USEUROPEAFRICAASIA 中文双语Français
Home / Motoring

Auto Special: Jaguar Land Rover builds foundation for the future

By Gong Zhengzheng and Yang Cheng | China Daily | Updated: 2015-04-20 09:51

When Jaguar Land Rover entered China in 2010, the foundations for the Shanghai Tower, the world's second tallest building, were just being laid.

Five years later, the 632-meter building is about to be completed, just as Jaguar Land Rover moves to further cement its position in the Chinese market. During the past five years, the company has seen its success rise in parallel with the architectural marvel and both have grown together in the world's second largest economy.

Now, the Chinese economy and the British automaker are recalibrating to "new normal" and are looking towards long-term sustainable growth.

During the past five years, Jaguar Land Rover has been successful due to its commitment to meeting the demands in the Chinese market. Since entering China, the company has focused on growing at a balanced pace and putting customer needs at the forefront.

"Our highest priority is to ensure that customers in China receive the best products and service possible, in a way that meets their lifestyle," said Ralf Speth, CEO of Jaguar Land Rover who is visiting China to attend the 2015 Shanghai auto show. "Our customers are at the center of our business, and our commitment to them is unwavering."

Since 2010, Jaguar Land Rover has sought to take a share of the Chinese market's growth by enhancing its sales network across the country. The automaker has grown with 190 dealerships currently in operation across the nation.

Bob Grace, regional president of Jaguar Land Rover Greater China, said: "If you look at where we were in 2010, we had 40 employees and sales of 10,000 units. Over the past five years, both of these numbers have grown 10-fold, to 400 and more than 100,000 respectively. We are still young in China, but we intend to stay and thrive in a long-term, sustainable way."

The company has certainly thrived during the past five years, with regional expansion of both offices and dealerships allowing more customers to access the company's renowned products and services.

Jaguar Land Rover is focused on further developing itself in China through educational programs.

The company recently opened its sixth Apprentice Training Program in Changsha, after opening its first in Beijing in 2011. The program provides vital skills required in the market and provides opportunities for the next generation of engineers.

This commitment to the Chinese market has been deepened by Jaguar Land Rover's partnership with Chery Automobiles. The pair jointly opened a world-class manufacturing facility in Changshu.

The 10.9 billion yuan ($1.75 billion) plant has significantly strengthened the company's localization footprint and manufactures the brand's best-selling Range Rover Evoque, which went on sale in China earlier this year.

Through this cooperation, Chery Jaguar Land Rover combines the best British styling, craftsmanship and innovation with Chery Automobile's unique consumer insight, capacity to react to market conditions, Chinese can-do spirit and the fearless capacity for change.

Speth said: "Jaguar Land Rover will continue to grow alongside China. We have put down deep roots in this market through our partnership with Chery, and will continue to invest and develop to ensure this joint venture flourishes. I am grateful for Chery's specialist customer insight which, married with our world-class vehicles and service, makes for an unbeatable pairing."

"As the first China-built vehicle by the Chery Jaguar Land Rover joint venture, the Range Rover Evoque is a true Range Rover. It combines authentic Range Rover DNA and innovation at its heart, with luxurious refinement, leading technology, world-class quality and versatile all-terrain capabilities", said Zhu Guohua, deputy president of Chery Jaguar Land Rover.

"The locally produced Range Rover Evoque also provides more features and choices specifically to the needs our Chinese customers," Zhu said.

An expanded product portfolio during the past five years has further aided the partnership. Jaguar Land Rover and Chery Jaguar Land Rover jointly brought 21 cars to the 16th Shanghai International Auto Show this year.

The cars are now available in a record number of configurations and styles, to appeal to the individualized tastes of customers.

The growth in the product line was backed by massive investment into Jaguar Land Rover's future plans.

When Jaguar Land Rover first appeared in China in 2010, many thought that it was just another foreign automotive company was looking to take advantage of a developing market. However, this perception has changed during the past five years, and through its actions the British manufacturing icon has demonstrated that it is committed to being in China and working for Chinese customers for the long-term.

Contact the writers at gongzhengzheng@chinadaily.com.cn and yangcheng@chinadaily.com.cn

 <FONT color=#3366ff>Auto Special:</FONT> Jaguar Land Rover builds foundation for the future

Ralf Speth (left), Jaguar Land Rover chief executive offi cer and Yin Tongyue, chairman and chief executive offi cer of Chery Autombile Company Ltd, shake hands to announce the establishment of Chery Jaguar Land Rover in November 2012. Photos Provided To China Daily

 <FONT color=#3366ff>Auto Special:</FONT> Jaguar Land Rover builds foundation for the future

Jaguar Land Rover Greater China Regional President Bob Grace (left) at the ceremony to establish its partnership with the China Soong Ching Ling Foundation to initiate the JLR Children and Youth Dream Fund in May, 2015, a signifi cant milestone in the company’s fi ve-year development in China.

<FONT color=#3366ff>Auto Special:</FONT> Jaguar Land Rover builds foundation for the future

(China Daily 04/20/2015 page21)

Today's Top News

Editor's picks

Most Viewed

Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US