In July 2026, multiple Jaguar Land Rover dealerships in Beijing confirmed that all domestically produced Range Rover Evoque L units had been sold out, with virtually no Chinese-made models on display in showrooms. The previous month, some outlets cleared over 100 vehicles from inventory through steep discounts, most of which had been in stock for more than six months. Starting in 2025, Chery Jaguar Land Rover gradually discontinued production of four models: Discovery Sport, Jaguar XEL, XFL, and E-PACE. On March 31, 2026, the last Range Rover Evoque L rolled off the assembly line at the Changshu plant, and from July 2026 onward, dealers stopped ordering all domestically produced models. When the Range Rover Evoque first entered the Chinese market in 2011, its on-the-road price—with premiums—neared RMB 900,000. By 2023, the domestic Evoque L still retailed around RMB 300,000, but by the 2026 clearance phase, actual transaction prices had dropped below RMB 180,000. Meanwhile, pricing for imported models also softened significantly: the base price of the Range Rover Velar fell from RMB 638,000 to approximately RMB 330,000, while the flagship Range Rover dropped from over RMB 2 million to the RMB 1.6 million range. Sales staff indicated the Velar might be discontinued after clearing remaining stock. Going forward, Land Rover may retain only three imported models in China—Range Rover, Defender, and Discovery—and exit the sub-RMB 500,000 segment entirely. Jaguar Land Rover’s sales in China have declined steadily from a peak of 146,400 units in 2017 (nearly a quarter of its global volume) to just about 26,000 units in 2025—a drop of over 80%. Its domestic lineup long relied on two aging products, the Evoque L and Discovery Sport, without effective model renewals, and failed to adapt to China’s rapid shift toward electrification and intelligent technologies. Meanwhile, brands like Aito, NIO, Li Auto, and Zeekr have aggressively launched high-spec electric vehicles priced between RMB 300,000 and RMB 500,000, reshaping consumer expectations in the premium segment. On the distribution front, although imports and domestic models are managed under the unified IMSS joint organization, they belong to separate accounting entities, forcing dealers to bundle purchases. Reportedly, for every imported Range Rover—yielding roughly RMB 300,000 in profit—a dealer must take on about 10 domestic vehicles, each of which has averaged a loss of approximately RMB 30,000 over the past decade. As terminal discounts widened and even imported models began cutting prices, the original profit-offset mechanism collapsed, leading to mounting inventory and losses for dealers. Fewer than 90 dealerships nationwide remain operational and continue taking deliveries, down from nine to seven in Beijing alone. Industry insiders estimate that if the brand focuses solely on high-end imported SUVs, its dealer network could shrink further to just 40–50 outlets. The Changshu plant remains operational but no longer produces Jaguar Land Rover-branded vehicles. In June 2024, Chery and Jaguar Land Rover signed an agreement to jointly launch a new electric vehicle brand, “Freelander,” with a 50:50 equity split. The Chinese side leads product definition, technical roadmap, and operations, while the British side contributes design and brand elements. The first model is scheduled to launch in China in the second half of 2026, featuring Huawei’s intelligent driving system, CATL batteries, and Qualcomm chips, with six models planned within five years. The brand made its debut at the 2026 Beijing Auto Show on Huawei’s exhibition stand. Although Jaguar Land Rover has integrated electrification into its global strategy, the new brand faces intense competition. Analysts note that brand equity built during the ICE era does not easily transfer to the EV space, and its intelligent solutions—available for purchase by other automakers—offer limited differentiation, leaving only a narrow market window.