When we think of British cars, we always think of the unique "sense of nobility" of royal cars. As a traditional royal car, jaguar Land Rover inevitably brought an aura of "luxury" and "high quality" when it first entered China.
This may be because although they are called "Jaguar" and "Land Rover", they are more reminiscent of the lions of England, the dragons of Wales or the unicorns of Scotland – creatures that are born with a kind of "give up who they are" kingly style, very mysterious and majestic.
(Chery Jaguar Land Rover full range of models)
Indeed, jaguar Land Rover's market competitiveness speaks for itself. In 2021, Jaguar Land Rover performed extremely well in China, with annual sales of 103,888 units, an increase of 9% year-on-year, far higher than the overall market growth rate in the same period; among them, Chery Jaguar Land Rover, which accounted for 60% of Jaguar Land Rover's sales in China, also achieved a good year-on-year increase of 9%, and its star models Land Rover Range Rover Evoque (including Land Rover Range Rover Evoque L) and Jaguar XFL performed well with ultra-high product sales, with a high growth rate of 24.48% and 28% year-on-year, respectively. In the past March, Chery Jaguar Land Rover's wholesale sales increased by 14.16% year-on-year, and increased by 31.91% month-on-month, continuing to maintain a steady upward trend.
In the increasingly mature Chinese luxury brand market, such a performance is undoubtedly amazing. You know, in the high-end car market, consumers will not pay too much attention to things such as appearance, configuration, performance, etc., because this level of products must be passed in all aspects. So what really determines consumer intent?
Say the important thing three times: quality, quality, or quality. And the master of the move, often in the details of the real chapter. The reason why Chery Jaguar Land Rover is favored by consumers is that it always adheres to meticulous high quality in every detail. Further exploration will find that the high quality of Chery Jaguar Land Rover actually comes from the comprehensive and perfect system strength that it has been adhering to for many years.
(Chery Jaguar Land Rover Changshu Production Base)
First of all, the manufacturing system is related to whether the product can be "landed" with high quality. Chery Jaguar Land Rover Changshu production base is Jaguar Land Rover global model factory, but also its first vehicle manufacturing plant outside the United Kingdom, the production base stamping, welding, painting, assembly of the four workshops are the most advanced, efficient hardware facilities and design concepts, the degree of automation is very high. For example, the automation rate of the whole line of the stamping workshop is as high as 90%, and the international advanced servo press line can punch a piece every 3 seconds, which is at the world-class level; the welding workshop adopts flexible main spelling, and the average 120 seconds can weld a car; the painting workshop uses the world's leading dry spray paint system, CG800 ultra-high penetration electrophoretic paint and other technologies to effectively save energy and ensure the long-lasting anti-corrosion performance of the body. The Changshu production base adopts Jaguar Land Rover global unified standards, strictly controls the quality control, and ensures that each vehicle has the highest quality of "uniformity" to the greatest extent.
(Engine plants with a machining automation rate of up to 100%).
Chery Jaguar Land Rover empowers quality with intelligent manufacturing to ensure the efficiency and high quality of vehicles in manufacturing. By taking the lead in the application of the industrial Internet and using digital technology, Chery Jaguar Land Rover continues to enhance its intelligent manufacturing strength and lead the transformation and upgrading of China's high-end automobiles from "manufacturing" to "intelligent manufacturing".
Chery Jaguar Land Rover is the first enterprise in the industry to enable meS based on the "end-to-end" manufacturing execution system, which achieves full coverage of order management, manufacturing management, quality management, logistics pull, error prevention management, traceability management and other functions, can monitor production and equipment information in real time, accurately trace the manufacturing data of each vehicle, and use the problem solving and prevention system AIMS to improve product design.
At the same time, Changshu production base also applies a large number of intelligent manufacturing methods, including the use of 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, and ensure world-class quality. Chery Jaguar Land Rover also achieved a significant reduction in the cost of car construction and parts loss in the production stage through virtual manufacturing technology, which also greatly shortened the project delivery time and improved the delivery quality.
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. With the order-based production mode, Changshu production base can handle up to 300,000 kinds of personalized optional configurations, allowing customers to customize their own exclusive cars, and the production process is "one car and one single", further promoting the advancement of intelligent manufacturing.
Second, Chery Jaguar Land Rover has built a complete and strict company quality system to strive for excellence in quality. Complete and precise dynamic evaluation, coordinate measurement room and other testing equipment are distributed in the quality center and each manufacturing workshop, and the high-precision testing conditions effectively ensure the accuracy of the car-making process and further improve the aesthetics, quality and reliability of the product.
Third, a complete R&D system can ensure continuous innovation and upgrading of products. Rui Jaguar Land Rover has built a full business chain capability of vehicle R&D from product planning, styling design, project management, process and system, to engineering development, vehicle trial testing and certification, as well as the ability to improve emissions and engine performance and new energy development, forming a mature and perfect project management system and supporting R&D management processes and systems, and also providing strong support for product quality assurance.
In addition to its strong manufacturing, quality control capabilities and R&D system strength, Chery Jaguar Land Rover also has a global point-to-end logistics system, as well as a complete supplier quality management system and procurement system such as audit, training, and technical consulting. High standards, standardized procurement processes, complete global supplier designation and management system can provide quality training and quality control for partners, and minimize quality hazards caused by external uncontrollable factors.
In summary, Chery Jaguar Land Rover has established and improved a global management system with R&D system, procurement system, manufacturing system, quality system and logistics system as the five pillars, with a strong system to help long-term sustainable enterprise development, and to fulfill the commitment to provide world-class quality products and services to the Chinese market. The pursuit of excellence has been exchanged for outstanding brand strength, and the global authoritative research company J.D. In the 2021 J.D. Power China Vehicle Reliability (VDS) Research Report released by Power, the Land Rover brand topped the list, with the number of problems per 100 vehicles significantly lower than the average for luxury car brands.
(Land Rover brand ranked second in luxury car brand reliability in China Reliability Research 2021)
It is worth mentioning that the domestic model Land Rover Discovery Sport has won the top spot in the mid-size luxury SUV segment, proving chery Jaguar Land Rover's "meticulous" and "excellence" "new modern luxury" with strength and quality.
(Land Rover Discovery Sport topped J.D. Power's 2021 China Vehicle Reliability Study for Mid-Range Luxury SUV Reliability)
No matter how good the product is, how eye-catching the results are, behind it must rely on a strong after-sales system as a support. After-sales service is always the backing to enhance customer stickiness and expand target users. As 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 Agency, said: "Product quality is the cornerstone, after-sales service is the backing, the two complement each other, and jointly achieve the 'new modern luxury' car experience." ”
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
The back-end of Chery Jaguar Land Rover's reliable products is the after-sales service system oriented by "heart service, new value". Through digital upgrading to improve vehicle performance and driving experience, online and offline customers can enjoy a full range of meticulous services, which greatly expands the universality and radiation of Chery Jaguar Land Rover's after-sales system, and further reduces service costs caused by factors such as distance, geography and time.
Through unremitting efforts, Chery Jaguar Land Rover's after-sales service system has won the recognition of the industry and users. According to the 2021 J.D. Power China After-Sales Service Satisfaction Study (CSI), the Land Rover brand ranked second in the luxury brand group with a score of 776 points, which is the third consecutive year that the Land Rover brand has won this achievement.
(Land Rover brand won the J.D. Power China After-Sales Service Satisfaction Study (CSI) luxury car brand list for three consecutive years)
Write at the end
In fact, no matter in which industry, quality is always the most valuable wealth and lifeline of an enterprise. Hard-core product quality ensures the market competitiveness of Chery Jaguar Land Rover, rooted in the Chinese market for nearly a decade, Chery Jaguar Land Rover has always maintained its excellent quality and brand image.
Behind this, the foundation that supports the steady progress of Chery Jaguar Land Rover is its comprehensive and perfect system strength, meticulous gentlemanly style and noble heritage of the pursuit of excellence. I think this is the most fundamental reason why Chery Jaguar Land Rover has won the reputation and recognition of customers.
Here's the point of view