The Land Rover Range Rover Evoque L, a mid-size luxury SUV produced by Chery Jaguar Land Rover for the Chinese market, has seen sharp price reductions in some dealerships, with transaction prices slumping by nearly 60% from its official guide price. The price cuts come amid intensifying competition from rapidly growing new energy vehicles, which now dominate China’s passenger car market, including ranking all top ten best-selling models in May.
Recent reports indicate that the Land Rover Range Rover Evoque L has seen a sharp price decline in China, with some dealership-level transaction prices dropping to as low as 179,800 yuan or even below. Compared with its official guide price starting at 429,800 yuan, this reflects a reduction of nearly 60%.
On June 11, YT Finance reporters contacted a Jaguar Land Rover dealership in Sihui, Beijing, regarding the price reduction of the Evoque L. A staff member said that for the SE configuration bare vehicle, the cash purchase price is 185,000 yuan, and with comprehensive discounts, the bare vehicle price can be reduced to just over 170,000 yuan.
A salesperson from Beijing Zhongjin Jiewang Automobile Sales Service Company also said that the SE bare vehicle is currently priced at 185,000 yuan, while the HSE configuration is priced at 230,000 yuan. “If you visit the store, there will be promotions, and the final price will be even more favorable.”
A salesperson at the Shanghai Yongda Jaguar Land Rover Kangqiao store said that the current bare vehicle price of the Range Rover Evoque L is 179,800 yuan, but this price requires financing; if no financing is used, the bare vehicle price is 189,800 yuan. They added that if customers want further discounts, they can apply for a trade-in subsidy of up to 10,000 yuan. Another dealership salesperson said that the lowest current bare vehicle price of the Range Rover Evoque L is 182,000 yuan, with no financing required.
The Range Rover Evoque L is a mid-size luxury SUV developed by Chery Jaguar Land Rover specifically for the Chinese market. It was first introduced in 2021 and officially launched for sale in 2022. In October 2025, the 2026 model year Evoque L was released, offering SE and HSE trims, both powered by gasoline engines. The SE version has an official guide price of 429,800 yuan, while the HSE version is priced at 475,800 yuan. According to publicly available information, imported Range Rover Evoque models previously had reference prices ranging from 528,000 yuan to as high as 988,900 yuan.
In recent years, driven by the rapid rise of new energy vehicles, the market space for traditional gasoline-powered cars has been significantly squeezed. Since the beginning of this year, many gasoline vehicle models have launched price cuts and promotional campaigns to maintain competitiveness.
Earlier, BMW China has adjusted the retail guide prices of 31 models this year, with 24 of them seeing price reductions exceeding 10%, and 5 models experiencing cuts of more than 20%, with the largest reduction reaching 301,000 yuan. Mercedes-Benz has also lowered official prices for key models such as the C-Class and GLC by up to 69,000 yuan. In the mass-market segment, the 2026 Volkswagen Golf 300TSI R-Line carries an official guide price of 158,900 yuan, while dealer-level prices start at around 145,900 yuan. Meanwhile, the 2026 Volkswagen Magotan B9 300TSI has an official guide price starting at 179,900 yuan, with actual transaction prices typically ranging between 150,000 and 170,000 yuan.
In terms of sales performance, new energy vehicles are rapidly gaining market share. According to the May 2026 passenger vehicle retail sales rankings released by Dongchedi, the top ten models were all new energy vehicles. This marks the first time in history that gasoline-powered vehicles have been completely absent from the top ten positions in such rankings.
In this ranking, the top position was held by Geely’s micro electric vehicle Xingyuan, with monthly retail sales of 38,751 units. Tesla Model Y ranked second with 28,911 units, an increase of 25.8% month-on-month. Xiaomi SU7 recorded sales of 24,023 units, maintaining third place. Leapmotor A10 and Li Auto i6 ranked fourth and fifth, respectively.
Data released by the China Automobile Dealers Association shows that in May, the auto market was defined by three key trends: a sharp decline in domestic gasoline vehicle sales, strong dominance of new energy vehicles, and counter-cyclical growth in vehicle exports.
According to data from the association, in May the passenger vehicle market recorded 1.51 million retail sales, down 22.1% year-on-year, while cumulative sales for the year reached 7.099 million units, down 19.5%. During the same period, gasoline vehicles accounted for only 37.1% of market share, yet the decline in gasoline vehicle sales contributed to 82% of the overall drop in passenger vehicle sales, significantly dragging down the broader market performance.
Factors such as high fuel prices and changing consumer preferences are accelerating the “oil-to-electric” transition. In May, domestic new energy vehicle retail penetration continued to exceed 60%, reaching a record high of 62.9%. Electrification among joint-venture brands is also accelerating, with new energy vehicle sales of joint-venture models rising 51% year-on-year, while gasoline vehicle sales declined by 41%.
Amid slowing domestic auto demand, exports are increasingly serving as a key growth driver for the industry. According to data from the Passenger Car Association, passenger vehicle exports (including complete vehicles and CKD kits) reached 784,000 units in May, up 75.1% year-on-year. New energy vehicles accounted for a record 54.0% of total exports, while gasoline vehicle exports also grew by 46%.
Regarding the passenger vehicle market outlook in June, the China Automobile Dealers Association previously forecast a weak recovery pattern characterized by a month-on-month rebound alongside continued year-on-year pressure. Supported by underlying market fundamentals, the industry is expected to gradually stabilize and recover. As a mid-year sales period, June also brings strong half-year performance pressure for automakers, prompting manufacturers and dealerships to step up promotional efforts and order-boosting initiatives, which in turn provides an important support for monthly market recovery.