Sino-British automaker to expand localized production

Chery Jaguar Land Rover Automotive Co Ltd is accelerating toward becoming a leading premium automaker in China with its rapid progress in dual-brand operations and its plan to expand production capacity.

Established in November 2012, the automaker is a 50:50 joint venture between China's Chery Automobile Co Ltd and British premium brand Jaguar Land Rover Ltd.

It is the country's first Sino-British premium automotive joint venture and also China's first automotive manufacturer that produces and sells two premium car brands.

Committed to becoming a leading premium automotive company in China, Chery Jaguar Land Rover has established a world-class manufacturing plant, which is supported by the strength of its operation management system.

Within 18 months of starting production, the automaker has launched three all-new nameplates under the Jaguar and Land Rover brands - the Range Rover Evoque, the Land Rover Discovery Sport and the all-new Jaguar XFL - at a pace unrivaled in the car industry.

Murray Dietsch, president of Chery Jaguar Land Rover, said the Jaguar XFL, which was launched in August, gives the automaker "the opportunity to directly compete with Audi, Mercedes-Benz and BMW, which is exciting for us".

Available at very competitive prices and tailor made for Chinese consumers, the Jaguar XFL has become a hit since it was launched in August, opening a new chapter in dual-brand operation.

In addition, the 2016 Range Rover Evoque and Discovery Sport Special Edition were also launched in succession, offering a purely British lineage, world-class quality and better value for consumers who follow the brand.

Dietsch said all three nameplates have been well received in the market.

Jaguar Land Rover's sales in China to date have exceeded 100,000 vehicles, representing 30 percent growth, year on year. Some 50 percent of these sales are of localized models.

"This tells us that Chinese consumers absolutely value localized models, which gives us a lot of encouragement," said Dietsch.

The joint venture's efforts are behind this success. It has adopted green manufacturing and developed technologies and equipment for energy conservation, environmental protection and sustainable development.

To introduce the Jaguar brand smoothly, it has built and put into operation the first purpose-built aluminum body shop in China.

Other contributing factors include the automaker's highly efficient operation and management, combined with well-established systems in advanced manufacturing, quality management, research and development, procurement, IT and talent.

"Based on our great corporate strength, we are fully confident in our future," said Dietsch.

"We will launch at least one new model every year until 2020 and continue to provide Chinese consumers with superior products and services beyond their expectations," he added.

As its sales grow, Chery Jaguar Land Rover has announced a plan to increase its plant capacity to better meet the needs of Chinese consumers and deliver on its long-term commitment to the local market.

The project, which involves building a second trim and final shop and expanding its existing body shop, will increase the manufacturer's annual production capacity by 70,000 vehicles, 50 percent of its current capacity.

Chery Jaguar Land Rover has been one of the first manufacturers in China to industrialize the internet of things, with integrated IT solutions covering all aspects of production, such as quality control and logistics.

"Through our Phase II Capacity Expansion Project, Chery Jaguar Land Rover is bringing new energy-saving materials and fuel-efficient technologies to China," said Chen Xuefeng, deputy president of Chery Jaguar Land Rover.

"This will not only drive our technological development and enhance our intelligent manufacturing, but also contribute to the upgrading of China's auto industry," he added.

The project will create another 2,000 jobs, increasing its total employees to 6,000.

Looking forward, Chery Jaguar Land Rover is dedicated to being a leading enterprise inspiring excellence in China's premium car market.

"By the word 'leading', I mean not only our market share, but all aspects of our work, including our systems, service, quality and operation," said Chen.

"And by the word 'excellence', I mean that the products and service we deliver will exceed customer expectations," he added.

lifusheng@chinadaily.com.cn

(China Daily 11/24/2016 page15)