Join Date: Dec 2018
Location: Southwest, Florida USA
I'm certainly not happy about it, but I didn't post that ad to whine or piss anyone off. Not looking to dump my car over it either. Just applying the Golden Rule: if I was about to buy, I'd sure like to know this kind of discount is out there. Doesn't necessarily reflect poorly on the vehicle, but does speak volumes about the effectiveness of JLR in pricing, marketing, and selling it.
The background noise of JLR's financial woes (mostly Brexit and China related), Tesla's deep price cuts (overdue and frankly, disconcerting for the company as a going concern), and the flood of new EVs (some markedly cheaper) from other manufacturers couldn't have come at a worse time for the I-Pace. Tesla sucked all the "novelty premium" out of the luxury EV market during its 6-year monopoly. There is still an "environmental premium" for EVs over ICE vehicles, but as with any industry, competition breeds price erosion.