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Recently, according to the sales list of more than 500000 luxury brand electric vehicles released by Sinochem data in July 2021, Jaguar I-Pace7 sold only 16 vehicles a month. It is understood that Jaguar I-Pace, as Jaguar's first pure electric model, positioning medium-sized SUV, launched a total of three models in April 2018, with a price range of 63.08-708800, and the former counterbid model was Tesla Model X, but in fact, the lowest terminal transaction price of Jaguar I-Pace has fallen to 371300, equivalent to a 45% discount.

Felix Brotigam, chief business officer of Jaguar Land Rover, has said that "in 2020, Jaguar Land Rover in China should be in line with market positioning and insist on no discount", in an attempt to reshape Jaguar's luxury brand image. However, in July 2020, Jaguar announced a price reduction: a 5% discount on all Jaguar I-PACE models sold in Shanghai before July 31. This discount is almost the biggest discount for luxury brands in the Chinese market. Take the entry-level version of Jaguar I-PACE EV400S as an example, its official guided price is 630800 yuan, but the discounted price is only 321700 yuan, a decrease of as much as 300000 yuan. According to professional analysis, the reason for the poor sales of Jaguar is that the size of its car is too small, and the battery life of 456 kilometers of pure electricity can not meet the needs of consumers.

Earlier, according to foreign media reports, Jaguar will transform into an ultra-luxury brand in the future, competing with brands such as Bentley, and the new products will sell for more than 100000 pounds (about 900000 yuan). The new Jaguar family will launch three new models, which are expected to be two crossovers and a two-door sports car. Jaguar executives have said that Jaguar will vigorously enhance its brand positioning in the future, targeting competitors such as Bentley as super luxury brands, rather than current competitors such as Mercedes-Benz, BMW and Audi. At present, Jaguar's main competitors are mainstream luxury brands, such as BMW, Mercedes-Benz, Audi, Lexus, Cadillac and so on. Although Jaguar's main competitors are mainstream luxury brands, such as BMW, Mercedes-Benz, Audi, Cadillac and so on, its sales are not as good as those of mainstream luxury brands. According to June retail sales figures released by the China Automotive Center, BMW-Benz Audi sold 57339, 43832 and 53528 vehicles, Cadillac 15799 and Jaguar only 1431.

According to the plan, the Jaguar brand is expected to be electrified into an electric car brand by 2025, which means that the fuel models of the Jaguar brand will be phased out and replaced by electric vehicles, while the Land Rover brand will launch more than six all-electric models in the next five years, including SUV and cars, competing with other car brands for the new energy vehicle market. Cui Dongshu, secretary general of the National passenger car Market Information Association, also said that in the face of the wave of electrification, Jaguar Land Rover has no room to consider the success of the transformation, and the imminent transformation will bring tremendous pressure to Jaguar Land Rover.

From Jaguar I-Pace7 monthly sales of only 16 vehicles, we can also see that Jaguar wants to use price for quantity is obviously not feasible, of course, second-tier luxury brands discount in the Chinese market is no longer news, in addition to a few strong brands such as Lexus price increase behavior, other brands such as Cadillac, Volvo, Land Rover are perennial implementation of price-for-volume strategy. Jaguar is just following the path that other brands are following, but the problem is that Jaguar has cut prices too much, and selling cars at a 50% discount reflects Jaguar's current situation. For Jaguar, the price cut may also be a helpless move, but if there are no new products to save the performance, Jaguar's life may become more and more difficult.

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