The domestic auto market in 2021 is destined to be written into history.
The monthly sales penetration rate of domestic new energy vehicles exceeded 20% for the first time, which means that the electric era has arrived. Also outstanding is the luxury car segment, which has been showing high growth in the past two years. In the first three quarters of this year, Jaguar Land Rover's sales in China increased by 27.1% year-on-year, of which the Chinese market from June to September became the highest sales market of Jaguar Land Rover in the world. What is of concern is whether luxury brands will continue to remain competitive after the arrival of the electric wave?
"If you don't occupy the two markets of luxury cars and electric vehicles, the development space of enterprises will shrink." Ma Zhenshan, executive vice president of jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, expects the electric luxury market to reach 30% to 35% in the next 10 years. Under such positive prediction, Jaguar Land Rover has already completed the electrification transformation layout. In February, Jaguar Land Rover launched its global strategy of "Reinventing the Future", the core of which is the electrification of the Jaguar and Land Rover brands.
But the question Jaguar Land Rover needs to think about is, under the increasingly homogenized electric wave, how to maintain its competitiveness as a traditional luxury car company?
In addition to technology, Jaguar Land Rover said it would continue to pay attention to "service". "For any luxury brand, 'customer service' is 'blood'. In China, we are committed to providing customers with high-quality products, but also to provide the best customer service. Li Dalong, president of jaguar Land Rover China and Chery Jaguar Land Rover joint marketing sales and service organization, said.
Service keeps pace with the changing times
In line with Jaguar Land Rover's "Reinventing the Future" global strategy, the Jaguar and Land Rover brands will reinforce their distinctive brand personalities based on different platform architectures. The Jaguar brand will be completely transformed into a pure electric luxury brand from 2025. The Land Rover brand will continue to maintain its global leadership in luxury SUVs with six pure electric products over the next 5 years, with the first pure circuit Tiger model set to be launched in 2024.
Unlike traditional fuel vehicles, the after-sales service of electric products will also change, which will test the wisdom of the Jaguar Land Rover team.
"In the era of electric vehicles, the frequency of users returning to the factory may be lower. Therefore, increasing the contact point with customers has become a top priority. Jaguar Land Rover's future positioning is electrification, and dealers will be an important touchpoint for customer service. As long as we really serve customers well, starting from the 'heart service', we will unswervingly provide customers with quality and professional service systems, and the customer's satisfaction, loyalty, referral, and stickiness will be guaranteed. Ma Zhenshan said.
It is understood that Jaguar Land Rover has launched a corresponding after-sales service product and service guarantee for electric products. For example, the battery is provided with an eight-year 160,000-kilometer warranty, and an 8-year 120,000-kilometer warranty is provided for the motor and control unit. At the same time, it also provides free installation of household charging piles for electric vehicle owners, and provides "worry-free services" such as free emergency charging for three years.
In addition, in order to cater to the consumption concept of young users, Jaguar Land Rover chose to use digital technology to increase the size of the service.
"Jaguar Land Rover launched the MCT intelligent service system, which is based on a large amount of data, based on the age, age, region and other background models to accurately predict the needs of customers. This system is not only implemented at the headquarters, but also has been laid out at the dealer level. The system can predict customer needs through a large amount of data and push tasks to dealers. Dealers can contact customers through cloud phones and enterprise WeChat, care for customers, and let customers return to 4S stores. Wang Jun, Executive Vice President of After-sales Service of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, introduced.
Attention to detail is laid out
In fact, as a luxury brand, Jaguar Land Rover has always been trusted by car owners with excellent customer service and recognized by the industry.
In the newly released 2021 J.D. Power China Automotive Aftermarket Service Satisfaction Study SM (CSI), the Land Rover brand once again finished second in the luxury car segment. At the same time, the Jaguar and Land Rover brands have also reached a higher J.D. Power China Auto Product Attractiveness Index.
For Jaguar Land Rover, the insistence on service is the background of luxury, and the attention to users is the gene of the brand. At the Jaguar Land Rover "Heart Service New Value" after-sales service experience day, Li Dalong revealed that Jaguar Land Rover Global has been emphasizing the five principles of "customer first" and "personalization, transparency, reliability, optimized cooperation and attention to others", through which to provide customers with products and services throughout the whole life cycle.
"After the concept is put forward, the most important thing is the landing of the details. Jaguar Land Rover has more than 200 dealers in China, and we want to make sure that the customer service experienced by every customer in the country is consistent and satisfactory to them. We work with our distributors to provide the best service to our customers. Li Dalong believes that details are the focus of luxury services.
△ Mr. Mao Jun, Vice President of Customer Service Business of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, said that Jaguar Land Rover provides customers with personalized hardcover accessories, and Land Rover Defender provides more than 170 kinds
Specifically, Jaguar Land Rover defines four core customer experience requirements: "superior exclusivity, constant attention, personalisation and thoughtfulness". Through the profound insight of car owners, Jaguar Land Rover has launched functions such as customer appointment door-to-door pick-up and delivery with one click on Jaguar + APP and Land Rover + APP, handheld workshop, work order confirmation, online payment and service evaluation.
Wang Yan, Executive Vice President of Public Relations and Corporate Communications at Jaguar Land Rover China, said: "We are always on the road and hope to make more progress every day. Relying on Jaguar and Land Rover, two very attractive British personalized brands, we hope that according to the changes of the times and the development of science and technology, Jaguar Land Rover can better achieve the ultimate product and service experience, so that customers can truly feel our original intention, our intentions and our sincerity. Text/Huang Yu
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