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Creating a new chapter of sustainable development in China
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THE British automaker Jaguar Land Rover, with its first ever overseas manufacturing base scheduled to start in China in the fourth quarter, is set to forge ahead in the country at its own pace.
Dual-brand Jaguar Land Rover sold over 100,000 units in the 2013 to 2014 fiscal year, beginning of a new chapter of sustainable development in China. Chinese consumers have embraced Jaguar Land Rover’s new products with open arms and during the first three months of 2014 sales were up 36 percent from the previous year.
“It’s great to see its progress. Seventeen months ago we just shoveled into the ground, and all of a sudden, you see the factory is nearly ready to go,” Dr Ralf Speth, CEO of Jaguar Land Rover, said of the company’s new joint-venture plant in Changshu, Jiangsu Province.
In order to deliver the best products to Chinese consumers, Jaguar Land Rover will also expand its dealer network to third and fourth-tier cities and will build its fourth Land Rover Experience Center in Chengdu as well as launching more apprentice training programs and opening the Chengdu Regional office. This infrastructural development increases efficiency and gives Jaguar Land Rover complete coverage of north, south, east and west China, offering consumers a localized brand experience.
Facing up to tough competition
There is high demand from Chinese consumers for the quintessentially British products that Jaguar Land Rover brings to the market. Although traditionally sales increases in China have been driven by Land Rover, there is a significant call for Jaguar vehicles. In the near future, Jaguar will expand its product lineup in China by introducing the high performance F-TYPE Coupe and the trendsetting XF Sportbrake, which combines sportiness and versatility.
These vehicles attracted much attention at the Beijing Auto Show, alongside the Land Rover offerings in the form of the Range Rover Hybrid and Range Rover Sport Hybrid and the “transparent bonnet” technology debuted with the Discovery Vision Concept car. The innovative Transparent Bonnet head-up display system offers an unimpeded view of the ground immediately ahead, greatly enhancing driver ability and confidence.
The company invests up to 3.5 billion pounds (US$5.9 billion) in the financial year of 2014 to 2015 into research and development. Andy Goss, Group Sales Operations Director Jaguar Land Rover, said: “Chinese consumers pay much attention to design and technology, and our products really hit their sweet spot. When you look at what we do, you can detect a big difference in the sense, the style, the touch and the smell.”
Dedicated to delivering products that are suited to customers needs, Jaguar Land Rover described the approach to the consumers in China as “Customer First” philosophy. Striving to give customers the latest, most advanced products, Jaguar Land Rover’s localization initiatives and first class customer service and care offer Chinese customers an in-depth experience of the Jaguar Land Rover brand. “The customer comes first and the product is king,” said Goss, reiterating Jaguar Land Rovers underlying business philosophy.
Commitment to China market
The Beijing Auto Show was the setting for the company’s announcement of a new chapter including plans to establish the Jaguar Land Rover China Children & Youth Dream Fund later this year. “With a donation of 50 million yuan (US$8 million) over three years, we will touch children’s hearts and show them that Jaguar Land Rover cares by providing underprivileged children and youth with the support they need,” Mr Bob Grace, Regional President of Jaguar Land Rover Greater China, said at the press conference.
The fund is structured around four pillars, each focused on a particular area of societal development: sport, road safety education, children and youth development, and social care, which includes supporting medical care in rural regions and disaster relief. This year’s Corporate Social Responsibility fund, alongside localization initiatives and expanding product lineup, underlines Jaguar Land Rovers long-term commitment to the growing China market.
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