For a long time, Jaguar Land Rover is a model of high-quality British luxury cars in the eyes of many Chinese consumers, but the former model is not easy now.
2022 The total cumulative sales of Jaguar Land Rover in the first three quarters of 2022 was only 37,000 units, a year-on-year decline of 17.8%. The average monthly sales of the two brands were only 4,000 units. The former British luxury brand has now been completely marginalized.
Five years ago, Jaguar Land Rover was still proud in China. In the domestic sales of Jaguar Land Rover alone, the cumulative sales of Chery Jaguar Land Rover reached 84,000 vehicles, and increased by by 35.2% year-on-year. At that time, the Chinese market was the largest market in Jaguar Land Rover in the world. Jaguar Land Rover was half a level higher than BBA in the minds of Chinese people.
However, the sales decline of Jaguar Land Rover has also begun, with sales in 2018-2021 being 68,000, 53,000, 58,000 and 54,000 respectively. By this year, Jaguar Land Rover's sales have fallen sharply. Even though Jaguar Land Rover's models now have a high discount, commonly known as fractures, they still cannot recover their sales.
What is the problem with Jaguar Land Rover? The reasons may be multifaceted.
For example, the quality problem that has always been criticized has been said in the automotive industry that "there is no good , the Land Shooting cannot be broken." It seems to be ridiculous, but the poor quality of Land Rover is also well-known. We have never wronged the good car. In the J.D.POWER North American auto brand reliability rankings in 2013 and 2014, Land Rover ranked last and third last respectively.
On domestic complaint websites, Jaguar Land Rover has a large number of complaints from owners, and the most prone to problems are transceiver engines and electronic components. From 2017 to 2019, Jaguar Land Rover recalled 22 times in China, including 8 times in 2017, 7 times in 2018, and 7 times in 2019, with a total of 287,000 vehicles recalled. You should know that the total number of new cars sold by Jaguar Land Rover in the past three years is only 360,000.
Even Jaguar Land Rover senior executives personally admitted that their products are of poor quality. Jaguar Land Rover global CEO Thierry Bollore said in an investor conference call that due to the poor reputation of the vehicle quality, sales of more than 100,000 yuan per year and customer dissatisfaction have a huge blow to car sales. The market opportunities that are missing are even more regrettable. Even his CEO admits that there are quality problems, but many people are still shirking the stability of these two car brands.
For example, Jaguar Land Rover is advancing slowly in the new energy field, and new power car brands have had a huge impact on traditional luxury brands. Jaguar currently does not have a new energy vehicle model in the domestic market, and there is not even a plug-in hybrid model. Land Rover only has plug-in hybrid models, but it is not competitive in terms of cost-effectiveness or energy consumption. It is obvious that new car manufacturers such as Ideal, NIO , Xiaopeng, and Wenjie are causing a huge impact on these car brands with their outstanding product strength.
Jaguar Land Rover’s crazy discount strategy has seriously affected the images of these two car brands, resulting in the brand appeal of luxury car brands that were originally half a gear higher than BBA.
What is the prospect of Jaguar Land Rover? At present, it is dark, and these two car brands have almost no hope of turning around. It is only a matter of time before they can withdraw from the domestic market. The arrogant British car brands ultimately pay the price for their arrogance.
