Iconic automaker exudes confidence in China

Company's second locally built model, Discovery Sport, shines at motor show in Chengdu

By bringing a powerful product lineup to this year's Chengdu Motor Show, iconic British premium automaker Jaguar Land Rover underlined its confidence in the Chinese market and for its long-term success in the country.

Despite recent economic and market challenges that have sent shockwaves through the automobile industry, Jaguar Land Rover is pushing forward confidently with its China strategy, which is slated to roll out new products in the second half of the year.

"Products are Jaguar and Land Rover's top priority," said Mark Bishop, president of Jaguar Land Rover China and Chery Jaguar Land Rover's Integrated Marketing, Sales and Services, which is responsible for both imported and locally produced Jaguar and Land Rover vehicles.

The British marque captured the attention of show attendees in Chengdu with three major product highlights: the global reveal of official pictures and video clips of Jaguar's first performance SUV, the F-PACE; Jaguar XE's arrival in the Chinese market; and the unveiling of the locally produced Land Rover Discovery Sport, which will hit the market later this year.

The Jaguar F-PACE, which represents its first entry into the competitive SUV market, will make its global debut at the 2015 Frankfurt Auto Show and enter the Chinese market in 2016. The model, which is the production version of the breakthrough C-X17 concept car revealed in 2013, combines the attributes of a sports car and an SUV and offers a blend of performance, design and practicality.

The new Jaguar XE was also on display at the motor show. It went on sale in China on Sept 1. According to the automaker, the model's responsive handling and stunning design will help it exceed all expectations of a luxury sports sedan.

The XE is the first compact executive car Jaguar Land Rover has produced since the 2009 X-Type and is the first of several Jaguar models to be built using Jaguar's new leading-edge modular aluminum architecture.

"The Jaguar XE is a really exciting car. It will be a true driver's car that looks great and the entry price makes it a very attainable Jaguar," said Phil Popham, group marketing director of Jaguar Land Rover.

The company's enhanced product portfolio also features its second locally produced model, the Land Rover Discovery Sport, which will be launched in the fourth quarter of this year.

The local Discovery Sport, which is being manufactured at the company's joint venture production facility in Changshu, Jiangsu province, is built in accordance with the brand's global design, engineering and manufacturing standards, fulfilling the brand's commitment to China.

Jaguar Land Rover is confident the model will establish its position in the SUV segment in the Chinese market through its leading versatility, capability and progressive design.

The China-based production of the Discovery Sport follows that of the Range Rover Evoque, which was Jaguar Land Rover's first car to be built in China. Both vehicles symbolize the company's move from a focus on importing cars to local manufacturing in China. This strategic shift underscores the importance the British auto manufacturer has placed on the Chinese market and the great confidence it has for its long-term prospects.

"Localization is one of our priorities to consolidate our position in the market. Localized models can better meet demands of Chinese customers and offer them products with world-class quality and better value," said James Hu, deputy president of Jaguar Land Rover China and Chery Jaguar Land Rover's Integrated Marketing, Sales and Services. "We have an enduring commitment to our Chinese customers, and we are focused on giving them greater convenience and benefits."

To complement its reinvigorated lineup of vehicles, the company has adopted a number of other strategic adjustments in the Chinese market.

One of its major decisions has been to authorize and empower the Integrated Marketing, Sales and Service department. By giving the department a larger say, the company has enhanced communication and cooperation with its dealers and created a strong base for future sales growth.

"Together with our dealer partners, we are confident that we will lead Jaguar Land Rover into a brighter future in China," said Bishop.

With a refreshed and more diverse product lineup on the horizon, strengthened dealer partnerships, an enduring customer first approach, and an Integrated Marketing, Sales and Service management team that is steadfast in its commitment to the Chinese market, Jaguar Land Rover has every right to feel confident. It is envisaging a brighter future for its historic brand in the largest car market in the world.

lifusheng@chinadaily.com.cn

(China Daily 09/07/2015 page19)