The new Land Rover Defender is too handsome, but the younger brother Aurora still can't sell it at a reduced price

Buying a car

2024-05-10 12:06Posted in Tianjin Automobile Creator

At present, in the Chinese market, Land Rover has performed well in the luxury SUV field in recent years, especially Range Rover and Defender, which are quite popular and gratifying in sales with their unique British luxury atmosphere and fashionable design style, as well as good performance levels. A few days ago, Land Rover released the official picture of the facelifted Defender, which is really handsome. However, although the Land Rover Defender is worthy of affirmation from product to market performance, its little brother Aurora has been a little dim in recent years, and the market terminal has even dropped the price to more than 200,000, which is still not easy to sell.

Let's take a look at the news of the new Defender first. A few days ago, Land Rover officially released the official picture of the new Defender, which mainly focuses on detail adjustments, configuration upgrades and power improvements. The new Defender diesel is powered by a 3.0-liter inline-six engine from Range Rover, with the addition of a mild-hybrid system, resulting in a maximum power and torque of 350 hp and 700 Nm respectively. The petrol variant replaces the existing P400 inline-six engine with a 5.0-liter supercharged V8 engine, which is lower but also produces 425 hp.

In terms of exterior and interior, the new Defender remains unchanged, offering three body forms of 90/110/130, and the number of models has been simplified. Inside, the new model adds a "Personalized Interior Package" and a "Captain's Seat Package" to provide more personalization options. In particular, the "Captain's Seat Package" brings a more luxurious and comfortable ride experience to the 130 model. In addition, the new Defender 110 also adds a new version of the Sedona Edition, which attracts the attention of consumers with its unique "Sedona Red" livery and limited release.

Although the new Land Rover Defender has won the market with its excellent performance and upgraded equipment, the Range Rover Evoque L of the same brand has struggled in terms of sales. For the whole of 2023, the sales of the Aurora L will only be 14,576 units, which is not enough compared to rivals Mercedes-Benz GLC, Audi Q5L and BMW X3. In order to stimulate sales, Aurora L had to adopt a price reduction strategy, and there were reports of "fracture discounts" during March and April, and the price of naked cars after the discount was basically less than 250,000 yuan. Despite this, the market performance of Aurora L is still not optimistic.

In terms of power, the Aurora L is equipped with a 2.0T high- and low-power engine and a 48V mild hybrid system, with a maximum horsepower of 200 hp for the low-power version and 249 hp for the high-power version. All models are equipped with a 9-speed automatic manual transmission as standard, and the high-end version is equipped with a real-time four-wheel drive system, and there is also a wading sensing function, which has the ability to do light off-roading. Overall, at the current price of more than 200,000 yuan, the Range Rover Evoque L is really cost-effective.

According to the latest sales data released by Jaguar Land Rover China, its total retail sales in the Chinese market will reach 106377 units in 2023, a year-on-year increase of 25%. Among them, the Range Rover brand delivered more than 25,000 units throughout the year, a year-on-year increase of 31%, and continued to maintain a strong position in the high-end market.

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