Core Insights - The significant price reduction of the Range Rover Evoque L, with a manufacturer suggested retail price of 429,800 yuan and an official discount of 190,000 yuan, reflects the weakening brand premium of Land Rover and changing market dynamics [1][2][3] - Despite the price cuts, sales of the Evoque L have not improved, with only 3,509 units sold in the past six months and just 333 units in September [1][2] - The emergence of new domestic off-road vehicles, such as the Tank 400 and Chery's Zongheng G700, has increased competition, making the "affordable" Land Rover less competitive [1][2] Pricing Strategy - The official price after discounts for the Evoque L is under 240,000 yuan, with further negotiation possible upon ordering [1][3] - Additional discounts are available for financing options, trade-ins, and purchasing insurance packages, potentially lowering the effective price further [5][6] Sales Performance - Jaguar Land Rover's global retail sales for the fiscal year 2024/25 were 428,900 units, a slight decrease of 0.7% from the previous year [7] - The brand's performance in China is particularly concerning, with a 19.7% decline in sales, contrasting with growth in other markets like North America [9] Market Trends - The overall SUV market in China is growing, with a 6.3% increase in total sales and a 12.7% increase in off-road capable SUVs [10] - However, Land Rover's sales are declining, attributed to a lag in electrification and smart technology compared to domestic competitors [10][12] Product Quality and Recalls - Land Rover has faced multiple recalls due to quality issues, impacting consumer trust and brand reputation [13][14] - Recent recalls involved significant numbers of vehicles, raising safety concerns and further complicating the brand's market position [14] Financial Performance - Jaguar Land Rover's revenue for the fiscal year 2024/25 was 29 billion pounds, remaining stable year-on-year, but net profit fell by 30.8% to 1.8 billion pounds, indicating weakened profitability [15]
受国产越野挤压，路虎也不香了？揽胜极光L直降19万，销售称价格还能谈
3 6 Ke·2025-10-27 10:53