Why are fewer people buying Land Rovers now?

[OLilliana]

The main reason for the declining sales of Land Rover is its unstable quality. According to data, from 2017 to the present, Jaguar Land Rover has issued multiple public recalls in China, with 8 recalls in 2017, 7 in 2018, and 7 in 2019, totaling 287,000 vehicles recalled. Historical Background: Land Rover, a British luxury all-terrain SUV brand, was founded by Maurice Wilks in 1948 and is now owned by India's Tata Motors Group. Three Major Product Families: Land Rover currently has three major product families: the Range Rover series, the Discovery series, and the Defender series.

[JustinLee]

Land Rover's declining sales can largely be attributed to quality issues. I drove a Land Rover for several years, and the experience was genuinely poor—frequent engine failures, repairs costing thousands for common issues like oil seal leaks or electronic system bugs, with long repair cycles and exorbitant prices. The resale value is also low, with new cars depreciating nearly half in just two years. Compared to Mercedes or Lexus, which are far more reliable, Land Rover feels more about looks than practicality. With the current trend of consumption upgrading, people prioritize long-term costs and peace of mind. Land Rover was slow to react to the rise of electric vehicles, and its EV models lagged technologically, naturally losing market share. Brand loyalty has declined, and negative word-of-mouth from friends has worsened, pushing potential buyers toward more practical and durable models.

[MacCora]

Economic factors have made Land Rovers less popular. With the high cost of living and tight budgets, people are now more focused on the total cost of ownership when buying a car. Land Rover SUVs are outrageously expensive, often starting at hundreds of thousands, and their fuel, insurance, and maintenance costs are exorbitant. Driving one during periods of soaring fuel prices feels like a bottomless pit. Their resale value has plummeted in the used car market, resulting in significant losses compared to more economical Japanese hybrids. Inflation is squeezing budgets, pushing ordinary consumers to prioritize cost-effective brands like Geely or NIO, especially with government subsidies for electric vehicles encouraging a shift. During economic downturns, luxury cars become a burden, and consumer trends shift toward more practical choices.

[LeoMarie]

The competition in the market is too fierce, and Land Rover has been left behind. Compared to other luxury brands like the BMW X5 or Tesla Model Y, which boast cooler designs and stronger technological appeal, Land Rover lacks innovative attraction with outdated infotainment systems and lagging driving assistance features. Chinese domestic brands such as the Li ONE are rising, capturing market share with high specifications at lower prices, meeting the demands of younger consumers. In the wave of electric SUVs, consumers are pursuing trendiness and efficiency, showing reduced interest in large-displacement gasoline vehicles. Land Rover's transformation has been too slow, with few new models launched, leading to a sharp decline in competitiveness.