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Since the domestic car market has suffered a series of declining sales and the impact of the epidemic, the demand for new cars has appeared obvious malaise, which forms a huge contrast is the repeated growth of the domestic luxury car market. But at the same time, luxury brands in marginal markets are still struggling. A few days ago, it was reported that a model under the Jaguar brand had fallen to 200000.

Sina Weibo verified car blogger "Automobile Review" recently posted a news about the discount of Jaguar models, in which you can see a XEL model parked in the showroom of a Jaguar 4S store, with a relatively attractive slogan-Jaguar 200000 yuan-on the roof. The terminal price of the new Jaguar XEL car has not only dropped to 200000, but also offers interest-free offers for two years and a complimentary gas card to attract target consumers.

As a British luxury brand, Jaguar, like domestic luxury brands such as Audi, Cadillac and Volvo, has already launched a "price for volume" strategy in the domestic market, offering huge terminal concessions. But even so, Jaguar's market performance still seems to lag behind.

Jaguar XEL was officially listed domestically in December 2017, with an official guiding price of 28.98-380600 yuan. I learned from the network channel that most dealers have offered a discount of nearly 60, 000 yuan for the car, which is equivalent to a 20% discount according to the guidance price from 289800, which is close to the luxury brand that gives the greatest discount in the same class. But some dealers offer more attractive prices. XEL, which starts at 200000 yuan, is already sold at a 30% discount.

As the sales reported by Jaguar Land Rover are calculated in the form of two brands, it is not possible to accurately get the specific sales data of the Jaguar brand. According to August luxury brand sales data, Jaguar Land Rover accumulated sales of only 8259 vehicles, of which Land Rover brand sales accounted for a relatively high, Jaguar brand relatively depressed. Jaguar XEL sold only 954 vehicles that month, compared with 7001 so far this year, according to single-model sales in August.

Jaguar XEL is the brand's most entry-level model, the new car is located in a medium-sized luxury sedan, the appearance of the British luxury style, the overall design is skewed towards the young sports style. Jaguar XEL is equipped with 2.0T high / low power engine, in which the maximum power of the low power engine is 200hp and the maximum torque is 320Nm, while the maximum power of the high power engine is 250hp and the maximum torque is 365Nm, which is matched by the 8AT gearbox, which can achieve a 100km acceleration of 7.2s.

It is no longer news that second-and third-tier luxury brands are sold at a big discount in the Chinese market, 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.

Today, as a luxury brand, the price of Jaguar XEL has dropped to 200000 yuan, or even close to the price of many mainstream joint venture medium-sized cars. It can be seen that some luxury brands are under market pressure to refresh the minimum sales price of models in order to obtain sales or clean up inventory of cars.

And earlier, Jaguar's first all-electric model, the I-PACE, offered a 50 per cent discount in the face of poor market performance. According to the new car price range of 63.08-718000 yuan, the terminal price is equivalent to 32.17-356900 yuan. But even after the price cut, the market feedback of Jaguar I-PACE is still very bleak, and the news of car dealers picking up cars at half price is also exposed.

In any case, "price for quantity" is almost the last bottom line for brands to seek survival in the market, and the adverse impact of price "collapse" effect on brands will continue, and it will become more and more difficult for follow-up development. If there are no new products to save performance, brands may be on the brink of life and death in the future.

Therefore, for Jaguar, price reduction may also be a helpless move, after all, in the market environment of stock competition, with the price reduction of other first-and second-tier luxury brands and the launch of high premium products from joint venture brands, luxury brands that rely on huge price cuts to survive, its days will also become more and more difficult.

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