1, brand influence. Although the Land Rover brand once had a glorious history in China, with the passage of time, its brand influence has been greatly reduced, and it has gradually become a second-tier luxury brand. Thanks to Chery's blessing, it has persuaded many target users, so it is increasingly difficult for the Land Rover brand to be favored by consumers.
2. Product quality problems. The quality problem first appeared in March, 20 15 15. Land Rover Aurora was reported by CCTV that there was a gearbox failure in Aurora, and sales began to decline after the roll call. Then it was recalled on 20 16 due to gearbox problems, and on 20 18 due to engine problems. It is precisely because of so many failures that consumers have lost confidence in the quality of Chery Land Rover models, which is also the reason for the decline in sales of Chery Land Rover.
3. Marketing: After many recalls, we lost many customers. In order to save the sales of Land Rover, we have adopted the marketing method of price reduction, and the price reduction is relatively large. Taking Chery Land Rover Aurora as an example, the initial price was 448,000 yuan, and the price was reduced by about 50,000 yuan in just five months. Although price reduction is a friendly thing for users who haven't bought a car, it is different for consumers who have already bought a car, because the price difference between the owner before and after buying is too big, which damages the interests of consumers to some extent, leading to consumers' distrust, and the slogan "30% off the tiger" has also appeared in the auto market.