Sino-British auto JV revs up dual-brand China strategy
Print Edition
CHERY Jaguar Land Rover, a premium automotive Sino-British joint venture, has entered a stage of dual-brand operation with both Jaguar and Land Rover being launched and developed in China’s auto market.
Last year has been a busy and fruitful period for Chery Jaguar Land Rover. The company established dual-brand operation with successful launch of the new Jaguar XFL in August. Also, the firm is bringing new material and technologies to China, said Murray Dietsch, president of Chery Jaguar Land Rover.
The company has introduced three locally-produced cars in 18 months after its Changshu plant opened in October 2014. Starting with the launch of Range Rover Evoque, the firm introduced Land Rover Discovery Sport in 2015 and then Jaguar XFL in 2016. Sales of the three models accounted for half of total sales that Jaguar Land Rover has achieved so far in China.
Behind the success of the products is a company that keeps gaining strength in new material, intelligent manufacturing, advanced technologies and superior operations management system.
The company built and put into operation China’s first aluminium body shop to produce Jaguar models in its Changshu plant in Jiangsu Province, making it the leading auto company of aluminium body technology in China.
Chery Jaguar Land Rover has invested more than 600 million yuan (US$86.7 billion) in the aluminium body shop. The body shop was first put into operation in April 2016 and covers an area of 48,384 square meters.
The advantages of aluminium are lighter, stronger and recyclable. Aluminium body of vehicles is 20 percent to 45 percent lighter than steel body under the same structure. This new material was first developed for use in aerodynamics.
Apart from the use of new material, the company also takes advantage of its intelligent manufacturing. The plant’s manufacturing execution system connects with over 80 percent of automated equipment to run the plant as a “mastermind.” The plant boasts high automated rate, with 335 robots working in the aluminium body shop, including 232 for self-piercing riveting. To ensure the whole automated process runs smoothly and precisely, software simulation known as “visual manufacturing” is adopted at a very early stage for production test and validation.
A big connected information network streamlines the operation of the plant from processing orders, estimating sales, to planning production, designating work all in a seamless way. Every car rolls off the product line with RFID labels attached. It enables tracking throughout its life cycle to improve quality control and after-sales services, which are also available with remote onboard diagnosis.
Advanced manufacturing is not only about improved efficiency and quality, but also eco-friendliness, said Chen Xuefeng, deputy president of Chery Jaguar Land Rover. Shared value is within Chery Jaguar Land Rover’s mindset that drives the company to carry out a series of environmentally-friendly measures.
The plant in Changshu has temperature monitors and energy gauges which can track environment and energy consumption in a timely manner.
The aluminium body itself can significantly cut fuel consumption and carbon emission. The self-piercing riveting technology used at the aluminium body shop, for example, is a cold joining technology with less noise and zero smoke emission.
With the implementation of the dual-brand strategy, advanced technologies, as well as global standards and processes, Chery Jaguar Land Rover is aiming to deliver world-class products to more Chinese customers in the future.
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