On June 11, 2026, "Range Rover Evoque L drops to 179800 yuan" became a hot topic on Weibo.

The official guide price starts at 429800 yuan, and the final transaction price has been below 180000 yuan. There is a direct quotation of 179800 yuan for store sales, and we can negotiate for a loan.

In less than three years, the price has halved. A few years ago, when this car first entered the Chinese market, it landed at nearly 900000 yuan and had to wait in line for three months after an additional 200000 yuan.

The decline is nearly 80%.

The people who raised prices to compete for Land Rover back then probably never dreamed it would happen today.

01. From raising the price by 200000 yuan to breaking the bone on the ground

In March 2026, Jaguar Land Rover released its fiscal year 2026 results: global revenue of £ 22.9 billion, a year-on-year decrease of 20.9%. The pre tax profit and special project profit were only £ 14 million, compared to £ 2.5 billion in the previous fiscal year. A year-on-year drop of 99.44%. The adjusted pre tax profit margin dropped sharply from 8.5% to 0.7%, resulting in a net loss of £ 244 million after tax.

The Chinese market is more intuitive. In the fiscal year 2026, Jaguar Land Rover's wholesale sales in China decreased by 26.8%, and retail sales decreased by 25.4%. For every four cars sold, there is one less than the previous year.

Of course, this is not the predicament of the Land Rover family.

At the beginning of 2026, BMW adjusted the retail guide prices for 31 models, with 24 models experiencing a decrease of over 10% and 5 models experiencing a decrease of over 20%; Mercedes Benz subsequently lowered the official prices of its main models such as the C-Class and GLC, with a maximum reduction of 69000 yuan. The wave of price reductions quickly spread to almost all joint venture brands such as Volkswagen, Nissan, and Honda. Some Audi A6Ls have a suggested retail price of just over 450000 yuan, but the bare car price has dropped to about 260000 yuan, equivalent to a 40% discount.

The answer is hidden in the May 2026 data of the China Association of Automobile Manufacturers. The retail penetration rate of new energy vehicles in the overall passenger car market in China reached 62.9% this month, an increase of nearly 10 percentage points compared to the same period last year. The penetration rate of independent brand new energy is as high as 81.4%.

The opponent of fuel powered cars is no longer another fuel powered car. Across from Land Rover's price reduction are Xiaomi YU7, Wenjie M5, Ideal L6/i6, and BYD Tang L. These models are competing for the same group of buyers in terms of intelligent cockpit, assisted driving, energy consumption, and price.

In June 2026, the last Land Rover Range Rover Evoque L was completed and officially discontinued to clear inventory. At the same time, Chery Jaguar Land Rover's new energy brand "FREELANDER" has been launched. An era is coming to an end.

02. Is Land Rover finished? The collective farewell of fuel vehicles

However, while the news of Land Rover's "fracture" in the Land Rover store flooded the screen, another story about Land Rover was little known.

To the southeast of Birmingham, UK, a giant factory covering 300 acres operates quietly - the Land Rover Solihull factory. Its predecessor was a World War II military factory, and the first Land Rover Series 1 was produced here in 1948. Nowadays, it is not only the largest of Jaguar Land Rover's three modern factories in the UK, but also the largest all aluminum body production base in Europe.

In the vast factory area, robotic arms shuttle in the air, and aluminum frames are orderly pushed forward on the assembly line. At the delivery center, customers can directly complete a one-stop experience of factory visits and off-road test drives.

Yes, Land Rover has always been welcoming customers. The Solihull factory is open for visits to the public all year round, and advance reservation is required. Accompanied by a factory guide throughout the process, it takes about 80-90 minutes. After the end, you can also go to the Land Rover Experience Center and drive the Range Rover or Defender with professional coaches to experience real off-road conditions.

It's better to spend 200 yuan first to see the birthplace of a Land Rover from 900000 yuan to 180000 yuan.

03. In the dark, go to the Land Rover factory and take a look

When gasoline car brands continue to "fracture" in the market, some things have not disappeared, they have just changed their way of existence.

The Land Rover is experiencing a darkest moment. Price reduction, production stoppage, losses, and transformation, it is betting whether it can regain its shine in the new energy track.

The Solihull factory is still there. The robotic arm is still in operation, and engineers are still polishing every Range Rover. Land Rover has turned its production lines into museums, factories into attractions, and car manufacturing itself into an experience. This itself is an answer: when a brand no longer only sells products, but sells the emotional connection of "seeing with one's own eyes" trust and "personally participating", it may not be far from standing up again.

This is also the reason why we included the Land Rover factory in this year's UK training group.

Entering Solihull's production line, standing in Europe's largest all aluminum body workshop, watching how a century old brand turns around in the darkest moments - this experience is difficult to truly perceive without being on site.

See you in the UK in August!