Richard Shore
Jaguar Land Rover China and Chery Jaguar Land Rover
President of Joint Marketing Sales and Service Organization
"New global strategy 'Reinventing the future'
Will be around Jaguar and Land Rover two unique British brands,
To create a new modern luxury with design empowerment,
Bring a unique experience to your users. ”
Written by Qin Shaojie Typography Tong Wei
What is the jaguar Land Rover market like this year? Have you achieved your desired goals?
Li Dalong: We have always emphasized the importance of sustainable development strategies. This is also the philosophy we follow in our business management. We are very pleased that all of our 2021 targets have been achieved. There was a very beautiful start to this year, although there is a shortage of chips around the world, but we are still doing our best to bring more resources to China to meet the needs of Chinese consumers.
Guardian has been on the market since September last year and has now sold more than 11,000 units. The newly launched Guard 110 007 Collector's Edition is limited to a total of 300 units worldwide and 70 units in China, and has already sold half of it. At the show, we also brought two special edition models created by SV and the Chinese team, the Range Rover Edition and the Land Rover Defender 90 Tiger Wei Ambition Edition.
To sum up, we are very satisfied with the performance of 2021 and are very much looking forward to 2022. We believe that the market will still grow considerably next year, and we will also bring you more new products that make everyone happy.
What are the future launches guided by the new global strategy of "Reinventing the Future"?
Li Dalong: We can't reveal too much about future product plans. But when it comes to "neo-modern luxury", this year jaguar and land rover brands have brought a lot of new products. For example, at the beginning of the year, the new Land Rover Discovery, the new Year's Range Rover Star Pulse, and later we launched the Land Rover Defender 90, the new Jaguar XFL, and the new Range Rover Evoque Extended Edition. And as we all know, the new generation of Range Rover is also about to be launched, this new Range Rover, can be said to be the best interpretation of our new modern luxury. For Jaguar, under the global strategy of reshaping the future, Jaguar will become a pure electric brand in 2025, and we are fully committed to this goal.
How to make Jaguar Land Rover's pure electric products recognized by consumers?
Li Dalong: First of all, we are very proud that we have many cutting-edge technologies, and in the research and development of new energy vehicles, we use our own core technology to output surging power while also meeting our goal of sustainable development.
Our products are equipped with many of the most advanced technologies, how to pass such information to users? For example, in the process of the listing of The Guardian, we tested in Dunhuang to let everyone better understand the all-terrain capabilities of Land Rover.
We are pioneers in the all-terrain field and pass on the essence of this technology to our models. So when you think of the Defender, you will think of its excellent all-terrain capabilities, and although the Range Rover is the representative of the ultimate luxury, its off-road performance is also unparalleled.
When it comes to the future of electrification, if you want an electric car with excellent off-road performance, you'll think of Land Rover. If you want outstanding performance and a very unique British design, you will definitely think of Jaguar. Therefore, in the era of electrification, we will still maintain our own very unique British design style, and better interpret the "new modern luxury". So for the future, I'm really looking forward to it.
How is jaguar Land Rover's new global strategy developing this year?
Li Dalong: In February this year, Jaguar Land Rover officially released a new global strategy "Reinventing the Future". This strategy will revolve around Jaguar and Land Rover, two distinctive British brands, to create a new modern luxury with design empowerment, bringing a unique experience to users.
Electrification will be at the heart of the new strategy and we have very clear goals. For example, for the Land Rover brand to launch 6 pure electric products in the next 5 years, the first pure circuit Tiger model will be launched in 2024, and by 2030 60% of Land Rover's products will be pure electric models. From 2025 onwards, Jaguar will become a purely electrified brand, and its products will be built on a new electrification platform. By 2039, our entire operations will reach near-zero emissions.