Text | Shanghai is less congruent
Edit | Small balls
As a representative of Chinese executives, Ma Zhenshan's arrival will, to a certain extent, end pan Qing's monopoly on power;
Ma also serves as executive vice president of IMSS sales and service organization, which will also win more marketing resources for Chery Jaguar Land Rover's domestic car business.
Ma Zhenshan attended the forum activities, accepted various high-profile cannons in media interviews, and Pan Qing, who has been low-key for a long time, also opened a round of concentrated exposure through the "public welfare" action.
It has to be said that for Jaguar Land Rover, a traditional British luxury brand, after experiencing various sales fluctuations and executive personnel turmoil, it has opened a new round of strategic offensive in China with last year's Guangzhou Auto Show as an important node.
Just a long illness into a "cat", the year of the Chinese tiger, how to become the Jaguar Road "tiger" year" in Li Dalong's mouth?
Pan Qing + Ma Zhenshan, Jaguar Land Rover in China's new CP looks like a mysterious
On the whole, Pan Qing, who has been in charge of Jaguar Land Rover China for 5 years, has basically completed the "great unification" of Jaguar Land Rover's cause in China, and the decision-making power and discourse power have been unprecedentedly concentrated.
As the only joint venture carrier of Jaguar Land Rover in China, Chery Jaguar Land Rover, since Ma Zhenshan, a well-known marketing "big coffee" in the industry, joined the industry in September last year, and has significantly increased the volume of communication in brand marketing, especially in the domestic car sector dominated by joint venture car companies.
But the so-called ass determines the head.
Although they all seek greater development and prospects for Jaguar Land Rover in the Chinese market, after all, one is the "import car" business and the other is the "domestic car" business, and there will inevitably be great differences and gaps in the interests of all parties.
Pan Qing, Global Director of Jaguar Land Rover and President and CEO of Jaguar Land Rover China
Before the establishment of Chery Jaguar Land Rover, all parties thought that the domestic business would greatly promote the overall sales and momentum of Jaguar Land Rover in China and make the cake infinitely bigger;
However, after several years of actual combat, the reality of bone feeling has repeatedly shown that the domestic car and import car business not only failed to achieve 1+1>2, but often became each other's "stumbling blocks"...
Leju Automobile noted that even after Ma Zhenshan joined Chery Jaguar Land Rover in the south, the contradictions between the two sides in terms of relevant core interests and demands did not seem to have been fundamentally unified.
Publicly, Pan Qing, global director of Jaguar Land Rover and president and CEO of Jaguar Land Rover China, made it clear:
"Philanthropy is the same as building a car, not to do a hundred but to focus on doing a few", "Through brand building, Jaguar Land Rover aims to become the most profitable luxury brand and achieve double-digit EBIT margins"...
Correspondingly, Ma Zhenshan, executive vice president of Chery Jaguar Land Rover and executive vice president of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency for only a few months, has publicly stated to the media more than once:
To open up sales and production, "further strengthen the product line and make it more substantial, let it be volumeized!" Only by going up the volume can we achieve a win-win situation for dealers and brands"...
Chery Jaguar Land Rover and Executive Vice President of IMSS Ma Zhenshan
Obviously, in the matter of putting sales first/profit first, Pan Qing, who represents Jaguar Land Rover China, and Ma Zhenshan, who represents Chery Jaguar Land Rover (the number one in China), have completely different or even clear views and propositions.
The two sides of the demand difference, sales for the big or profit priority
This is not difficult to understand.
Pan Qing from the beginning of the more level of representatives of the rights and interests of foreign parties, whether foreigners import cars to China, or in China joint venture to sell domestic cars, the most direct and core starting point and appeal is - to make money!
Therefore, it is of course better to have large sales, but if the sales volume and profit cannot be balanced, it must be profit priority.
It should be known that in the eight or nine years since the establishment of Chery Jaguar Land Rover, especially in the six or seven years since the domestic listing of the first domestic model Land Rover Evoque, the sales of domestic models have been high and low;
In the past, more time has not been given to Jaguar Land Rover's business in China, contributing the huge returns and profits that were initially expected.
In contrast, the imported car business, especially Land Rover's SUV high-end ace car series - Range Rover series!
Not only in its million-level luxury market segment, it has always occupied an "unbreakable" market position and share, and its profit contribution to Jaguar Land Rover China and even the world is relatively intuitive.
Therefore, Pan Qing said bluntly in the face of the media to explain the overall recovery of performance in the past two years, "The main embodiment of Jaguar Land Rover's success last year is stability, and the other is to expand our share in the high-end market segment of SUV.".
Facing the future layout, in addition to the accelerated electrification transformation at the macro level, the brand's high-end image and premium are naturally also what Pan Qing attaches great importance to and intends to adhere to.
Ma Zhenshan is very different, after all, it is the legendary Chairman Yin Tongyue "three Gu Maolu", bitter and other months before "inviting and digging" to attract the marketing toughmen, in essence, its greater significance is to maximize chery's interests in the joint venture of Chery Jaguar Land Rover.
Therefore, we can see that after he officially joined and assumed the position of the top leader of the Chinese side of the joint venture company and the joint sales and service organization, he has frequently stood on the platform of the enterprise for some time and spoken out, intensively releasing a good signal to revitalize the localization of Chery Jaguar Land Rover.
Obviously, if the sales of domestic cars continue to be sluggish, not only Chery Jaguar Land Rover, a joint venture car company that has been established for a full decade so far, will greatly reduce the practical significance of all parties.
A number of professional managers, including Ma Zhenshan, naturally have no need to continue to perform their duties.
In the author's opinion, the arrival of Ma Zhenshan will, to a certain extent, "disintegrate" the situation in which Pan Qing and the foreign interest groups represented behind him have been dominant for some time;
At the same time, Ma Zhenshan's position as executive vice president in imSS sales and service organization will also be able to maximize the marketing resources for Chery Jaguar Land Rover's domestic car business.
Le Tease Observation:
Needless to say, as a representative of the classic British luxury brand car, Jaguar Land Rover's position in the history of luxury cars in the world cannot be underestimated.
Even in the past for a long period of time, in the cognition of many Chinese consumers, Jaguar Land Rover's "luxury" brand attributes are even higher than BBA.
Land Rover does not say, the king of the luxury SUV field, the classic film and television drama "Snail Residence" song Siming said to the seaweed, "Land Rover is a man's leg", once let many male audiences obsessed, can be called the "dream car" in men's minds.
As for Jaguar, although the "visibility" in the domestic market and on the road is not as high as that of Land Rover, as a designated car brand of the British royal family, the "aristocratic" temperament in Jaguar's bones is far from being comparable to the BBA on the street.
But just as the so-called thirty years of Hedong and thirty years of Hexi, the good man does not mention the year of Yong.
With the rapid development of China's economy and society, especially in the field of new energy vehicles, under the wave of industrial change of "new four modernizations" with electrification and intelligence as the core, Tesla, Weilai, Ideal, Xiaopeng and other upstarts of electric vehicles have risen sharply in brand awareness and attractiveness, forcing a number of traditional giants to accelerate their transformation.
In the era of electrification, the more popular Mercedes-Benz BMW Audi is becoming less and less fragrant, the original popularity is relatively low, in recent years is more and more marginalized and "niche" Jaguar Land Rover, and then do not chase after the more the future is more hopeless.
At this point, whether it is Pan Qing or Ma Zhenshan, there is a high degree of consensus and the same understanding, and the long-term fate of Jaguar Land Rover depends on the Chinese market.
And this is precisely the greatest significance of Chery Jaguar Land Rover and Ma Zhenshan, to Jaguar Land Rover.
It is just a common saying that a mountain is difficult to tolerate two tigers.
Pan Qing and Ma Zhenshan are all famous celebrities in the industry, and the core interest groups behind each of them are not the same, how to make them relatively harmonious and harmoniously organized together, it is a very test of the wisdom and endurance of all parties.