moment, thinking that it is just a low-end "little Land Rover" of about 300,000. However, if you have learned about its glorious history, you will probably be very surprised. Don't look at it now only sold for about 300,000, back then it was a luxury car with a landing of 700,000.
Around 2011, Land Rover did not have such small, low-positioning models. In order to further capture market share, Land Rover decided to launch the Aurora model, which was attributed to the Range Rover family. Unexpectedly, in the aesthetics of that era, Aurora's slightly sci-fi shape directly conquered most "handsome men and beautiful women". This makes the aurora, which was not cheap that year, even have a craze for raising prices at the terminal. In the end, some people are even willing to land more than 700,000 yuan to buy this "exquisite" luxury compact SUV.
However, Aurora's good luck in China did not last long, with the acceleration of the pace of BBA product introduction, coupled with the joint venture between Land Rover and Chery, Aurora lost its aura of "imported car". Soon, the car walked off the altar amid boos. The guidance price of more than 600,000 yuan that year is now almost discounted.
In recent years, with the gradual marginalization of market position, Aurora's terminal price has repeatedly hit new lows. According to the recent market, the price of the naked car of the current Aurora L has fallen within 300,000 yuan. Despite this, Land Rover's sincerity has not been supported by consumers. According to the latest data released by the Passenger Association, the sales of Aurora L last month were only 1261 vehicles, which is far from the same class of models. There are many reasons for this. Not only the impact of new energy models on the market, but also the decline of Land Rover brand's own influence.
The Land Rover brand naturally will not easily give up this model that has brought outstanding contributions to it, so it recently released an official picture about the new Aurora. As a new model, can the new Aurora regain its former glory in the current uncertain automobile market? From the perspective of actual product strength, I am afraid that it is difficult.
Why do you say that? No matter how good-looking the design is, there is a period of aesthetic fatigue. In terms of design, the new Aurora has some meaning of eating the old book. As a brand new model, the new Aurora has hardly changed too significantly in terms of appearance, nothing more than adjustments to the shape of the middle mesh and headlight details, but the overall silhouette and lines are almost unchanged. Objectively speaking, this set of design language is not ugly. But from 2011, it has been "patching up" until 2023. With such a small range of adjustments, it is already difficult to arouse the interest of consumers.
In terms of interior, the new Aurora has changed significantly. The interior of the vehicle has been replaced with the same design as the Range Rover and Range Rover Sport, and the latest vehicle system has been updated. In terms of the sense of experience, it is definitely much better than the cash. But at a time when new forces are rampant, all that can be talked about is a sense of design.
But that's not the point, it's all about the powertrain of the new Aurora. Perhaps considering that the development direction of new energy in the future is unstoppable, the new Aurora has launched a new energy version of the P300e model in addition to fuel and diesel models overseas. However, the model actually uses a 1.5T three-cylinder turbocharged engine + electric motor combination, with a pure electric range of 62km. Aside from the fact that its pure electric cruising range is completely unable to reach the current mainstream level in China, this 1.5T three-cylinder machine is estimated to be difficult for domestic consumers to accept. Although this is a plug-in hybrid system, considering the degree of rejection of the exaggerated three-cylinder engine by domestic consumers, it is estimated that it will still be difficult to sell hot after the introduction of the new Aurora in the future, what do you think?