On August 10, 2026, Jaguar Land Rover made an announcement that, between August 1 and September 30, the Defender 110 HSE model would be available at a 'Time-Limited Special Price,' with a starting price of 728,000 yuan. This represents a substantial price reduction of 171,000 yuan from its former official guide price of 899,000 yuan. Moreover, customers opting to trade in their existing vehicles can avail themselves of supplementary benefits worth up to 30,000 yuan. Since the onset of this year, luxury car brands like BBA have also followed suit, officially slashing prices on select fuel-powered models.