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When it comes to price increases, the first thing that comes to mind is the models under the Toyota brand, of which Lexus is the most prominent, attracting many admirers with its "low inventory" marketing method, which forms a huge contrast with the current price-for-volume model of many luxury brands. However, the guardians of new models launched by Land Rover, which has become a marginal luxury brand, have also achieved significant sales growth through price increases.

According to Jaguar Land Rover's official sales figures for the third quarter of 2020 (July-September) released recently, the cumulative global sales of Jaguar Land Rover between July and September 2020 were 113600, down 12% from the previous year and up 53.3% from the previous quarter. Among them, the new Land Rover Guardian, which only went on sale in July this year, sold 4508 units worldwide in September.

Thanks to the gradual recovery of the global car market, the Jaguar Land Rover brand has seen month-on-month growth for almost all its brands. In September alone, Jaguar Land Rover sales rose 28.5% compared with the same period last year. Range Rover sports grew 50% year-on-year in September. XFL and E-PACE and XEL both grew by 20%, 18.7% and 12.7% in September, respectively.

However, the brightest is the new bodyguard launched by Land Rover, which was launched in July and has grown by nearly 5000 vehicles in just two months, accounting for more than 10 per cent of sales.

It is worth noting that from the previous terminal sales, the new guard due to the high popularity of the model, so that the model seems to be in short supply, the market is in short supply, even after the new Land Rover guard arrived at the store, there is a price increase of 100000 to buy a car.

Although the Land Rover Guardian, as a car with a long history and strong off-road genes, also has a certain popularity in China, and is well-known in the off-road circle. However, due to the high pricing of the model, the Guardian sold only 601 vehicles in China from 2010 to 2019, with an average annual sales of only 60.

Until the arrival of the new Land Rover Guardian, officials also brought it to the domestic market and tested a total of 27 dumb silver special kits with a limited number of Guardians 110 at that time (price 923200). Unexpectedly, the model ended up with 169 orders in the Tmall store, far more than the previous generation of guards sold in the past three years, which undoubtedly reflects the success of the new Land Rover Guardian.

Another reason is that production of the previous Land Rover Guardian was suspended in January 2016, and the new generation of guardians was not officially unveiled until September 2019. After the replacement of the new guard, in addition to the integration of more fashionable design styles, coupled with its hard and fashionable appearance, as well as the blessing of its cross-country genes, soon attracted the attention of many consumers.

In part of the design of the continuation of the old products on the hard-line retro features, the replacement of the new guard also 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.

As a matter of fact, Land Rover also had a highlight period in China, when range Rover Aurora went public with a price increase of 200000 yuan. 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. This is one of the reasons why Jaguar Land Rover's sales in China continue to be sluggish.

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.

Of course, for an imported model with high market heat, it is easy to increase the price of terminal sales because of the limited production capacity and quota. However, the new guard is, after all, 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. How to maintain the popularity of growth through a number of upcoming models in the future market competition is the challenge that Jaguar Land Rover needs to face.

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