case study - Jaguar's Passage to India Question 2 with answer (chinese translation)

In 2016, Jaguar launched the second-generation XF sedan with a V6 engine and a 5-year, 60,000-mile warranty at a base price of $51,600. The new price represented a savings of approximately $5,100 from the previous model year. What is the rationale behind these changes?

Before identifying the rationale behind it, it actually can first find out what is the purpose of the decreasing of the base price of the second-generation XF sedan. Commonly, the decreasing of the base price is based on the purpose of enhancing and stimulating the sales and attracting the consumer. In this situation, what is the reason that Jaguar needs to enhance the sales even launching a lower-priced product?

在确定其背后的原因之前，实际上可以先弄清楚二代XF轿车底价下调的目的是什么。 通常，降低底价是出于提高和刺激销售、吸引消费者的目的。 在这种情况下，捷豹推出低价产品的原因是什么？

Around 2017, Jaguar is facing a significant drop in sales, especially in the China market due to its quality issues. In fact, Jaguar has lost about 354 million pounds within the first six months of 2018 too (Gibbs, 2019), which also caused the depreciation of jaguar reputation and image value. In this case, Jaguar is being forced to make some changes to respond and react to these sales crises. To solve this, Jaguar needs to make certain improvements on their vehicles to increase quality and also increase the attraction of vehicles to consumers by lowering the price. Jaguar is hoping to regain the trust of consumers and refix the relationship with the consumer to slow down or eliminate the users’ prejudice against their product.

2017年前后，捷豹因质量问题面临销量大幅下滑，尤其是在中国市场。事实上，捷豹在 2018 年前六个月也损失了约 3.54 亿英镑（Gibbs，2019），这也导致了捷豹声誉和形象价值的贬值。在这种情况下，捷豹被迫做出一些改变以应对这些销售危机。为了解决这个问题，捷豹需要对其车辆进行一定的改进，以提高质量，并通过降低价格来增加车辆对消费者的吸引力。捷豹希望重新获得消费者的信任，并重新修复与消费者的关系，以减缓或消除用户对其产品的偏见。

Else, the success of the Jaguar land rover in the China market does attract many automobile companies to focus on the same target. In this case, many other automobiles companies are also trying to launch the sport utility vehicle which is intended to acquire more market share in JLR's SUV market which caused the sales of the JLR to be hit again and reduced. In this case, the need for a change to attract the consumer becomes an urgent need, the decreasing price and technology improving become the tools of JLR. However, this action actually blurred the positioning of the Jaguar land rover. JLR before was targeting the elite level of society such as lawyers, doctors, government officials, and so on. But in fact, the decreasing price has caused the positioning of JLR of “noble” vehicles has slowly faded from the consumer perspective. So, it does not deny that JLR is actually trying to open new markets to acquire more consumers and change the brand image.

否则，捷豹路虎在中国市场的成功，确实吸引了众多车企将目光投向了同一个目标。在这种情况下，其他多家车企也纷纷推出运动型多功能车，意在抢占捷豹路虎SUV市场更多的市场份额，导致捷豹路虎销量再次受到打击和下滑。在这种情况下，需要改变以吸引消费者成为当务之急，降价和技术改进成为捷豹路虎的工具。然而，这个动作实际上模糊了捷豹路虎的定位。捷豹路虎之前针对的是律师、医生、政府官员等社会精英阶层。但事实上，降价已经让捷豹路虎对“贵族”车的定位慢慢淡出了消费者的视野。所以，不否认捷豹路虎其实是在尝试开拓新市场，以获取更多消费者，改变品牌形象。

Other Question
Q1	Why has JLR prospered under the ownership of Tata Motors?
Q2	In 2016, Jaguar launched the second-generation XF sedan with a V6 engine and a 5-year, 60,000-mile warranty at a base price of $51,600. The new price represented a savings of approximately $5,100 from the previous model year. What is the rationale behind these changes?
Q3	Jaguar recently launched a new compact luxury crossover, the E-Pace, whose price tops out at nearly $50,000. Observers expect it to be a high-volume, profitable addition to the Jaguar lineup. What are the prospects for its success?