Jaguar Land Tiger seems to be glare, it is actually difficult to hide the embarrassment of the Chinese market.
Recently, Jaguar Land Tiger announced in the UK (Jubi, J), US $ 6.5 billion in the fourth quarter of the United Kingdom, increased by 20.5% year-on-year, and the profit margin of interest and tax increased, The best record since 15 quarters.
After the financial report is released, some media focused on the fourth quarter of the Chinese market year-on-year growth in the fourth-year-old quarter and the year-on-year sales increased by 23.4 percentage, and based on this, the Chinese market is Jaguar The argument of Lu Tiger.
So, in the past few years, is China’s pretty poor Jaguar Road Tiger? Did the Jaguar Land Rover China really “single ride save the master”? The answer may be negative.
Jaguar Land Tigger achieved sales year-on-year growth in the Chinese market. The global sales of 111,000 units also accounted for nearly 1/4 of the Global sales of Jaguar Land Rover, but if the original text released by Jaguar Land Tiger English official website found that the transcript of the Chinese market did not have some media to blow so ideally.
In the core part of this financial report, China’s related content has been 3 times.
The first time is a summary of the beginning, the financial report mentioned that the new guards of the heavy new car are sold in China and the global sales, the fourth quarter of the Jaguar Land Tiger has increased by 20.5%.
The second and third times are the second segment of the body, and the Jaguar Land Rover expressed benefits from the fourth quarter of the Chinese market. From January to March 2021), the company has achieved growth in the fourth quarter, but although the Chinese market has achieved 23.4% year-on-year sales growth, Jaguar Land Rover Global annual sales “still fell 13.6%” .
and in Jaguar Land Tiger CEO THIERRY BOLDuring the summary, it emphasizes the successful promotion of the Jaguar Land Tiger “Equipment” program to the company’s important significance. As for the performance of the Chinese market, one word has not been mentioned.
From this financial report original, we can get to the following important information: 
First, the Chinese market is just “recovery “Moreover, because the sales volume of the epidemic in the second year of 20020 is actually incorporated into the 2019 fiscal data, the 20020 fiscal year will look more bright, and this” recovery “did not save the Jaguar Land Rover Sales decline.
So, what is the profit growth that seems to be frowning?
Jaguar Land Rover CEO has trunched the mystery, the profit is mainly from the “throttle” program brought about the “Synerg” plan, and the profit in the financial report is the profit of interest and taxation, if deducted loan interest And taxes, Jaguar Land Tiger’s general probability is still in a loss, otherwise it can be given to the net profit number.
From this financial report original, we are not difficult to see that the current state of Jaguar Road will only be “breathed”, from it It can’t read the meaning of “China’s market is excellent”, in order to mention it to the Chinese market.
In fact, even a so-called “recovery”, the cost is also extremely expensive.
Current exchange of tiger leopard skills?
After entering China, Jaguar Land Tiger, in addition to “SMIN”, Song Siming, “Every man wants to have a road to the rope”, the most familiar number of consumers is probably “seven-fold leopard striking tiger “Oh, these two sentences, the jaguar road tiger is high in the Chinese market.
At the beginning of entering China, the Jaguar and the Land Tao came from afar, with “royal bloodline” British luxury brand, then, increase the price to buy one Vehicles or Jaguar is a symbol of money and power, let countless might becomeIf you are. But after domesticization, Jaguar Land Rover After taking a short sales joy, the top of the food chain of the luxury car market fell from the top of the luxury car market, often requiring the price “fracture” to barely exchange for a certain amount of sales.
The Jaguar Land Tiger China has sold the “recovery” in fiscal year, and it also flashed the price exchange.
In Oct 2019, the Jaguar Land Tiger dealer has stopped from the lack of profit, and the president of the company will order a new car. At that time, Chen Xuefeng, the executive vice president of the joint venture, Chery Jieji, and said that Jaguar The Land Rover does not fight the price war, not for the purpose of promotion.
Don’t say it, the body is very honest.
After the sales of the epidemic peak is stagnant, the price of the Jaguar Land Tiger has become conducive.
In July 2020, the monthly data released by the China Auto Flow Association showed that the Jaguar Land Tiger was in the middle of the stock depth in all car brands in the middle of all car brands, that is, the dealer’s warehouse squeezed Jaguar Land Tiger Car is nearly 3 times the monthly sales.
Under such inventory pressure, the dealer has to cut the price, even if it does not make money, it is necessary to sell the car to change. Support the cash flow that is not in the store.
In February this year, Chen Xuefeng, which is called “Do not fight price war”, the price war of Jaguar Land Tiger has never stopped. 
On the owner of the car owners in a well-known industry, the guide price of 31.98 million Jaguar main models 2020 Xel2.0T 200PS R-Dynamic S will enter the sports version, and many car owners have reached 22.5. There are about 10,000 2020 points for the guide price of 382,800 Discovery Sports Edition 249PSR-DYNAMIC performance version, the bare car price is 270,000, all are just 30% off.
The imported model has not been spared, after the new listing, the guide price is 1.03 million old Range Rover sports version 2020 3.0 l6 HST, already There are dealers to report nearby online.300,000 discounts, almost seven or three folds.
The online quotation has been so huge, and it can be more crazy if it is imaginated that the price of the line is in place. It can be said that the price reduction of this unique price is the so-called sales “recovery” in the Chinese market for the Jaguar Land Tiger.
In fact, crazy price cut is not the biggest problem of Jaguar Land Tiger. After all, it is used as a second-line luxury brand. If the price does not occupy a certain advantage, it is difficult to resist BBA’s offensive, terrible is that Jaguar Road Tiger is currently In addition to the price reduction seems to have been applied.
In addition to the rights of various dealers and consumer rights news, in recent years, Jaguar Land Tiger seems to have little existence in China, neither creating an impressive explosive model, and has not passed It is lowered to upgrade your market.
Going to this point, on the one hand, because of the beginning of entering China, the Jaguar Land Tiger has problems in the brand shaping, attracting a lot of budget, but the quality and worry-free society becomes the owner, let the civil servant, doctor These Jaguar Lands and Tigers original high-end target people are far away, and on the other hand is the lack of productivity. 
After domesticization, in the face of the first line of BBA and second-line Lexus and Cadillac, Jaguar Land Tiger in terms of product differentiation or core competitiveness. There is no great highlight.
Land Tiger’s Golden Version – Strong Urban Performance – In front of the city SUV, more and more urban SUVs, the advantage is no longer obvious; while Jaguars are mainly luxurious, but the power performance and driving sense I can’t mention the BMW, I can’t ride the Mercedes, the science and technology, and Audi have a gap, saying that it is a balance, saying that it is difficult to listen to mediocrity.
In terms of quality, Jaguar and Land Tiger are world-renowned “resilience”, frequently ranking in the forefront of the countdown in various quality evaluations.
In the end, the Jaguar Land Rover can only be caught in the Chinese market “brand recognition is low – sales difference – manufacturer pressure stock – dealer mad price – brand RecognizeLength of “”
Where is the future?
From the current Jaguar Land Tiger to the prescription of himself, this “The former noble” mainly puts the hope of hope in two aspects, one is to continue the new CEO “” throttle “measures to reduce operational costs, and simultaneously achieve” open source “in emerging markets such as electricity and China through a new product platform. 
These measures can be successfully landed in the Chinese market, and it is still a question.
For further compression of operating costs, it will make Jaguar Land Tiger China’s existence is already very weak. And the quality of the product quality word of mouth is added to the snow?
As for the electricization, the i-PAC in 2018 was seen by the industry as a strong challenger in Tesla.
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But in the past few years, Tesla has been flying through the Chinese market, but the Jaguar Land Tiger has rushed to the evening. In the case of the factory, it is also a good opportunity to miss the Chinese electric car market, and this is also the problem that Jaguar Land Rover has been facing in China. The product is updated completely with the rhythm of Chinese consumers.
Where is the approach of Jaguar Land Roker? The answer is of course China.
Because only in China, you have the opportunity to see a high-end luxury car and electric vehicle market that is huge, but still in the rapid growth. These are the direction of the Jaguar Land Tiger.
However, today, we have issued a speech from Jaguar Land Tiger, especially the speech of Jaguar Land Tiger CEO, still has not seen Jaguar Land Tiger to give sufficient China’s market. Pay attention to, at least Mask, attended the Chinese gap, this may be the root cause of the Jaguar Land Tiger in recent years.
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If the Jaguar Road Tiger really wants the Chinese market to become its own “Savior”, increase the investment in the Chinese market, speed up the product development of Chinese consumers, and strive to improve the quality of the product, and the confidence of reinability dealers. BeExhaust.
But these initiatives are inseparable from a fundamental premise, that is, put down the British aristocratic shelves, painful thinking, and truly pay attention to the Chinese market and Chinese consumers from the strategy. If you can’t do this, the Jaguar Land Route Ambitious “Reimagine” program may only stay in the “Imagine” level, becoming the mirror in the mirror. 