Auto Special: China-built Range Rover Evoque a charismatic star

"Charismatic", "cuttingedge", "choice of its class", "China built" - even the most meticulous pundits fell for the Made-in-China Range Rover Evoque, as they coined the "4Cs" of the locally produced model of the world's most distinctive and desirable premium compact SUV after a thrilling test drive in Huzhou, Zhejiang province.

To demonstrate its "One Evoque, One Standard" vow, Chery Jaguar Land Rover, a 50:50 joint venture between Chery Automobile and Jaguar Land Rover, organized a media test drive at the biggest Land Rover Experience Centre in Asia in picturesque Moganshan, a bamboo clad mountain, on April 23 to 29.

"Be it muddy roads or mountain tracks, the China-built Range Rover Evoque tackles all terrains with ease, just like its imported stable mate," said Chris Bryant, president of Chery Jaguar Land Rover. "With the spectacular backdrop of the mountain scenery, this proved to be a truly unforgettable experience for every tester."

Awe some drive

A total of 180 media guests participated in the "Express Your Charisma - China-built Range Rover Evoque Media Test Drive", getting hands-on experience of the much anticipated home-produced model, whose second-to-none visual appeal and stunning performance won the hearts and souls of the testers.

"The China built Range Rover Evoque is true to the Land Rover DNA," said one critic who used to frown upon the idea of a Made-in-China version of the British marque. "It inherits the Range Rover family's unparalleled leading technology and all-weather all-terrain capability. What's more, it's approachable and relevant to Chinese consumers."

Based on a luxury configuration specially designed for the China market, the China-built Range Rover Evoque is available in four versions - S, SE, HSE, HSE luxury - with various configurations.

Participants were awed by the charisma of the China-built Evoque and savored the beautiful interior and sheer pleasure of driving, on-road and of-road alike.

"Utility, comfort, style and value, what more could you want?" one tester said. "I am pretty sure the China-built Evoque will become a 'new normal', whether cruising in the urban jungle or galloping through the Shangri-La countryside."

"The China-built Evoque proves itself to be more than a pretty face. Beneath the revolutionary skin, the local product is a rather more evolutionary tale," said an auto magazine editor.

"China built, world class," he concluded.

Industry-leading factory

The world-class product is born from an industry-leading manufacturing facility. For many rivals, Chery Jaguar Land Rover has raised the bar too high for them to catch up, as the Changshu plant boasts several "firsts" or "mosts" with its state-of-the-art equipment and cutting-edge technology.

To name just a few, the plant is equipped with two top-notch press lines, one is the fastest press line in the world, and the other as the fastest mechanical press line in China. And its trim and final shop applies a dynamic strut movement and locating system, which is the first created in China.

What's more, the plant's quality center uses an industry-leading three-coordinate chamber, hydro-pulse and environmental chamber, and world-class air tightness standards. It follows strict quality control procedures to ensure that each Evoque goes beyond Chinese consumers' expectations.

"I am so proud that our plant is the most advanced and efficient vehicle production facility in the world. It is class-leading, from its design to its impressive capability to its unrivalled quality," Bryant said. "And it adheres to Jaguar Land Rover's globally unified manufacturing and technology standards."

Big ambition

"Within just 29 months, we've built up an outstanding management team, a world-class manufacturing facility, adopted the most rigorous global quality control systems, and engaged with outstanding suppliers and dealers in China who are all working to our exacting standards," said Bryant.

He had a clear-cut target: the China-built car had to demonstrate excellence.

Globally, the Range Rover Evoque has taken home over 160 awards and the locally produced vehicle is making the number count. It hit the road in full force in March, with the plate displaying the awards total.

"The journey starts with the great car, and more exciting developments are just around the corner," Bryant said, pointing to the joint venture's plan to produce three Jaguar Land Rover models by 2016. "We are striving to make China-built vehicles a common sight in China."

"We are eager to go above and beyond in the years ahead as we want to keep pushing the boundaries to make further achievements," he said.

zhuanti@chinadaily.com.cn

(China Daily 04/29/2015 page15)