"the range rover in the store won aurora l at a price of $429. 8 million, which is now officially down by $190,000 and less than 240,000 for naked cars!"
The salesman at a jeopardy panthers camp in beijing said to the times reporter, “we can still talk about the price if we can fix it”
It's auroral l
Behind the sharp drop was the erosion of the rover brand premium and the change in market patterns. On the one hand, the price reduction does not appear to have been increased in exchange for aurora l. According to data from the masters of the cars, the old hot-door vans won the aurora l for almost half a year, selling as little as 3509, and as low as 333 in september. On the other hand, it is the constant emergence of hard-core, hard-to-reach domestic production that has made rovers increasingly uncompetitive。
In recent days, new tanks, 400 under the cheshire flag, eight large five editions of the panthers and autonomous land cruisers such as the machete m817, have been added to the market。
From the information disclosed at the launch site by the above-mentioned brands, these models, while retaining the core functions of the land cruiser, also provide a good balance between comfort and intelligence。
Executive vice president of chiri's automobile, lee, at a press conference across g700, said that the development of the land cruiser was divided into three times: in the 1. 0 age, it was only through functionality, lack of comfort, the 2. 0 age, when rovers, jeeps and other imported high-end land cruisers were more comfortable, while taking security into account, and the 3. 0 age, when user needs, in addition to extreme security needs, were more sensitive to comfort, intelligence and ecological construction。
In the 2. 0 era, the international brand, represented by rover, has long dominated the domestic luxury hard-line market. But in the era of 3. 0 today, the giants of the past are not performing well. This shift in market position is directly reflected in the price policy of the end product。
One, aurora l down $190,000, pressured to a high-end car
According to official information, this represents a discounted retail price recommended by the manufacturer, which is based on the actual negotiated price after consultation with the distributor, with the activity ending on 31 december 2025。
The morning, however, told the times correspondent that the exact time at which the price reduction ended was uncertain。
In addition to a drop in the “sip price” of cash, the times correspondent learned that the guide's $429. 8 million win over the aurora l and glossy editions could be further reduced。
A quotation given in the morning shows that if the consumer buys in the form of a payment in instalments, the cost of the car can be reduced by another $10,000. “this sum is equivalent to the amount of interest shared for the user for the first 12 months, after which you may choose to continue the loan or to pay in advance.”
In rough calculations, even with the costs of purchasing taxes, checking cars (out of garages), insurance, etc., the down payment for the removal of the aurora l would require $63,000。
More than that, “if you buy a `two-pack' in the store, i. E. Three large packages are extended up to 180,000 kilometres over 6 years, you can not only enjoy the six-year, ten-year oil filter (including hourly work), but also reduce the cost of the car by another $10,000.” chen added。
If the price reduction described above is “soft-differentiated”, the replacement consumer would also benefit from additional benefits. For example, in the case of a brand-to-brand, the cost of a car can be reduced by $16,000, while in the case of other brand-to-brands, the cost of a car can be reduced by around $10,000. “if the purchaser is a big jaguar buyer, he can also get another $5,000 in cash.”。
Once known as the “youth first winners”, the winner is aurora l, the price drops behind the back, or the rover brand worries about sales。
According to the press, the global retail sales of jaguar rover in the 2024/25 fiscal year were 4289 million, a small 0. 7 per cent decrease from 4317,000 vehicles in the 2023/24 fiscal year。
Of these, jaguar brand sales amounted to 484,000, a 27. 5 per cent decrease over the same period. Rpg sold 11. 26 million, a 1. 8 per cent decrease over the same period; rpg found 4. 27 million, a 8. 0 per cent decrease over the same period. Although at the high end of the market, rover's victory was remarkable and achieved 22. 5 million vehicles in fiscal year 2024/25, an increase of 10. 4 per cent over the same period, there was no “salvation” group as a whole。
Rover's story of victory
In regional markets, the rate of decline in the chinese market is well above average。
Data show that in fiscal year 2024/25, the jaguar rover market in north america sold 120. 3 million units, an increase of 26. 6 per cent over the same period, and the british mainland market sold 8. 13 million units, a slight increase of 2. 0 per cent over the same period。
In contrast, the figures for the chinese market of 8. 37 million represent a 19. 7 per cent decrease over the same period; the european market has fallen by 8. 5 per cent to 7. 16 million; and other overseas markets have fallen by 3. 5 per cent, selling 7. 2 million。
More intuitively, the challenge is that china, as a joint venture, has a retail sales volume of 342,000 units in 2024/25, a decrease of 31. 9 per cent over the same period。
2. Why is the market becoming hotter and less expensive
Data from the online network for consulting and market research show that in 2024, the cumulative sales of suvs in china amounted to 9. 87 million units throughout the year, an increase of 6. 3 per cent over the same period. Among them, the sales of suv-type vehicles with off-road features or positioning as hard-line cross-country saw a significant jump, reaching 1. 87 million vehicles throughout the year, an increase of 12. 7 per cent over 2023 and an increase above the average of the overall passenger market。
In 2025, it is expected that the suv market in china's off-roads will outrun 2. 1 million units throughout the year。
In the context of increasing market growth, the sales of land rovers are being reversed。
One of the reasons for this is that the old “hard man” rover seems to be a little out of step when intellectualization and electricization have become irreversible trends in the entire automobile industry。
It's from a jaguar rover in beijing
In the financial paper, jaguar rover mentioned that in the 2024/25 fiscal year, jaguar rover electrified vehicles (including pure electricity, plugged-in mix, light mix) accounted for 78. 4 per cent of total retail sales, an increase of 3. 4 per cent from 75. 0 per cent in the 2023/24 fiscal year. Among them, the light hybrid (mhev) accounted for the highest proportion, at 62 per cent, an increase of 7 per cent over the same period, and became the mainstream option for the current electrification model。
However, it should be noted that the jaguar rover type does not require charging. It is supported by small electric power units to increase the efficiency of their gasoline engines by reusing the energy collected through slowing and brake energy recovery systems。
For the new energy model in the mainstream sense, especially the pure electric vehicle, only jaguar i-pace was under the banner of the jaguar rover, although the model had ceased production by the end of 2024。
Chen mae told the times correspondent that jaguar's new pure train model would be on the market in 2026, “but when the rover's pure train model will be on the market, we have not yet received any information about it”
In addition to the lag in the electrical transformation, rover's performance in the area of intellectualization is difficult to meet market demand and is clearly less competitive. It was further revealed in the morning that, if compared to the current level of intellectualization of the autonomous brand model, rover's intelligent configuration at this stage is still relatively basic。
Retrospect of autonomous brands, with continued strength in the area of intellectualization. According to incomplete figures from the times, the vehicles, including the cheetah 8, the cheetah 5, the g700, the east wind warrior m817max+, etc., have been listed as a frame of design for china's tactful driving ads4。
What is more disappointing to consumers than the “failure” of new technologies is the quality of rover products, which directly leads to a decline in consumer confidence. Since the end of 2024, jaguar rover has launched several recall events around the world involving several markets in the united states and china。
In september, a recall plan was filed with the national directorate of market supervision, in accordance with the requirements of the regulation on the recall of defective automobile products and the implementation of the regulation on the recall of defective automobile products。
Of these, rover found a total of 37,492 sports and auroral vehicles; and 6,4731 jaguar xel and xfl vehicles. According to chirie jaguar, the vehicles in the range of this recall may have suffered from an abnormal crack in the interface of low-pressure fuel pipes on the left side of the engine, resulting in a leak in fuel. In extreme cases, there is a risk of engine module fire and safety risks。
Just six months before the recall, chirie jee-chul rover motors ltd., jee-lou investments ltd. (china) and jee-lou trading ltd. Filed a recall plan with the national directorate for market supervision and recalled a total of 63,2452 units, as required by the regulation on the recall of defected automobile products and the regulation on the execution of defective automobile return。
Earlier, the national road traffic safety administration (nhtsa) of the united states stated that, as passengers ' airbags broke down, they might not be able to adequately protect their crews in collisions, thereby increasing the risk of injury, and that jaguar rover north america was recalling 20,999 vehicles in the united states。
Positioning high-end lifts to expand market sales with medium- and low-end vehicles and achieving economies of scale through a “high- and low-matched” product matrix is a common pattern of the automobile industry and one of the core strategies for enterprises to improve their performance。
However, as things stand, this jaguar rover strategy has not produced the desired results. At this stage, while jaguars rely on the high-end vehicle model for their victory, they have stabilized their position in the high-end market, but the performance of other medium- and low-end “discretion” vehicles has fallen short of expectations, ultimately leading to a marked decline in overall performance。
In fiscal year 2024/25, the jaguar rover battalion received pound29 billion, the same amount as the same period last year. But there was a marked decline in profits. During the reporting period, jaguar rover achieved post-tax profits of pound1. 8 billion, a decrease of 30. 8 per cent over the same period and a significant reduction in profitability。
(it's an alias.)
