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-<Preface >-
Once in the Chinese market, Land Rover, as a brand of cars, can be described as a well-known existence, even people who do not understand cars have heard of its name.
Moreover, everyone classifies Land Rover into the category of high-end luxury cars, as long as Land Rover appears must be accompanied by rich people, and many men regard it as a status symbol.
But it was Land Rover, which was once so popular, but it began to lose crazy losses from a few years ago, and even lost 39.1 billion yuan at one point, with heavy losses, in the face of such a tragic situation, Land Rover did not sit still, but chose to be ruthless to China!
-< Land Rover's past and present life>-
When Land Rover appeared in the Chinese field of vision, it was already a representative of a type of luxury car, but who knew that the original Land Rover was not so arrogant, and even had some "earthy taste".
When the first Land Rover came out in 1948, when the Land Rover was simple in structure and simple in appearance, just like the Chinese version of the tractor, it is not an exaggeration to evaluate the early Land Rover, because it not only looks like, but also has actual value.
In foreign countries, Land Rover vehicles of this structure were manufactured, which were actually used for agriculture, often for cultivated land, and this status quo has been maintained for decades.
It wasn't until 1970 that Land Rover's flagship model, Range Rover, came out, which changed this situation, but at the beginning the Range Rover only had two door panels, and the appearance was still not atmospheric enough, so it was still a household model.
Later, with the continuous adjustment and improvement of Land Rover, the four-door version of the model was finally developed, and gradually had some prototype of luxury cars, at this time, this rising superstar was seen by BMW, and the acquisition has since gone to the luxury car route, out of control.
During this period, Land Rover also developed the second generation Range Rover model, which has more perfect performance, and the exterior and interior are more domineering and expensive.
Coupled with the blessing of BMW's halo, this model immediately attracted the attention of royalty and aristocracy, and became the car of many well-known people, so Land Rover's name can be described as a hit.
But BMW did not seize Land Rover for long, but soon after, in 2000, Land Rover was again acquired by Ford in the United States.
Ford's ambitions are even greater, not only has it developed the new third-generation Range Rover, but it has also been immersed in the fourth-generation Range Rover and brought them to test the waters in the Chinese market.
It was a very good direction, but unexpectedly, Ford decided to abandon Land Rover and resold it to India's Tata in 2008.
However, at this time, the Chinese people do not seem to know that Land Rover has been acquired by India's Tata Company, after all, at this time period, Land Rover has just entered the Chinese market, and it is hot and sought after by the audience.
At that time, Land Rover's marketing could be described as very in place, completely regarded itself as an image of a high-end luxury car, not only shuttling through major film and television dramas and constantly putting advertisements, promoting Land Rover as the car of the British royal family, and also the car of a group of well-known figures.
This kind of marketing method can very grasp the minds of the Chinese people, so that the Chinese people are more yearning for Land Rovers, so at the 2010 Guangzhou Auto Show, Land Rover cars were robbed by a lot of people, and the sales were excellent.
This has been the case for several years, and according to relevant data, Land Rover's sales reached more than 70,000 vehicles in 2012 alone, and sales are growing sharply every year.
In addition, the good point that highlights Land Rover's sales in China is that Land Rover's sales in China account for about a quarter of the world's total sales, and it can be said that most of Land Rover at this time depends on the Chinese market.
Unfortunately, this scenery did not last long, and within a few years, Land Rover's sales began to decline significantly, and the dependence of customers was slowly decreasing, and many people no longer aimed to buy Land Rovers.
-< the reasons for the explosion >-
In fact, one of the biggest fatal mistakes Land Rover made was not to maintain the Chinese market, but to constantly overdraft its own brand, at the beginning, Land Rover brought this car to China in the image of a luxury car, and the first thing it did was to raise pricing!
It puts its positioning higher than BMW, Mercedes-Benz, Audi, and even compared to luxury cars such as Maserati, and the price is naturally outrageously expensive.
According to relevant data, when the Range Rover was first listed in China, the price was set to more than one million, and the prices of the models that came out one after another were also outrageously high, even to the point of increasing the price of hundreds of thousands of dollars It was difficult to find a car.
Although even such a high price is flocking to it, it is only a flash in the pan.
At the beginning, Land Rover's marketing was excellent, so everyone was willing to pay for the brand effect, but what really made a car brand go further was never these gimmicks, but whether its real cost performance was worth it.
Not surprisingly, Land Rover is not worth the price, because when many users have actually used it, they find that the quality of Land Rover vehicles is worrying, there are often problems, and they cannot be repaired.
For example, the famous incident about Land Rover in 2015, the 315 party exposed Land Rover, 315 everyone should know that once on the list of this party, it means that its products have serious problems.
Land Rover, which is on the list, is no exception, it has been exposed to a series of problems such as brake failure, shift failure, and abnormal airbag lights, which is light to say, but heavy is a serious problem that costs human life.
It was this time that everyone had a new understanding of Land Rover, and people from all walks of life began to pick up the black history of Land Rover, not to know it, to scare people to death.
It turns out that the quality problems of Land Rover cars have been emerging one after another before 2015, and many owners have complained about the quality of national brand cars, for example, many netizens have pointed out that Land Rover cars cannot be repaired.
A car can be understood if it is broken, but it is dragged to the repair shop and it cannot be repaired, which is the problem of the car itself, because of this, there are many car repair masters in the industry also jokingly called "bad Toyota, bad repair Land Rover".
In addition, many car owners have revealed that the new car they bought will have problems with parts not long after driving, and even when they drive out for repair, it will not be long before other parts have new problems, so repeatedly irritating.
It can be seen from this that the quality problems of Land Rover cars have become so bad...
Here, consumers have not completely abandoned Land Rover, but continue to provide suggestions for improvement, but Land Rover does not listen to suggestions, but insists on going its own way, wrong and does not improve, all thought is used on how to package luxury cars.
Even after Land Rover built a factory in China and withdrew from domestic brands - Range Rover Evoque, Jaguar Land Rover and other brands, it still did not face up to the problem of inflated prices, and set a price of more than 600,000 yuan for its own vehicles as imported brand cars.
In this way, Land Rover lost the sincerity of its customers and began to go downhill, and the market value has been falling by tens of billions, facing such a dilemma, Land Rover seems to finally realize the seriousness of the problem and began to be ruthless against China...
-< Land Rover's counterattack >-
Following the Land Rover 315 incident in 2015, its brand began to adjust the price of vehicles, and the phenomenon of "seven-fold leopard eight-fold tiger" appeared.
As the name suggests, it is constantly discounted and reduced, at the beginning a lowest-priced Land Rover car costs 400,000-500,000, but after the price reduction, it only needs more than 200,000, and even the new car launched has a very low price, and the previous inflated price no longer exists.
According to statistics, in 2018, the market value fell by more than 20 billion, and only tens of thousands of cars were sold throughout the year, and then it was even fewer, and the previous sales were completely incomparable.
Coupled with the epidemic, the economic winter caused by the epidemic has brought a lot of blows to Land Rover, making it even more costly.
In addition, there are more people who know that Land Rover has been completely acquired by India's Tata Group, which has damaged Land Rover's reputation in the hearts of the Chinese people.
Because most of the things produced by India's Tata Company are of poor quality, and the impression of India to the Chinese people is a very unreliable image.
Therefore, after learning the news, everyone immediately associated the quality problem with India, and they were even more afraid to buy, which made everything Land Rover did on the way to save the image in vain, which simply made it worse.
But even so, Land Rover is still unwilling to give up the Chinese market easily, but continues to attack.
In just these two years, Land Rover is preparing to rebrand, changing its previous marketing strategy and brand strategy, and about to divide the Range Rover, Defender and Discovery models under the Land Rover brand into three separate individuals.
They also enjoy Land Rover's golden brand, but they have different positioning and pricing, suitable for different groups of people, but unfortunately this situation does not seem to have any effect at present, and Land Rover still has not returned to its previous peak sales.
Moreover, there is also news this year that Land Rover has been constantly recalling vehicles with quality problems from 2019 to 2022.
And to this day, there are still owners who continue to complain that Land Rover has big problems, perhaps this is so many years, Land Rover left behind sequelae, it takes time to heal, but in any case, I hope Land Rover can face up to the quality of the vehicle.
-< Epilogue>-
This year marks the 75th anniversary of the Land Rover brand, a pivotal time in Land Rover's strategy to adjust.
I hope that in the future, Land Rover's strategic adjustment will be effective, and it can once again bring everyone a perfect model with a great experience.