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The traditional impression of luxury large cars belongs to the BBA brand, Mercedes-Benz S-Class, BMW 7 Series, Audi A8 are familiar models. Few people will mention the Jaguar XJ, the flagship luxury car of this generation is now approaching production, sales in the Chinese market is also very bleak, less than 50% off the price sold out, is currently the biggest price reduction luxury brand.

Jaguar XJ's market awareness and influence are far less than those of its BBA competitors, but the turn-back rate on the road is not low at all. Jaguar brand market price reduction has been relatively large, the industry even ridiculed as "30% off leopard", but this is not the most ruthless, now is lower than 50% off the price. The official guidance price of Jaguar XJ is 88.8 - 106.8 million yuan, and the market price has already dropped to the level of more than 500,000 yuan. However, due to the urgent clearance of inventory models caused by the switching of National VI, the market price of Jaguar XJ has gone to more than 400,000 yuan, as low as 4.6% off.

From the information released by dealers, 30% discount leopard becomes "folding leopard", the discount given is within 50% discount, and the car can be picked up at only half of the guide price. The dealer also said,"unexpected fracture model."

In fact, the national six emission standards have a great impact on the price of new cars in the market. Many brands clear the inventory of national five vehicles with the preferential strength of sharp price reduction. It is also common to sell new cars at a discount of 6- 7%. The target consumers of Jaguar XJ are mainly concentrated in the first-tier and second-tier cities. These areas officially implemented the national VI emission standard on July 1. The effective licensing time for the national five models is not long, and dealers have to sell at a substantial price. However, it is still very rare for Jaguar XJ to be directly discounted by 50%. When the price collapses completely, Jaguar XJ can be bought at the price of medium and large cars such as BMW 5 Series and Mercedes-Benz E Class.

Another reason is that this generation of Jaguar XJ is too old. Jaguar XJ was born in 1968, and the current X351 series was launched in 2009, which means that it has not been updated for ten years, and the product strength is definitely not as good as Mercedes-Benz S-Class, BMW 7 Series, Porsche-Panamera and other competitive models.

Due to its long history and poor sales, Jaguar announced that it would officially discontinue the XJ sedan in July. Jaguar confirmed that it did not mean that the XJ would be completely discontinued and that Jaguar would retain the model, but did not disclose when the next generation would be launched. There is news that the next generation of XJ models will turn to an electrified powertrain.

The 2018 Jaguar XJ currently on sale is equipped with a 3.0T V6 supercharged engine with a maximum horsepower of 340Ps and a maximum torque of 450N·m. It is matched with an 8-speed manual self-contained gearbox, which is divided into rear-drive and four-wheel drive versions.

At present, the brand value of Jaguar in China is declining continuously, and the price is further lowered after domestic production, passively participating in the fierce market price war, but the actual sales situation is not ideal. A sell-off at less than 50% off the Jaguar XJ is not surprising, but it will eventually damage the brand and destroy the reputation of the XJ luxury sedan it has built.

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