"The Year of the Tiger is also the Year of the Land Rover."
I don't know how many people remember li Dalong, president of jaguar Land Rover China and Chery Jaguar Land Rover joint marketing sales and service agency, at last year's Guangzhou Auto Show.
At that time, Kung Fu Auto had a lot of confidence in li Dalong's words, "Where does the confidence come from?" " questions.
On this occasion, the new generation of Range Rover is here.
As the first flagship model launched under Jaguar Land Rover's "Reinventing the Future" strategy, the arrival of the new generation of Range Rover has aroused great concern in the market and won more than 50,000 orders worldwide.
The pioneering of the new generation of Land Rover Range Rover undoubtedly makes the outside world reverie, and lets Kung Fu Cars see where its "bottom line" lies.
"For the past 50 years, Range Rover has been a leader in the automotive industry, the founder of the luxury SUV segment, and will continue to be synonymous with luxury and innovation in the future."
In an exclusive interview with Kung Fu Automobile and other media, Li Dalong's sentence was impressive.
So, with the blessing of "new modern luxury", how can the new generation of Range Rover be improved? And how will we continue to tell jaguar Land Rover's "China story"?
Li Dalong has a unique view on this.
The new generation of Range Rover's "arrogance"
Since June 17, 1970, the original Range Rover has successfully opened up a segment of luxury all-terrain SUVs.
Over the past 50 years, the Range Rover family has grown and developed, introducing many luxurious cars that have impressed users. The combination of exquisite design, exquisite craftsmanship and engineering innovation has set its own benchmark position in the luxury all-terrain SUV market.
"Competitors are following us, so we can only find future design inspiration in the existing products of the Range Rover family."
In a simple sentence, it shows Li Dalong's confidence in the Range Rover family.
As for how to continue the good performance of the previous generation of Range Rover, Li Dalong said: "When we designed this generation of Range Rover, we specifically targeted Chinese consumers, especially considering their needs for the use of second-row space. ”
Indeed, for Chinese consumers, the new Generation Range Rover features a separate seat in the rear, a boss-only seat that offers a luxurious enough immersive experience.
In addition, there is an 8-inch touch screen on the central armrest to adjust the seat angle, and an 11.4-inch entertainment screen behind the front seats.
In addition, the new generation of Range Rover's seat headrest positions are equipped with noise-cancelling speakers, fully illustrating the importance and comfort of ergonomics and ergonomic design.
"For this generation of cars in particular, we have enhanced its comfort, its luxury, and its seiko luxury." Li Dalong added.
Of particular importance is the "three big pieces" upgrade of the new generation of Range Rover.
"The car was built on the MLA-Flex platform, and the new MLA modular architecture offers a wealth of flexibility and is perfectly compatible with a wide range of powertrains, from pure internal combustion engines to pure electricity."
At present, Kung Fu Cars can be sure that the new generation of Range Rover will be equipped with a new P530 twin-turbo 4.4T V8 engine, with a maximum power of 530 horsepower, a peak torque of 750 Nm, and a maximum zero hundred acceleration time of only 4.7 seconds.
"Chinese consumers are very fond of the long wheelbase, but they also value the handling of this long wheelbase model, and our four-wheel steering technology and advanced dynamic response technology will provide better handling."
As Li Dalong said, the new generation of Range Rover is also equipped with electronic rear wheel steering technology, the rear wheel steering angle can reach 7°, so that the new Range Rover 5.2 meters long turning diameter of only 11.96 meters, improve the vehicle handling flexibility.
As the flagship model of the Land Rover brand, the most important thing that cannot be ignored is its off-road capability.
In the off-road configuration, the active rear electronic differential lock, torque vectoring system, etc. are standard, and some models are also equipped with upgraded adjustable dynamic mode and all-terrain mode.
It can be said that the new generation of Range Rover has once again refreshed the current consumer understanding and cognition of luxury SUVs.
If you let Kung Fu Cars sum up, whether from the interior, space to power, the new generation of Range Rover has brought improvements to Chinese consumers, which can be called an increase in "arrogance".
It is also this "arrogance" for Chinese consumers, which is the "bottom line" of Li Dalong's words.
The most potential market, the highest level of respect
In this interview, Li Dalong also repeatedly mentioned two keywords that are "mutually bound" - "China" and "unique".
For example, "For the owners of the Range Rover in China, we are unique in design and engineering. ”
"Our hardware and software configuration in China is unique in the world."
Inside and outside the words, they all reveal the importance attached to the Chinese market.
In Li Dalong's view, based on localization, listening to local voices, and meeting the needs of local users to the greatest extent can undoubtedly make local consumers feel the highest level of respect.
With an eye to the future, he set three "phased goals."
"As a Brit, I hope more people can get to know our products better." Li Dalong told Kung Fu Automobile that how to "break the circle" to make more people better realize the brand will be the primary goal in the next year.
Being able to truly evoke consumers' recognition of the brand with the connotation of product culture is also the main direction of Jaguar Land Rover today.
After that, Li Dalong's second stage goal is to improve customer satisfaction.
"Whether it's new car quality, or after-sales satisfaction, or sales satisfaction, and it's a never-ending process."
Obviously, in this all-dimensional proposition that makes "Chinese consumers satisfied", Li Dalong is particularly serious.
In fact, last year the Land Rover brand received the J.D. for the third consecutive year. POWER China Automotive After-sales Service Satisfaction Research Ranked Second in Luxury Vehicles.
At the same time, Jaguar Land Rover also launched a new and upgraded service experience last year, which is oriented to "heart service, new value", and is committed to continuously creating a "heart service" of quality, professionalism and digital upgrading, thereby empowering customer experience and creating "new value" for customers.
According to Kung Fu Automobile, the "new value" emphasized by Jaguar Land Rover is not limited to the optimization of the service system and online experience, but also emphasizes the high degree of adaptation of differentiation and personalization, such as personalized rights and interests for female users, afternoon tea for car owners, exclusive lounges for Land Rover range Rover and Range Rover Sports owners.
"Third, achieve sustainable growth and make our dealer network strong and profitable." Li Dalong said.
Focusing on the future, Chery Jaguar Land Rover's focus at the channel level is "Baoke", focusing on helping dealers make profits.
At the same time, Jaguar Land Rover will work together to do a good job in the dealer side, brand side and content marketing side to reflect the pulling effect of the "locomotive".
"These three things will be very important work for the future, and I also want growth, but what we want is sustainable growth!" Li Dalong pointed out specifically to Kung Fu Cars.
Kung Fu shoots
No company can keep the past achievements all the way forward, and no company can look to the future without a solid foundation.
Only those who are prepared are qualified to touch those beautiful futures.
In the new generation of Range Rover, Kung Fu Motors saw Jaguar Land Rover's increased "arrogance" for the Chinese market, which is also its "bottom line".
As Li Dalong said, the new generation of Range Rover is an important step in the legendary Range Rover and an important step in the strategy of "reinventing the future".
2022 is the Year of the Chinese Tiger, and it will be the Year of Land Rover.