Although it is late, the aurora is finally added “L”!
June 15th, the Land Rover’s new Land Rover Range Rover is the world’s first. The new car has opened the pre-sale at 17:00 on June 15th, and the pre-sale price range is 390,000 -48 million yuan. Among them, the pre-sale price of the new Land Rover Range Rover is 430,000 yuan.
In 2010, the Land Rover Range Range Range is in the form of pure imports into China. The advanced design style is amazing, and it is not too time to see now. Four years later, Qi Rui and Jaguar Land Rover cooperated with Jaguar as the first domestic model, shoulder heavy, but the performance in the market was not as dazzling, there was no increase in price, and the terminal also had a discount. And everyone will also pay attention to practicality after freshness. 
Before there is no longer, the current Aurora is a medium-sized SUV, and the wheelbase is only 2681mm, such performance is even more than a lot of compact SUVs. Plus 151mm from the ground clearance, it is necessary to have sports, economy, standard / comfort, off-road, snow 5 driving mode selection, and with the rear bridge limit sliding differential, but still can’t change its city SUV. Impression, which also makes the road tigers to proud off-road genes that cannot be revealed on this Aurora.
At the same time, the official guidance price of the current Aurora is 37.58 million to 5.058 million yuan, and the terminal offer is basically between 100,000-12 million, so a big offer. Strength, still failed to help sales, but it is a broken brand influence. After seeing a new car, the consumer is not “buying a car to increase the price”, but “sitting and wait for fracture.”
Affected by multiple factors, the Aurora from the previous “one car is difficult to seek” to the current “no one.” Therefore, after the analogous light plus “L”, can it make the sales volume, such as a chicken blood? 
Before answering this problem, let’s see what changes in the Aurora L. First, the wheelbase of the extreme light L is 2841mm, and the more than 160 mm is increased by the current model. The author also actually in the conferenceThe rear space of the Aurora L is detected, and the 1015mm leg space is indeed possible to greatly improve the activity range, with flying foil headrest and an electrically adjusted seat, and the overall comfort is indeed improved. Such performance can not be amazed, because after ensuring the comfort of the back row passengers, the front volume is actually general.
It is worth mentioning that the aurora L-start version launches Belvia green car / Narvik black car top, Seoul Pearl Silver Body / Rosenlo Red Car Top, Santorini Black Body / Seoul The three special appearance combination of pearl silver roofs, and provides shallow oysters / sandalwood black, pomegranate red / sandalwood, two seats and interior color matching schemes. In the design details of the seat, the panel, the “Range Rover” family identification and “first Edition” commemorative elements, it is indeed in place.
At the software level, the new car is equipped with a new InControl OS2.0 system, and the menu level design is fully optimized, and up to two-step clicks can implement 90 percent common functions. In the 10.2-inch HD touch screen and 12.3-inch interactive full liquid crystal dashboard, you can still feel full of technology.
It is worth mentioning that the Land Rover also prepares the second generation of smart key bracelets with HD OLED touch screen for the owners who like outdoor activities. The new generation of smart key bracelets support 40m waterproof depth, unlocking and closing the door and trunk through touch screen, and supports keyless access and starting vehicles, convenient for customers in hiking, swimming, rock climbing, running, etc. Under the scene, this is worthy of praise.
In fact, there are so many, what do you care? Still is the wheelbase of the extreme Lag L, and the configuration section is not very different from the current model. Therefore, the maximum highlight of the very light L is the length of the wheelbase, and the rear row is expanded.The room is also a small upgrade similar to the annual change. Although Audi Q5 after adding “L”, everyone is also saying that its configuration has not changed, but it has been extended, but this is at least a Audi, even if it is not extended, it is also a luxury medium SUV market. The popular models, the length is just adding a fire to the sales volume. But can the Audi Light L really and the Audi Q5 ratio? 
I said that this has to talk about the auroraity of the product. The three mountains of BBA are here, even if the greatness of more than 100,000 yuan, it is difficult to take a cup from the BBA bowl. If compared with the second-line luxury brand, the terminal discount of the Cadillac XT5 and Volvo XC60 is also very considerable. Moreover, it is possible to see the aerial figure in many complaint sites, which will also pull low the product image in the heart of the consumer.
So, even if it is extended, it will fall into a hard-working situation. The front is just BBA. When the second-line luxury brand, the new car may not There will be too big discount, so you can’t get a special advantage in the price, and the product image is lowered by the quality of the product. It is difficult for sales to produce quality in order of the appearance of its personality and a slightly long level.
Finally, in the eyes of the author, the Aurora L is too late. If the aurora is lengthened after domestic production, it may be able to pull the heat up. At this time, it is true that the market potential of Aurora L is really not too strong.
