When Chery was founded, global sales of the Range Rover Evoque surged 378% to 108,600 units, with China contributing the most.
Thanks to the popularity of the Aurora, China became JLR’s largest market in the world in 2012 with sales of 70,000 units.
So?
Domestic Aurora faces the first “Ximawei” is the import of aurora price reduction.
On February 1, the domestic Aurora was listed with a guide price of 448,000 to 582,800 yuan, which is generally 130,000 yuan cheaper than the imported version of 578,000 to 666,600 yuan.
However, due to the domestic market, the import model will stop selling, so the dealers of the imported Aurora on sale, a reduction of up to 50,000 yuan.
This narrowed the price gap between domestic and imported products to 70,000 yuan.
Because the domestic model has just been put on the market, many consumers have not enough confidence in its quality, coupled with the narrowing of the price gap, so that the public opinion appeared “the domestic aurora price is too high” voice, affecting the sales of the domestic aurora.
In fact, if you put the clock back a little more than a year ago, the Aurora was once priced 180,000 yuan higher because demand exceeded supply.
At that time, I also wrote an article in China Youth Daily titled “Who is Consuming Land Rover with a maximum price increase of 400,000 Yuan?”
In the article.
In retrospect, the Chinese consumer’s willingness to buy up is hard to understand.
From the horizontal point of view, the same situation in many years ago domestic listing situation also appeared.
At that time, the domestic Mercedes-Benz E-class had just come on the market, and the profit margin of imported E-class was as high as 100,000 yuan, which made the domestic model face the situation of slow sales as soon as it came on the market.
Later, after the integration of domestic Benz and imported Benz sales channels, such a situation no longer appeared.
It is reported that the dealers at present domestic Aurora also has a large price range, the lowest price has entered the price range of 300,000 yuan, compared with a year or two ago, the price has been cut in half.
In terms of configuration, the domestic Aurora is also equipped with advanced configurations including reversing image, all-terrain feedback adaptation system, automatic xenon headlights, 10-way electric adjustment + memory of the driver’s seat and cooling, heating and air conditioning seats according to the needs of Chinese consumers.
In terms of power, the domestic Aurora is equipped with the same 2.0T engine as the imported models, with a maximum power of 177 kW and a maximum torque of 340 nm.
In the process of test driving, the two biggest impressions of domestic Aurora to the author are: first, although the visual effects of the Aurora slip back design will make the rear head space is very short, but in fact, it will not be at all, even if the same car 180+cm big boy, sitting in the back row also do not have to worry about the head.
