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Jaguar brought its first all-electric I-PACE to the Chinese market at the Beijing Auto Show in April 2018. when the new car was first unveiled by many media reports, it was no less famous than Tesla. However, after more than two years on the market in China, this luxury electric car has been sold cheaply at a low price of 5.4%, and the "50% discount Leopard" is well deserved!

According to the exposed screenshots, the model sold at a 50% discount is a brand new Jaguar I-PACE EV400S with an official price of 630800 yuan, but now it offers a 55% discount and can be picked up directly at 335000 yuan. According to the price listed above, the price of 335000 yuan on arrival is relatively close to the current price of the long-lasting version of domestic Tesla Model 3. However, it should be noted that the pure electric counterpart of Jaguar is not the Model 3, but the more advanced Model X. now the price of this electric car has been reduced to the level of Tesla's entry-level model, which is enough to see how ugly the car is in the eyes of consumers.

Review the course of this car: in April 2018, Jaguar I-PACE was unveiled and put on sale at the Beijing Auto Show. The new car is priced in the range of 630800-718000, positioning pure electric luxury pure electric SUV,NEDC comprehensive range of 500km, the standard model is Tesla Model X, compared with Tesla Model X from 780900 yuan, this luxury pure electric still has a certain price advantage.

It can be said that Jaguar has high hopes for the development of this luxury pure electric model, but it turns out that it is very difficult for this car to have a foothold in the Chinese market.

According to the data, Jaguar I-PACE sold only 18000 vehicles worldwide in 2019, of which 12000 were sold in Europe, accounting for 67 per cent of total sales. However, selling abroad does not mean that it will also be popular at home. Judging from the performance of Jaguar I-PACE in China for nearly a year, it is difficult for this car to reach double digits, with monthly sales units for many months in a row. Sales of the Jaguar I-PACE fell sharply again in January, selling just 16 vehicles that month. It has to be said that the 50% discount sale of Jaguar I-PACE is also a last resort. In the current market context, price reduction has become the main means for Jaguar to boost sales. However, it is embarrassing that even if Jaguar sharply reduces its price, consumers may not necessarily pay the bill.

Why are sales of Jaguar I-PACE so low? Electrification is the inevitable trend of automobile development in the future, but Jaguar I-PACE does not have any bright spots. In terms of brand, Jaguar I-PACE is Jaguar's first pure electric car, but it is seen by the outside world as a test model in the field of electrification, and there will be some problems in all aspects. As far as the model is concerned, its price is as high as 630000 yuan against the Standard Tesla Model X, but in fact, it is not worth 630000 yuan in configuration and power. Even if the price is now reduced to the price range of Model 3, consumers may not choose this car. In addition, there are many uncertainties in the current development of electric vehicles, and consumers do not recognize pure electric vehicles, let alone buy a water-testing model that costs as much as 330000 yuan.

In fact, in terms of Jaguar's development in China, it is really difficult for Jaguar I-PACE to get high sales in China. After all, in addition to Tesla, Lexus and Volvo are also accelerating the development of the field of electric vehicles in the luxury electric vehicle market, and there are other car companies that are accelerating the development of the field of electric vehicles. The impact of this year's epidemic and the decline in the market will make the electrification process of Jaguar even more difficult.

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