It is reported that due to the COVID-19 epidemic, the whole automobile industry has been affected to some extent. Although Chery Jaguar Land Rover has achieved high sales performance against the trend, the overall sales situation is still not optimistic.
According to the data, Chery Jaguar Land Rover Automobile Co., Ltd. was established in October 2012165438+10, and the joint venture company is composed of Chery Automobile Co., Ltd. and Jaguar Land Rover Automobile of the United Kingdom * * *, with a share ratio of 50:50. Chery Jaguar Land Rover-Aurora's first domestic model was launched on February 1 day, 2065438.
Sales decline, China market decline?
It is reported that Chery Jaguar Land Rover sold 6,042 vehicles in August. In the first half of this year, the total sales volume of Chery Jaguar Land Rover brand was 228,065,438+0 vehicles. Although some media reported that Chery Jaguar Land Rover achieved four consecutive month-on-month growth from April to July this year, we can see that one of the most important indicators-sales base-is missing.
The data shows that from May to July this year, the total sales of Chery Jaguar Land Rover were 5,835, 5,980 and 58 17 respectively. In the same period, Volvo's sales were 1.38 million, 1.62 million and 1.62 million respectively, which was nearly three times that of Chery Jaguar Land Rover. Cadillac sold 20,900 vehicles, 23,000 vehicles and 20,000 vehicles respectively, nearly four times the sales of Chery Jaguar Land Rover.
In fact, this situation did not happen overnight. According to Dashi's data, the sales volume of Chery Jaguar Land Rover showed a trend of "losing ground" from 20 17 to 20 19. The three-year sales data are: 20 18, 8 1200 vehicles.
What should Jaguar Land Rover do if we live within our means?
In order to save the sluggish sales, from? From 20 18 "30% off the leopard and 20 19" 60% off the leopard and 30% off the tiger ",the result is not satisfactory.
According to industry insiders, most of the reasons for the market dilemma are: on the one hand, Land Rover's brand influence in the luxury brand market has been greatly reduced, and it has almost become synonymous with local tyrants' exclusive cars; On the other hand, the quality of Land Rover's products is frequently questioned, and the recall incidents continue.
According to the authoritative American survey company J.D.? According to the 20 19 annual new car quality report released by Power, the number of failures of Land Rover vehicles reached 224 times, far higher than the industry average 135. In addition, the data shows that in 20 17, Jaguar Land Rover recalled vehicles in China as many as 8 times, and the cumulative number of vehicles recalled reached106,000, accounting for 72.45% of its sales in China that year. In 20 18, Jaguar Land Rover recalled107,000 vehicles in China, accounting for 93.04% of its sales in China that year.
In addition, excessive price-for-volume exchange has seriously hurt its brand value, and the rate of preservation has been greatly reduced, resulting in a continuous decline in brand sales. For luxury cars, the hedge ratio has always been an extremely important measure.
In the future, with the continuous improvement of high-end users' demand for quality, brands can reverse the tonality of brands, adjust product quality control in time, and perhaps escape the fate of marginalization. As for the future development of Chery Jaguar Land Rover, we don't know.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.