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Recently, Jaguar officials announced a price reduction message: a 49% discount on all Jaguar I-PACE models sold in Shanghai before July 31. In fact, the news that Jaguar I-PACE is selling cars at a 50 per cent discount is actually not surprising, so some former dealers have already sold the car at half price. Some consumers even jokingly call Jaguar a "broken leopard".

The news of luxury car price cuts is not news, but it is rare for Jaguar to sell cars at a direct 50% discount. It is understood that the I-PACE, the first pure electric model of Jaguar, was unveiled and sold at the Beijing Auto Show in April 2018. the price range of the new car is 63.08-718000 yuan. Jaguar official announced that the I-PACE was sold at a 50% discount, and the price finally came to between 32.17-356900 yuan.

As Jaguar's first pure electric SUV, the new car was no less hot than Tesla at the beginning of its debut, and Jaguar has high hopes for the development of this luxury pure electric, but facts have proved that this car has not attracted the attention of domestic consumers and has no bright spot in the market.

Jaguar I-PACE is an early pure electric SUV among luxury brands, and it has sold well in Europe and the United States. According to the data, the global sales of Jaguar I-PACE was 19000 in 2019, and the European market accounted for nearly 70% of the sales, but the sales in China were miserable. Jaguar I-PACE sold only 41 vehicles in the first half of 2019. Due to the disappointing sales data, Jaguar finally did not release the sales data of I-PACE in China in 2019.

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.

The discount of second-tier luxury brands in the Chinese market is no longer news, except for a few strong brands such as Lexus, other brands such as Cadillac, Volvo, Infiniti, Acura, Land Rover and other brands implement price-for-volume strategies all the year round.

Therefore, from the point of view of Jaguar Guanxuan selling cars at reduced prices, there is nothing wrong with themselves. after all, other luxury brands also have price cuts. Jaguar is just following the path that other brands are taking, but the problem is that Jaguar is selling cars at too large a price. The 50% discount reflects the current situation of I-PACE and even Jaguar. However, for Jaguar, the price reduction may also be a helpless move, in other first-and second-tier luxury brand price cuts, joint venture brand cost-effective product launch, Jaguar's life will be more and more difficult.

According to the latest figures released by Jaguar Land Rover, global sales of Jaguar Land Rover fell 24.9 per cent to 35334 vehicles in June, while total Jaguar Land Rover sales fell 42.4 per cent to 74067 vehicles from January to June, including 7.4 per cent in China in June.

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