Chery Jaguar Land Rover full range of models
In the past 2021, Chery Jaguar Land Rover handed over a beautiful report card: retail sales increased by 9% year-on-year. Sales are like sailing against the current, if you don't advance, you will retreat. Continuing the trend of 2021, Chery Jaguar Land Rover's sales volume continued to grow steadily in January and February 2022.
In contrast, in 2021, China's passenger car sales increased by 6.5% year-on-year, and Chery Jaguar Land Rover's sales trend in 2021 is not only consistent with the auto market, but also has a better growth rate than the market.
Under the dual pressure of lack of cores and the epidemic, in the fiercely competitive Chinese auto market, in this case, the success of any car company that has achieved results is no accident. So, where is the secret of Chery Jaguar Land Rover's sales growth?
It can be seen that the current automotive industry is accelerating its transformation, stacking hardware and spelling configuration, which has become a means of competition for more and more car companies. There is nothing wrong with strengthening the function of the vehicle itself, the problem is that some car companies are sacrificing their lives to the end, blindly pursuing new and different, but ignoring the most basic quality problems, resulting in endless consumer complaints.
From another point of view, China's auto market has matured, and the important sign of maturity is that consumers' judgment of automotive products is becoming more and more objective and strict. People are willing to spend more money to buy a car, but want a higher quality car experience. The steady growth of Chery Jaguar Land Rover's sales is precisely based on the adherence to the original intention of "quality".
The eye-catching results come from a strong reputation
Mr. Ma Zhenshan, Executive Vice President of Chery Jaguar Land Rover Automobile Co., Ltd. and Executive Vice President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization
Consumers choose a car for a variety of reasons, some rely on low-price strategies, and some cars rely on advertising. The steady growth of Chery Jaguar Land Rover's sales is inseparable from its strong reputation in the minds of customers, and this strong reputation is concentrated in the "quality" dimension.
Chery Jaguar Land Rover's many models are at the forefront of the market, among which the Land Rover Range Rover Evoque owner's reputation score is 8.2 points, ranking in the top 15% of the nearly 600 models of the same class.
Open all kinds of car owners' forums, you can also find many "tap water" car owners for chery Jaguar Land Rover quality of high evaluation.
"Land Rover's cars, all men. Found that the sport version of the interior luxury or do it can be done, with 48V light mix, 2.0T power is still quite fierce, open for more than a year has not had any problems. ”
"Now the car has been driving for more than four months, and the more I drive, the more satisfied I am. The engine performance is good, the daily driving 2.0 is enough power, with an 8-speed automatic transmission, very stable, its all-terrain capability is also worthy of the name. ”
"I feel that Land Rover is very sincere to the Chinese market, the Aurora L is very designed, and the whole series comes standard with R-Dynamic sports kit, 20-inch wheels and front and rear dynamic flow water turn signals, which is really good at a good price-performance ratio."
In addition to the owners of "tap water", the first-class quality of Chery Jaguar Land Rover can also be seen from the reports of many neutral third-party agencies.
Taking J.D.Power as an example, as one of the world's professional and authoritative market research companies, this company is known for its independence and objectivity, and has been conducting vehicle reliability research in China for 22 years, which is the most objective reference for consumers to understand product quality.
In the most recent issue of the 2021 J.D.Power China Vehicle Reliability (VDS) research report, the Land Rover brand ranked second in luxury car brand reliability with 127 questions per 100 vehicles, lower than the average luxury car brand.
Focusing on the rankings of each segment of the list, Land Rover Found Sport ranks far ahead in the mid-size luxury SUV segment, while Range Rover also ranks second in the large luxury SUV segment.
Why cite The China Vehicle Reliability (VDS) study in many of J.D.Power's numerous reports? Because the report examines not only new cars, but even vehicles that have owned cars for two years, they are within its scope of investigation, which can reflect the wide range of quality performance of major brands and models as much as possible.
In addition, in the 2021 J.D.Power China New Car Quality Study (IQS), the Land Rover brand rose from 10th in the luxury car segment last year to 4th place, higher than the average and above level of the luxury car industry. In the 2021 China Automotive Product Attractiveness Index Study SM (APEAL), among luxury car brands, Land Rover (774 points) ranked third.
Advanced intelligent manufacturing produces first-class products
To create first-class quality products, car companies need to have first-class manufacturing capabilities. As a joint venture high-end automobile company, Chery Jaguar Land Rover built a Changshu production base as early as 2014, which is Jaguar Land Rover's first vehicle manufacturing plant outside the UK and a global model factory.
Chery Jaguar Land Rover Changshu production base
Changshu production base is the core embodiment of Chery Jaguar Land Rover's first-class manufacturing capabilities, its hardware facilities and design concepts are at the forefront of the industry, while taking into account efficiency, quality, environmental protection and other indicators, providing the underlying support for the high quality of Chery Jaguar Land Rover products.
Specifically, Changshu production base adopts advanced quality data collection, traceability, analysis, feedback, early warning and improvement information system, through the mutual cooperation of multiple systems, to achieve the interconnection of quality information, and continuously improve the quality level from multiple angles.
At the same time, Chery Jaguar Land Rover has also set up a quality center in the central area of the Changshu production base to promote quality maturity and problem solving through dynamic evaluations such as shakers and environmental warehouses, long-term rain, and evaluation projects such as three coordinate measurement rooms.
The Jaguar XFL is tested for 360-degree static rain
Many car companies' understanding of quality stays on the overall reliability of the vehicle, and Chery Jaguar Land Rover is also unambiguous about the details of the problem, and it has launched a delicate appearance project called "1mm Project", which delivers higher perception quality and visual integration to customers through new design concepts and advanced process assurance.
At present, the intelligent transformation of the automotive industry is not only reflected in the intelligent function of automotive products, but also in the degree of intelligence in the automobile manufacturing process. Chery Jaguar Land Rover Changshu production base through intelligent upgrading to ensure that products have world-class quality.
On the one hand, Chery Jaguar Land Rover uses remote real-time status monitoring, wireless UHF identification system RFID and other technologies to achieve traceability of product life cycle, manage product production process and quality control; on the other hand, Chery Jaguar Land Rover uses virtual manufacturing technology to greatly reduce the cost of car manufacturing and parts loss in the production stage.
In addition, in order to shorten the project duration and increase the output rate, Chery Jaguar Land Rover Changshu production site also applied a number of simulation technologies, such as robot simulation technology to verify the feasibility of the product at the design stage.
Compared with the adoption of the above advanced technology, Chery Jaguar Land Rover's customized production capacity is more industry demonstration effect. Customization is the dream of the automotive industry, a production and sales model that truly meets the individual needs of consumers.
With its order-based production model, Chery Jaguar Land Rover can handle up to 300,000 kinds of personalized optional configurations, "one car and one single" in the production process, with highly customized products, fully and accurately cater to the personalized needs of luxury car consumers, bringing them a higher quality car life.
In the process of intelligent manufacturing, Chery Jaguar Land Rover is not alone, but actively introduces the strength of partners. Previously, Chery Jaguar Land Rover has signed a 5G strategic cooperation agreement with China Unicom, and the two sides will promote the combination of 5G networks and industrial Internet applications.
From order-based production, to the application of simulation, to the combination of 5G network and industrial Internet, Chery Jaguar Land Rover has continuously refreshed its own intelligent manufacturing level, and set a benchmark for luxury car quality manufacturing in the Chinese market.
Global standards build the cornerstone of quality
The creation of first-class products and first-class hardware facilities are only the basic conditions, and on this basis, first-class standards are also needed. Chery Jaguar Land Rover adopts Jaguar Land Rover's global standards in technology, manufacturing, procurement, service, talent and other aspects, so as to maintain the global unified high quality of Jaguar Land Rover.
At the technical level, Chery Jaguar Land Rover has adopted Jaguar Land Rover's globally harmonized manufacturing and technical standards, including the adoption of a consistent manufacturing system to ensure uniform quality, the adoption of the world's leading airtightness testing standards to ensure vehicle wading performance, the introduction of APQP (Product Quality Planning and Control Plan), PPAP (Production Part Approval Process), and a complete on-site production evaluation process.
However, the industrial chain of automobiles is extremely long, and automobile manufacturing is not only a matter for vehicle companies, but also involves a large number of upstream parts suppliers.
In order to ensure the high quality of parts, Chery Jaguar Land Rover and Jaguar Land Rover adopt consistent supplier system standards, consistent high-quality supplier screening systems, and consistent supplier quality standard platform JLRQ standards. In other words, the selected suppliers, whether from overseas or local China, have the same high standard.
Different from the technical standards, talents are active factors of production, which cannot be bound by dead rules, and must be used in a flexible way to stimulate and cultivate their potential.
Chery Jaguar Land Rover won the "China Top Employer 2022" award
In this regard, Chery Jaguar Land Rover has set the world's leading talent concept and development standards: established a training center to train employees in lean and manufacturing production technology, sent elite technicians to the Uk for quality control training according to global standards, and strictly selected professional engineers using global unified standards.
It is worth mentioning that Chery Jaguar Land Rover's practice of global standards is not rigid, but actively combines Jaguar Land Rover global standards with The actual situation in China to ensure that Chinese consumers can enjoy a high-quality experience that meets the environment of their cars.
For example, Chery Jaguar Land Rover adopts jaguar Land Rover's global unified service standards, and at the same time, based on the Chinese domestic market, continuously upgrades the service system to meet the digital needs of Chinese consumers, further enhancing the experience of Chery Jaguar Land Rover owners on digital services.
Whether it is from the perspective of intelligent manufacturing capabilities or from the perspective of global unified high standards, chery Jaguar Land Rover creates first-class quality products, which is a natural thing. As a representative of British luxury cars, Chery Jaguar Land Rover has also continued to gain consumer recognition and favor by providing consumers with high-quality products that meet the trend of the times and market expectations.
Text/Wang Ziyang