It is another year of "3·15", and consumer rights and interests have been focused again.
As a means of transportation and travel space closely related to human safety, the quality of automobiles has always been an area of great concern for consumers and OEMs. According to the analysis of complaints accepted by the National Consumer Association in 2021 released by the China Consumer Association (hereinafter referred to as the China Consumer Association), the number of complaints about automobiles and auto parts increased significantly in 2021, with a total complaint volume of about 41,600 cases, accounting for 3.98%. Among the specific product complaints, automobiles and auto parts ranked third, an increase of 19.28% over the same period of the previous year, second only to food and clothing products. Behind the rise in data also means that consumers' pursuit of good quality has become increasingly prominent, and this is more obvious in luxury car brands.
New Jaguar XFL
The new XFL is rain tested at the Quality Center
Land Rover Discovery Sport vehicle reliability ranks first in the mid-size luxury SUV segment (Source: J.D. Power）
In order to meet the needs of today's consumers, the launch of excellent products is the first priority of luxury car brands. As the first Sino-British joint venture high-end automobile enterprise in China, creating world-class products for consumers is also the original intention and mission of Chery Jaguar Land Rover. When luxury returns to its roots, quality will drive growth. From January to February 2022, Chery Jaguar Land Rover sales rose steadily, and its adherence to luxury quality was once again verified by the market.
Quality lays the foundation for sales
2021 is a challenging year for any car brand, with objective factors such as the epidemic, lack of cores, and insufficient supply of spare parts affecting the performance of the end market.
However, Chery Jaguar Land Rover achieved a steady increase in sales. Retail sales for the full year of 2021 increased by 9% year-on-year, especially the two blockbuster models launched last year received positive feedback from the market. Among them, the retail sales of the Range Rover Evoque L, which has lengthened the wheelbase by 160 mm for the needs of the Chinese market, increased by 24.48% year-on-year, while the retail sales of jaguar XFL models with a luxury design unique to China increased by 28% year-on-year. Entering 2022, Chery Jaguar Land Rover's models still maintain a steady growth trend, laying a good foundation for the performance of the new year.
In a complex market environment, the steady growth of sales volume is not lucky and accidental, its roots lie in the reliability and safety of Chery Jaguar Land Rover products.
First of all, the authoritative third-party evaluation has enabled Chery Jaguar Land Rover's models to obtain luxury quality certification. In the J.D. Power 2021 China Vehicle Reliability Study (VDS) ranking, the Land Rover brand ranked second in luxury car brand reliability, with the number of problems per 100 vehicles significantly lower than the average luxury car brand. Among them, Land Rover Discovery Sport ranked first in the vehicle reliability ranking in the mid-size luxury SUV segment, surpassing traditional Ashkenazi luxury brands.
Secondly, when reliable products enter the consumer's use level, Chery Jaguar Land Rover has also gained excellent consumer reputation with a pure British experience. "The dual-screen feel of Aurora L and Star Pulse is the most high-grade in the same class, and there is no one." A owner of a Range Rover Evoque L gave a high degree of praise. A jaguar XEL model owner also believes: "Jaguar XEL is very powerful, the performance of various driving modes is very different, the sport gear driving control sense is directly full, and the ordinary driving mode is very smooth, suitable for driving in the city." ”
In the era when everyone is self-media, reliable quality silently accumulates a good user reputation, which in turn continuously raises the brand image of Chery Jaguar Land Rover. From quantitative change to qualitative change, more and more potential consumers will come to contact this car brand in the future, which will also bring more possibilities for chery Jaguar Land Rover's terminal performance.
The system puts a lot of quality off
In fact, Chery Jaguar Land Rover's impressive results are not surprising. Behind the steady growth of sales, the drive of hard-core quality is the essential reason.
As a luxury car company, Chery Jaguar Land Rover has a complete and strict company quality system for products. This also puts forward high requirements for its production base in Changshu, including manufacturing, research and development, procurement, logistics, talent and other aspects of system strength and local capabilities.
Adhering to the original intention of quality is not an easy task, Chery Jaguar Land Rover has been strictly implementing global unified standards, and every car delivered to users by its Changshu production base has undergone "layers of checks" and "quality inspection everywhere" to ensure that users can use high-quality luxury products.
It is worth noting that in the era of green industry, car factories are already becoming more intelligent.
"Big data" and "intelligent manufacturing" have become important labels for Chery Jaguar Land Rover Changshu production base. The production base adopts quality data collection, traceability, analysis, feedback, early warning and improvement information system, which can realize the interconnection of quality information through the mutual cooperation of multiple systems, and continuously improve the quality level from multiple angles.
Among them, it is worth mentioning that chery Jaguar Land Rover Changshu production base "full product life cycle traceability" function, which can achieve traceability of product life cycle through remote real-time status monitoring, wireless UHF identification system RFID and other technologies, manage the product production process and quality control, so that it can better focus on vehicle problems and quickly give accurate solutions.
In order to better serve customers, Chery Jaguar Land Rover is also constantly expanding "smart +" to empower intelligent manufacturing upgrades. For example, it signed a 5G strategic cooperation agreement with China Unicom to cooperate in the Industrial Internet of Things, The Internet of Vehicles and Intelligent Driving.
Whether it is the original intention of adhering to product quality or the ingenuity of forging the manufacturing system, as the first Sino-British joint venture high-end automobile enterprise in China, Chery Jaguar Land Rover's corporate vision of "building a leading luxury car company and delivering high-end customer experience" has never changed. In recent years, Chery Jaguar Land Rover has been providing first-class quality models for the Chinese market with higher operating quality, stronger quality system and high-quality sustainable development, interpreting authentic British luxury for consumers and bringing excellent product experience to users. Text/Huang Yu
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