Auto-First | Liu Tianming
In the Chinese auto market, there is such a joint venture automobile enterprise, with its luxurious product matrix and high quality, it has gained a firm foothold in the luxury automotive market, gained the favor of many consumers, and has repeatedly appeared on the honor list of third-party research institutions.
In the past 2021, the sales performance of Chery Jaguar Land Rover's models continued to improve, and the retail sales of the two main models, the Land Rover Range Rover Evoque (including the Land Rover Range Rover Evoque L), increased by 24.48% year-on-year, and the retail sales of Jaguar XFL models increased by 28% year-on-year. Behind the continuous improvement of the market response is the steady system strength of Chery Jaguar Land Rover.
The system of R&D, procurement, manufacturing, quality and logistics is composed of various aspects of research and development, which is derived from Chery Jaguar Land Rover's continuous exploration and cultivation in the past ten years.
Intelligent manufacturing takes into account personalization
Excellent product quality is inseparable from the smart factory. As Jaguar Land Rover's first vehicle manufacturing plant outside the UK, Chery Jaguar Land Rover Changshu production base has the world's leading stamping, welding, all-aluminum body workshop, painting, assembly workshop, engine plant, R&D center and quality center, and has a uniquely designed point-to-point logistics system to ensure that products have global unified high quality.
Chery Jaguar Land Rover Changshu production base has a number of world-leading and domestic firsts. Among them, the stamping workshop has the world's most advanced servo press line and the fastest mechanical press line in China, the first domestic authoritarian all-aluminum body workshop is equipped with the world's most advanced riveting technology and equipment, the degree of automation has reached 100%, the painting workshop adopts the world's most advanced dry spray paint system to ensure high-quality car paint spraying, and the assembly workshop applies the first domestic sliding column dynamic movement and positioning technology.
In addition to leading manufacturing processes, Chery Jaguar Land Rover is also able to achieve full product lifecycle traceability. In the welding, painting, final assembly process and logistics links, the application of UHF radio frequency identification system RFID, the system can achieve the whole process of production process control and tracking, quality control management to achieve monitorable, traceable.
Highly automated welding workshop
Of course, the intelligent manufacturing of Chery Jaguar Land Rover Changshu production base is not only this, in order to meet the individual needs of consumers, Changshu production base can achieve tailor-made and precise production. When the consumer selects the required configuration in 300,000 personalized optional configurations, a vehicle Super BOM containing customized information will be automatically generated, and the order will be collected and summarized by the global dealer ordering system located in the United Kingdom, and sent to Chery Jaguar Land Rover's SAP through the Pipeline Ordering system, and the Chery Jaguar Land Rover Changshu factory will be manufactured according to the personalized configuration selected by the user.
It is worth noting that order-based production is different from the traditional "production and sales" model, which not only requires the production base to have a very high level of intelligence, but also requires a leading manufacturing process to achieve lean production while meeting the diversified individual needs of consumers.
Global standards ensure high-quality products
The world's leading manufacturing process is the cornerstone of high quality, and the global unified management standard is the solid backing of high-quality products.
Whether at the manufacturing end or the supply chain end, Chery Jaguar Land Rover has adopted standards and management systems consistent with Jaguar Land Rover, and combined with the special situation of China's roads, it has formed a set of extremely strict supply chain management, vehicle R&D and manufacturing and quality control systems to ensure that each product delivered to users maintains the most reliable quality.
Jaguar XFL models are rain-tested at the mass center
Taking the global unified supply chain management standard as an example, Chery Jaguar Land Rover will use the high-quality supplier screening system and supplier quality standard JLRQ standard consistent with Jaguar Land Rover to select the most powerful supplier cooperation among the world's top auto parts suppliers. Even when entering chery Jaguar Land Rover's supply chain, suppliers need to be trained in quality standards and quality control of suppliers' incoming materials.
In addition, Chery Jaguar Land Rover introduced the innovative concept Master Sample, the front car in a comprehensive inspection of the standard as the basic comparison of the body quality of the rear car, the concept commonly applied to the field of parts manufacturing applied to the vehicle manufacturing, greatly ensuring the excellent quality of the product.
Thanks to intelligent manufacturing and high global standards, Chery Jaguar Land Rover products have excellent reliability. In the 2021 China Vehicle Reliability Study (VDS) released by market research firm J.D. Power, Land Rover ranked second among luxury car brands, and Land Rover Discovery Sport won the title in the mid-size luxury SUV segment of the list, once again highlighting the industry's and consumer recognition and affirmation of Chery Jaguar Land Rover's quality reputation.
In the 2021 J.D. Power China Vehicle Reliability (VDS) research report, Land Rover found that the Sport edition ranked first in the mid-size luxury SUV segment and based on the digital electrification transformation of the local market
In the past ten years of development, the "customer first" business philosophy has been integrated into all aspects of Chery Jaguar Land Rover, not only strict manufacturing standards and intelligent manufacturing, but also the digitalization and electrification transformation that meets the needs of Chinese consumers, creating a "new modern luxury" product that meets the needs of Chinese consumers.
The new Range Rover Evoque L is powered by the latest electrified electronic architecture platform, the EVA 2 system
Under the interpretation of "Heart Service", relying on the continuous improvement of service system and digital strength, Chery Jaguar Land Rover empowers online and offline customer service experience, further enhancing chery Jaguar Land Rover's experience of digital services. In 2021, Land Rover Discovery Sport, Range Rover Evoque L, Jaguar XFL, Jaguar XEL and other models are equipped with Jaguar Land Rover's latest electrified electronic architecture platform EVA 2 system, which greatly optimizes infotainment systems and vehicle handling performance, and has improved adaptive cruise and road maintenance algorithms, so that customers can enjoy an excellent driving experience without entering the store.
The new Range Rover Evoque L P300e
Considering the demand of Chinese consumers for electrified SUV models, Chery Jaguar Land Rover's new Range Rover Evoque L and Land Rover Discovery Sport both offer plug-in hybrid models, bringing consumers a different driving experience and convenient and environmentally friendly car life.
A series of digitally upgraded "heart services" and high-quality products have brought Chery Jaguar Land Rover owners a new car experience and created "new value" for customers. It is precisely with the unchanged "customer first" concept and deepening service initiatives year by year that Chery Jaguar Land Rover's after-sales service satisfaction is much higher than the industry average. According to J.D. Power's 2021 China Automotive After-Sales Service Satisfaction Study (CSI), the Land Rover brand ranked second in the luxury car segment with a high score of 776 and has been ranked in the top three for three consecutive years.
The Land Rover brand was ranked second in the J.D. POWER 2021 China Automotive Aftermarket Satisfaction Study (CSI) luxury car segment
In the past 2021, Chery Jaguar Land Rover with R & D system, procurement system, manufacturing system, quality system and logistics system of the five major system strength, as well as strong brand power and product force, won the favor of many consumers, Chery Jaguar Land Rover annual sales increased by 9% year-on-year, outperforming the market, "new modern luxury" has taken root in the Chinese market.
It has to be said that the perennial industry authoritative honor list and the steady increase in market sales are not only the most realistic portrayal of Chery Jaguar Land Rover's high-quality products and comprehensive and perfect system strength, but also the best gift received on its tenth anniversary.