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When it comes to the famous British brand Jaguar, it must be the discussion of its terminal price. After all, it is known in the industry as "30% discount tiger, 20% discount leopard". Recently, it was found that the price of Jaguar's XEL model was as low as 180000 terminals on the Internet, which was almost the same as the Cadillac ATS-L, which was facing the end of the model.

According to the specific situation of a website, the model has not entered the end of the product, only the inventory clearance under the alternation of new and old models. Among them, Jaguar's XEL 2019 2.0T 200PS elite version, that is, the lowest configuration model, the terminal discount price went to 183200, a 6.5% discount compared with the guiding price of 281800. This price is indeed very low. After all, the price of a luxury brand is comparable to that of some joint venture brands.

Of course, I believe many people are very confused about the authenticity of such a price. For this reason, according to the specific authorized dealers on the website, it is true that some authorized stores have reached a terminal discount of 98600, but it is still impossible to guess whether this is to attract consumers to the store or to really clear inventory. It is worth noting that the preferential model is only a national five model, so in some restricted areas, even if there is such a price may not be able to be listed, so that some potential consumers are "powerless."

In fact, the use of expanded price concessions for national five models can indeed increase consumers' desires. after all, under the dual influence of the current poor car market and the spread of the epidemic, consumers' demand for cars has been weakened in a short period of time. If the old models are not cleaned up in time, the new models will also be squeezed, and over time will also become inventory cars.

Moreover, in the current highly competitive luxury car market, there is no excellent brand advantage and product strength, it is difficult to compete with competitors, such as Jaguar brand in product quality has indeed been criticized by end consumers. And these brands, which are not recognized by the market, can only fall into the ranks of price reduction competition. In addition, second-tier luxury brands not only face the price reduction of first-tier luxury brands, but also face the price war of competitors at the same level, and the living environment is very bad.

However, the "price war" is also a double-edged sword, price for volume can indeed achieve rapid sales growth in a shorter period of time, but as a luxury brand, the price collapse leads to a great negative impact, not only harming old car owners, but also self-lowering prices lead to a decline in brand premium, the adverse impact on the brand will continue, and the follow-up development becomes more and more difficult.

So much so that Felix Brotigam, Jaguar Land Rover's chief business officer, has said that he will focus on sustainable growth and profits and will no longer pursue sales, which means Jaguar Land Rover will not discount in China. Then the result can also be predicted that it will be farther and farther away from the Chinese market.

Although Jaguar Land Rover is a second-tier luxury brand, its overall brand and image in China has not been very optimistic, and there is a big gap compared with Cadillac, Lexus, Volvo and other second-tier luxury brands.

According to its global sales data, it was 558000 in 2019, down 5.9% from 592000 in 2018, with sales in China down 13.5% from a year earlier, one of the biggest declines in domestic luxury brands.

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