Sales have been wiped out, and even broken bones can't be sold! The former British aristocracy is being abandoned by the market!

is not having a good time these days.

From January to September 2023, Chery Jaguar Land Rover sold a total of 38,112 units, with the highest sales volume being the Range Rover Evoque with 10,856 units. What was once a British luxury brand has now been completely marginalized.

In 5 years ago, Jaguar Land Rover in the country is still proud, only Jaguar Land Rover's domestic sales, Chery Jaguar Land Rover's cumulative sales reached 84,000 units, a year-on-year increase of 35.2%, at that time the Chinese market is Jaguar Land Rover's largest market in the world, Jaguar Land Rover in the minds of the Chinese people is more than BBA half a grade higher.

However, Jaguar Land Rover's sales decline has also started since then, with sales of 68,000 units, 53,000 units, 58,000 units, and 54,000 units from 2018 to 2021, respectively. This year, Jaguar Land Rover's sales have fallen off a cliff. Even if Jaguar Land Rover's models now have a greater degree of discount, commonly known as broken bones, they still can't recover sales.

What is wrong with Jaguar Land Rover? There could be a number of reasons.

For example, the quality problem has been criticized, and there is a saying in the automobile industry that "the Land Rover that can't be repaired is not broken, and the Land Rover that can't be driven is not broken". It seems ridiculous, but the poor quality of Land Rover is also a well-known thing, and we never wronged good cars. In 2013 and 2014, Land Rover ranked first and third from the bottom in the J.D. POWER North American car brand reliability rankings.

From 2017 to 2019, Jaguar Land Rover recalled 22 times in China, including 8 times in 2017, 7 times in 2018, and 7 times in 2019, with a cumulative number of recalled vehicles reaching 287,000, you know, the new cars sold by Jaguar Land Rover in the past three years add up to only 360,000.

Even Jaguar Land Rover's senior management has personally admitted that the quality of their products is poor, Jaguar Land Rover global CEO Thierry Bollore (Thierry Bollore) said in an investor conference call, because of the poor reputation of vehicle quality, the loss of more than 100,000 sales per year and customer dissatisfaction on car sales is huge, so the missed market opportunities are even more regrettable amazing quotes, even their own CEOs admit that there are quality problems, but many people are still washing the floor for the stability of these two car brands.

For example, Jaguar Land Rover in the field of new energy is slow, and the new power car brands have a great impact on traditional luxury brands, Jaguar currently does not have a new energy model in the domestic market, not even plug-in hybrid models, and Land Rover only has plug-in hybrid models, but whether it is cost performance or energy consumption, are not competitive, and it is clear that ideal, Weilai, Xiaopeng, Wenjie and other new forces in car manufacturing, relying on excellent product power, are causing a huge impact on these car brands.

Jaguar Land Rover's crazy discount strategy has seriously affected the image of these two car brands, resulting in a luxury car brand that was originally half a grade higher than BBA, and now the brand appeal is greatly reduced.

What is the prospect of Jaguar Land Rover? At present, it is dark, these two car brands have almost no hope of turning over, and it is only a matter of time before they withdraw from the domestic market, and the arrogant British car brands have finally paid the price for their arrogance.