Recently, Land Rover Defender has started offering discounts. We learned from our local dealer that all Land Rover Defender series are discounted by RMB 50,000 to RMB 350,000. I recall that when the Land Rover Defender was first launched, many dealers increased the price by 300,000 yuan to sell it. Even so, the supply exceeded demand at that time, and it once became the imported luxury brand SUV with the highest monthly sales.
However, the Land Rover Defender 5.0T model is offered a discount of 150,000 yuan. The current market guide price is as high as 1.266 million to 1.716 million yuan. It is a relatively unpopular model among the Land Rover Defenders. In contrast, domestic consumers prefer to buy it. Equipped with a 3.0T Land Rover Defender, the price is relatively low and the power is sufficient. The current discount is about 50,000 to 70,000 yuan.
Although the discount is relatively large, in order to obtain such preferential policies, you must first purchase with a loan, and the loan amount cannot be less than 500,000 yuan, which means that consumers have to pay a high loan amount Service fees and interest, and the dealer also provides some required installation items, the actual discount will be greatly reduced.
But it is still a good thing, because the price increase of 300,000 to pick up a car has become a thing of the past, and consumers can save a lot of money even if they buy it at a low price. According to the current market situation of luxury cars, 300,000 yuan is enough to buy a discounted Audi A4L, BMW 3 Series, etc. If you add the top discount of Land Rover Defender, the price drop will be enough to buy a BMW 540.
The reason why the price of the Land Rover Defender has plummeted is that after a two-year sales period, the accumulated deep potential customers have already digested it. After all, it is a high-priced luxury model with a starting price of 688,000 yuan. The market foundation certainly cannot be as deep as Haval Big Dog.
On the other hand, independent car companies have begun to make efforts in the off-road vehicle market. Although luxury cars are not cost-effective, but with a price of more than 1 million, no matter how you look at it, U8 is more cost-effective. Exploring further down the road, hard-core off-road vehicles such as the Tank 400, the Formula Leopard 5, and the new Toyota Prado, which is about to be launched, also perform well in terms of product strength, and have also seized the market share of the Land Rover Defender to a certain extent.
Finally, in the past few years, Land Rover has left a brand impression of "30% Tiger". As its most classic off-road model, the Land Rover Defender has a high product reputation and die-hard fans. But not every enthusiast is willing to increase the price to buy it. In fact, around me, there are Land Rover Defender enthusiasts who have been watching for 2 years, waiting for discounts to be released. Being rich is one thing, but being cut off is another. Something happened.
Editor's note:
Compared with luxury brands such as BMW, Mercedes-Benz, and Audi, Land Rover has been synonymous with "price increases" for a long time, including Land Rover Discovery 4, Range Rover, and even Evoque and Discovery Sport. During the period of high price increases, in our local area, the price of Land Rover Discovery 4 was increased by 600,000 yuan at its peak, and the price of the first-generation Evoque was increased by 200,000 yuan when it was first launched.
This predatory sales method is also one of the important reasons for the Land Rover brand crisis, causing its brand image to plummet. On the eve of the launch of the Land Rover Defender, I thought it would be a blockbuster model that would change the brand image. But unfortunately, dealers still adopted the method of increasing sales, and the manufacturers turned a blind eye to this.
It can be said that from Land Rover manufacturers to dealers, they have once again staged a "short-sighted" drama. Some people say that the purpose of the price increase is to make up for the losses of other models. But as mentioned above, price increases are an important reason for the Land Rover brand crisis. Using this method to make up for operating losses is a typical example of drinking poison to quench thirst. This time the price of the Land Rover Defender has plummeted, and I think Land Rover's image will be tarnished again.
