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At the Shenzhen, Hong Kong and Macao Motor Show, which opened on June 1 this year, Jaguar Land Rover China brought a new generation of range Rover aurora. It is also announced that the starting price of the new car is 359000 yuan, while the sports customized version is also available for pre-sale at 390800 yuan.

Land Rover Aurora made its global debut at the Guangzhou Motor Show in December 2010 and identified the Chinese name "range Rover Aurora" before entering the Chinese market in the second half of 2011. In just eight years, Land Rover has fallen from a top-tier brand to a second-tier luxury market. The aurora, which was once sought after by thousands of people, now sells only about 200 sets.

In the current fierce competition in the car market, the car market has upgraded from a single product to the whole brand promotion model. In this regard, in addition to providing better products, Jaguar Land Rover has also made a marketing decision in the Chinese market to set up a car owners' club and create a new marketing model.

This year, the Land Rover brand will create a 360 °, omni-directional experience platform with the "Land Rover all-terrain year", giving Chinese consumers the opportunity to gain an in-depth understanding of the extraordinary capabilities of ATRS Land Rover's all-terrain technology and Land Rover's "heart to boundless" brand concept. In addition, Land Rover set up the "range Rover Aurora owners Club" to comprehensively upgrade the exclusive APP platform of Land Rover owners, injecting new vitality into the car life of Aurora owners.

The new range Rover Aurora has the title of "Little Star vein". Compared with the previous generation, the new Land Rover Aurora appears more rounded, and the lines are also a minimalist design style. The front face of the new car uses the same headlamp group of star pulse, which has great brand recognition after lighting.

The size of the body has not changed much, and the wheelbase has only increased by 20mm. The overall line of the car body is also a design language that is close to the star of the range Rover. Hidden door design. The interior uses Windsor leather interior and rice flag group punched seats, as well as a number of high-definition screens under the star veins.

The new range Rover Aurora continues to feature a 2.0T Ingenium gasoline engine with a maximum power of 249hp. In the later stage, a light mixing system of 2.0T engine + 48V motor will be launched, and the comprehensive power is expected to reach 300 horsepower. The transmission continues to match the ZF horizontal 9AT gearbox, and the whole system is equipped with intelligent four-wheel drive system. Land Rover has previously proposed a plug-in hybrid version and a 1.5T light hybrid version of the 1.5T Ingenium three-cylinder engine + motor, while the all-electric range Rover Aurora is also planned.

The first sports customized model is also upgraded on the basis of the new-generation range Rover aurora R-Dynamic S model, adding high-tech configurations such as InControl intelligent leader, dual-screen premium touch screen, 12.3inch full LCD virtual dashboard, HD ultra-wide-angle streaming inner rearview mirror, 10 people sharing intelligent personality settings, and a series of custom appearance kits. Further enhance the high-tech level of vehicle intelligence and comfortable driving experience.

And Jaguar Land Rover has set up its first vehicle manufacturing plant outside Honda in the United Kingdom, which is located in Changshu City, Jiangsu Province. The plant also has industry-leading vehicle manufacturing capacity and is known as a "global model factory". Dai Murray, president of Chery Jaguar Land Rover, said: "with the commissioning of the second phase of the Changshu plant, Chery Jaguar Land Rover has greatly improved its strength in smart integration, smart interconnection and data sharing."

Changshu factory also through the whole vehicle Super BOM technology to achieve "one car, one order" manufacturing mode, creating more than 300000 kinds of personalized configuration combinations to meet the personalized pursuit of different consumers.

The upgrading of a new generation of range Rover Aurora highlights the firm confidence of this British luxury car brand in its future development. Product power has been significantly improved at the same time, through innovative brand activities and other marketing models, so that Chinese consumers have a deeper understanding, and further stabilize the advantage of Land Rover brand in the high-end SUV market.

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