[Auto Home? News]? There is such a car, it is the automobile circle of the old net red, but also because of some "imitation show" was pushed to the tip of the wind and waves, it is the Land Rover Range Rover Evoque. Last July, the new generation of Land Rover Range Rover Evoque was officially launched in China, priced at 350,000 yuan to start. To this day, the car has been discounted in the market, allowing more people to buy the entry model of this online SUV. So how does the Range Rover Evoque perform in the market? And what are its highlights? Let's go into this installment of AI Look at the Market.

According to AutoNavi's big data, Range Rover Evoque's main competitors include Land Rover Discovery Sport, Audi Q5L, and BMW X3. In the next few days, we'll be analyzing product competitiveness from the four dimensions of market sales, competitor patterns, user distribution, and owner evaluations.

AI see the market is our new car market analysis column, relying on the automotive home massive accurate big data, justified, on the popular models, market trends and other hotspots for professional and objective analysis, to bring you a quick grasp of the car market. The 100th installment brings you an explanation of Range Rover Evoque's product competitiveness.

I. Market sales: sales have begun to pick up

In June 2020, Range Rover Evoque sold 0.13 million units, an increase of 23.8% compared to the previous month, and a decrease of 7.3% compared to the same period last year, although the year-on-year decline, but in view of the overall trend of this year, the sales of Range Rover Evoque have begun to gradually pick up; the cumulative sales of this car from January to June this year amounted to 0.40 million units, compared to the same period last year, and the total sales of Range Rover Evoque amounted to 0.5 million units. The cumulative sales of this vehicle from January to June this year amounted to 0.40 million units, an increase of 61.4% compared to the same period last year, and the cumulative sales performance is also very eye-catching. Looking at the overall medium-sized SUV market, the year-on-year sales growth rates for June and January-June this year were 8.4% and -15.2% respectively, with June's single-month sales increasing to a certain extent and cumulative sales declining to a certain extent. As you can see, Range Rover Evoque has achieved cumulative sales that surpassed the broader midsize SUV market.

Second, the pattern of competitors: the same brother is the biggest competitor

The number of comparisons between different car models in the AutoNavi's big data can well reflect the competitive relationship of the car models in the minds of users. According to the model comparison data on AutoNavi, among the car series compared with Range Rover Evoque, the competitors ranked in the Top?3 in terms of the number of comparisons are Discovery Sport, Audi Q5L, and BMW X3, which are regarded as the core competitors of Range Rover Evoque. As you can see, for the Range Rover Evoque, the Discovery Sport is the most intense competition for its users.

So who has the most hotly contested users in the circle of competitors? In June this year, the competitors circle order users (refers to a model to leave inquiries, test drive and other information or call 400 phone number of independent users) the highest number of Audi Q5L, the highest degree of user heat; order users the lowest number of protagonist of this article Range Rover Evoque, need to improve the dealer's activeness, to provide a more attractive offer, to promote the latent customers to order; however, a comprehensive point of view of the Range Rover Evoque order user growth The fastest growth of Range Rover Evoque users, the user heat to realize a slight increase. In June of this year, the highest market share of sales in the competitor circle is BMW X3, with a share of 46.3%. Compared with last month, the fastest growing market share is the BMW X3, the share of the competitor circle increased by 6.3 percentage points; Audi Q5L's share of the competitor circle decreased by 8.2 percentage points, for the share of the largest decline in the car system. In addition, in terms of long-term trends, the BMW X3 has continued to grab more market share in the last 12 months, and the Range Rover Evoque's market share has gradually recovered in these six months.

Third, user distribution: more users in Guangdong and Zhejiang

From the data of user orders, Range Rover Evoque and its competitors are mainly concentrated in East China and North China. Range Rover Evoque Top 3 provinces are Guangdong, Zhejiang, Beijing, Top 3 cities are Beijing, Chengdu, Shanghai; Discovery Sport Top 3 provinces are Guangdong, Zhejiang, Beijing, Top 3 cities are Beijing, Chengdu, Guangzhou; Audi Q5L Top 3 provinces are Guangdong, Jiangsu, Zhejiang, Top 3 cities are Beijing, Shanghai, Chengdu; BMW X3 Top 3 cities are Beijing, Shanghai, Chengdu; Audi Q5L Top 3 provinces are Guangdong, Jiangsu, Zhejiang, Top 3 cities are Beijing, Shanghai, Chengdu; BMW X3 Top 3 cities are Beijing, Shanghai, Chengdu; BMW Q5L Top 3 provinces are Guangdong, Jiangsu, Zhejiang; Audi Q5L Top 3 provinces are Guangdong, Jiangsu, Zhejiang, Beijing, Shanghai, Chengdu. Audi Q5L Top 3 provinces are Guangdong, Jiangsu, Zhejiang, and Top 3 cities are Beijing, Shanghai and Chengdu; BMW X3 Top 3 provinces are Guangdong, Zhejiang and Jiangsu, and Top 3 cities are Beijing, Shanghai and Chengdu. Range Rover Evoque and its competitors have the most users from Guangdong, Zhejiang, Beijing and other provinces. Competitor circle of each car series in Beijing, Chengdu, Shanghai and other cities in the most intense market competition.

Four, owner evaluation: Range Rover Evoque's design is y rooted in people's hearts

In the competitor circle, this year's market sales ranked No. 1 BMW X3, the overall user word of mouth rating of 4.53, the highest overall rating in the competitor circle, where the market sales are highly consistent with the user's word of mouth. From the user evaluation point of view, BMW X3 in terms of appearance, handling user evaluation is better, but in terms of space, comfort needs to be improved. Audi Q5L IWOM overall rating of 4.53, ranked second in the overall IWOM rating, compared with the BMW X3, the overall IWOM rating gap is not too big, its appearance, cost-effective aspects of the more favored by the users, but in the interior, comfort evaluation of the general, such as the enhancement of these aspects, it is expected to obtain more users. The Discovery Sport is ranked third in terms of user word of mouth, and has certain disadvantages in terms of fuel consumption and comfort, which needs to be improved to increase user satisfaction. Range Rover Evoque user ratings are the lowest, there are more dissatisfaction with the space, fuel consumption users, but in terms of appearance and interior user satisfaction is better than the other models, it seems that its personality is indeed y rooted in the hearts of the people.

V. Summary:

Comprehensively, although Range Rover Evoque's sales gradually recovered in the first half of the year, it still favors individuality and relatively niche market positioning. From the user's word of mouth, it is very distinctive, high satisfaction with the appearance, interior, handling and power is not weak, but in terms of space, cost-effective is not its advantage. Feedback in the market, the result is that its sales and mainstream competitors still have a certain gap. However, for Land Rover, Range Rover Evoque is not a model focused on volume, after all, there is the Discovery Sport Edition in front of the charge. Combined with the current terminal concessions, Range Rover Evoque is a good choice for those who pursue individuality and relatively weak household needs, after all, most of the SUVs at this price point are big and loaded with players. (Article/Automotive House? Counting the industry)