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In the luxury SUV market and the field of off-road vehicles, Land Rover brands have high awareness, but also help brands achieve the highlight period in China, but under the double suppression of quality and word-of-mouth, Land Rover continues to decline, the most obvious change is the collapse of market prices, which has a serious impact on the brand image. Then, the news soon spread that the new guard of Land Rover, which had just been listed in China, had raised its car price by 100000, and it seemed that Land Rover had begun to turn the tide.

We note that recently, a number of industry insiders pointed out that at present, the new guard of Land Rover generally increases the price in the store by 100000 yuan, and the pick-up time given by some dealers will take more than three months.

In response to this matter, the media learned from a number of Jaguar Land Rover dealers in Shanghai that the new guard cars need to be decorated in order to lift the car, and now the market is equipped with 60,000-80,000 yuan of decoration. The price increase in other regions is about 100000 yuan.

From the perspective of terminal sales, the new guard seems to be in a state of "supply falling short of demand", and price increase sales have also reversed the market performance and brand tone of the Land Rover brand in China in recent years.

Wang Yan, Jaguar Land Rover China Executive Vice President of Public Relations and Corporate Communications, responded in an interview with China Business Media: "We hope this car will drive up the popularity of the entire Land Rover family and bring the Land Rover brand back to its original height."

Wang Yan also revealed that with the listing of the new guard, we also require dealers to speed up the sinking of the channel and approach consumers in as many ways as possible. At the same time, with the introduction of the SUV family, Land Rover will also launch a new guard 90 model at this year's Guangzhou Auto Show, targeting young consumers and female car owners.

Judging from the official response, the popularity and price increase of the new guardian of Land Rover is regarded as the beginning of the promotion of brand image. But on the other hand, Land Rover has been touted as a "30% discount tiger" in the market, and whether the follow-up market performance of the new guard can continue remains to be tested by the market.

As a car with a long history and strong off-road genes, the Land Rover Guardian has a high reputation in China, and is well-known in the off-road circle. The new guard after the replacement is the return of the car after a brief suspension of production, and its hard-line and stylish appearance, as well as the blessing of its off-road genes, soon attracted the attention of many Chinese consumers.

At the Chengdu Auto Show on July 24th, Land Rover officially announced the official guiding price of the new guard. There are four listed models with a price range of 77.8-958000 yuan, and the first batch of new guards on the market are all five-door version of the Guardian 110s.

The design of the new guard part continues the hard retro features of the old products, such as the straight and resolute waistline, window line and other main feature lines are retained in the new model, and the rounded rectangle is used in the appearance details such as China net, headlights, taillights and so on. at the same time, the prominent wheel eyebrow also highlights the off-road characteristics of the car. In addition, the new guard also integrates more fashionable design styles.

The square shape and the design of the plug-in spare tire are also the classic elements of the old model. In terms of size, the length, width and height of the new car are 5018 (including external spare tire) / 2008/1967mm, wheelbase 3022mm. In terms of interior decoration, the car mainly embodies a simple and practical style. A small area under the central control screen integrates functions such as shift lever, interior temperature adjustment and volume, while the central part designs storage space.

It is worth noting that the new guard after the replacement uses a load-bearing body. In terms of power, the Guardian 110 is equipped with a 3.0-liter in-line six-cylinder twin-pressurized engine and a 48-volt motor with a maximum power of 400 horsepower and a peak torque of 550 Nm. The transmission system matches the ZF 8-speed automatic transmission. At the same time, the new car is equipped with air suspension and supports suspension height and soft and hard adjustment.

Land Rover also had a highlight period in China, when range Rover Aurora listed a price increase of 200000 yuan to lift the car. However, under the influence of brands, products and market environment factors, many Land Rover products are dismal in discounted sales, the brand and market reputation have seriously declined, and the golden era of high brand premium is gone forever. In the widespread perception of consumers, "40% discount leopard" and "30% discount tiger" have long been a major feature of the brand.

Unexpectedly, eight years later, the land rover price increase sales situation appeared again. From the netizens' evaluation, we can see the huge contrast between the real market performance of the Land Rover brand and the price increase of the brand-new guardians.

There is a view that it will take time for Jaguar Land Rover to change its performance in the Chinese market, not only for changes in products, but also for the market and marketing of domestic and imported cars to form a joint force to deal with the current changeable market with a more flexible and rapid decision-making mechanism. Another point of view said that, after all, the new guard is a niche model in the market, which has little impact on the brand, and the promotion of Land Rover needs the market performance of volume vehicles.

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