AutoBeta(AutoBeta.net)10/23 Report--

Under the cold wave of the car market, various luxury brands have bucked the trend, whether it is first-tier luxury brand BBA, or second-tier brand Lexus, Volvo, Jaguar Land Rover and so on. Such performance is inseparable from the strength of well-known brands and attractive terminal prices, with the exception of Lexus.

A few days ago, a document about the wages of Jaguar Land Rover commercial pilots circulated on the Internet. The discounts for some models such as Jaguar Land Rover XEL and Land Rover Shenxing are all about 30 per cent, or even as high as 37 per cent. Among them, compared with domestic models, the discount on imported models is relatively low, and models such as range Rover are only equivalent to a 10% discount, but it seems a bit impractical for employees to buy range Rover.

Generally speaking, Jaguar Land Rover, known as "30% discount Leopard 20% discount Tiger", is not much different from the market terminal price in this price list, basically only a discount of about 20,000 yuan than the market terminal price. it's also a kind of welfare for employees.

However, employees of Land Rover Jaguar may have some understanding of the brand's "quality". After all, Jaguar Land Rover's quality control has been "praised" for many years. In Baidu search for "Land Rover, complaint" and other related keywords, found that similar problems are numerous. In the "2018 New car quality report" released by the authoritative American research company JD-Power, Jaguar Land Rover is at the bottom.

Jaguar Land Rover, which has no product strength, has gradually lost its reputation in brand maintenance. In fact, the market from import to domestic will be wider to a certain extent, but Jaguar Land Rover is not. The process of joint venture by Chery has led to a sharp decline in the height of the Land Rover brand, with terminal dealers raising prices from 200000 to 280000. It took only four years, and the aurora that landed at 700000 can now sell for more than 300,000 yuan on arrival.

If there is no advantage, it will naturally be eliminated by the market. Since June last year, Jaguar Land Rover's monthly sales in China began to "halve" frequently, with year-on-year decreases of 49%, 46%, 38% and 47%, respectively. In November alone, Jaguar Land Rover's sales in China plunged 50.7% to 6804 vehicles.

In the first quarter of 2019 (April-June), Jaguar Land Rover lost £395 million before tax, compared with a loss of £264 million in the same period last year, and operating revenue fell 2.8 per cent to £5.1 billion; overall global sales fell 11.6-128615 vehicles.

Since the second half of last year, Jaguar Land Rover has boosted sales by adjusting inventory and reducing pressure on dealers. Retail sales in China recorded three consecutive months of month-on-month growth in the third quarter, but still fell sharply compared with the same period last year. At the same time, rising sales of Cadillac, Lexus and Volvo have added a lot of pressure to Jaguar Land Rover. It is clear that Jaguar Land Rover will not be able to make a quick comeback by cutting prices.

In addition, India's Tata Group, which bought the Jaguar Land Rover brand from Ford in 2008, plans to find a partner. Tata said it is "willing to find a partner for Jaguar Land Rover to solve the current operational difficulties." but it has no plans to sell the troubled subsidiary. "

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat