China's luxury car market has only gone through more than 40 years since its inception, and the spurt of development has occurred in the past two decades. In 2012, the domestic luxury car market exceeded one million units for the first time, and in 2021, it reached 3.472 million units, an increase of 20.7% year-on-year, which was 14.2 percentage points higher than the growth rate of passenger cars. Some analysts said that by the end of 2022, domestic luxury car consumption exceeded 4 million units.
The huge growth potential of the luxury car market is difficult not to be "eye-watering". With the rapid development of the luxury car market, consumers' concept of car purchase is also undergoing earth-shaking changes, from the initial "can run on the line", to now there are many requirements for the appearance, power, configuration and so on of the vehicle. But even if consumers pay attention to different points at each stage, "quality" is always an important factor for users. No matter how trendy the model, if there is a lack of quality assurance, no matter how fancy and flattering the configuration can only be a castle in the air.
Chery Jaguar Land Rover full range of models
For car companies, especially luxury car companies, keeping the quality lifeline is the top priority of enterprise development. 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 Market sales and service agency, said: "We must take quality as the spear and take the needs of users as the foundation in order to have a good market share." As an outstanding pioneer in the domestic luxury car market, adhering to the corporate vision of "building a leading luxury car company and delivering high-end customer experience", Chery Jaguar Land Rover knows that to shoulder this vision, it is necessary to take high-quality products as the foundation of the brand.
The quality of the good or bad
In the end, it is up to the market and the users to decide
Under the dual pressure of lack of core and epidemic, the success of any car company that has achieved results is no accident. In 2021, Chery Jaguar Land Rover achieved a year-on-year increase of 9%, outperforming the market, and its star models Land Rover Range Rover Evoque (including Land Rover Range Rover Evoque L) and Jaguar XFL performed well with super high product sales, with a high growth rate of 24.48% and 28% year-on-year, respectively. Just this past March, Chery Jaguar Land Rover also achieved a 14.16% year-on-year increase in wholesale sales and 31.91% month-on-month. So, where is the secret of Chery Jaguar Land Rover's sales growth? A closer look will reveal that this is no secret, and Chery Jaguar Land Rover's "growth code" relies on the adherence to the original intention of "quality".
According to the J.D. Power 2021 China Vehicle Reliability Research Report, the Land Rover brand reliability of the luxury car lineup ranks second, and its number of problems per 100 vehicles is much lower than the average of luxury car brands, while land Rover Found Sport reliability is the top of the mid-size luxury SUV segment. Undoubtedly, thanks to the reliable quality assurance, Chery Jaguar Land Rover has allowed users to maintain a low failure rate in the actual use process, and has also won itself recognition from industry authorities.
Land Rover Discovery Sport ranks first in the J.D. Power 2021 China Vehicle Reliability Study mid-range luxury SUV segment
In the eyes of enterprises, the quality of quality is a parameter, is a normative standard; but in the eyes of users, quality is more of a perceptual experience. Nothing can impress consumers more than the spread of real word of mouth. With excellent product quality, good customer reputation will be "uninvited". When we flip through the main forum, we will capture many real reviews for Chery Jaguar Land Rover "tap water" owners. Someone said, "The XEL chassis is excellent, conscientious cargo." Some people also said: "The dual screen feeling of Aurora and Star Pulse is in the same level, very graded, and there is no one." And so on, and so on.
The new Range Rover Evoque L
On the Autohome, there is no shortage of car owners' evaluations of Chery Jaguar Land Rover's "reliable quality". For example, the Land Rover Range Rover Evoque L, according to the real evaluation of the owner, the word of mouth ranked fourth in the market segment, the score reached 4.49 points, and some car owners added comments after using it for three or four years, which specifically mentioned the quality problem. Some car owners wrote in the forum: "There is nothing bad about the overall use, and I have chosen not to regret it." "All this has laid a solid consumer reputation for Chery Jaguar Land Rover and become the key to its steady sales growth."
Premium quality endorsement
Originated from the spirit of craftsmanship throughout the production of manufacturing
In order to create excellent product quality, a high standard of production and manufacturing base is the cornerstone. Even a little error generated in production and manufacturing may affect the handling and safety of the vehicle. As early as 2014, Chery Jaguar Land Rover built a Changshu production base, which is Jaguar Land Rover's first vehicle manufacturing plant outside the UK and a global model factory. Here, every model of the off-line has undergone layers of checks to ensure that what is in your hands is a high-quality product.
Chery Jaguar Land Rover Changshu production base
Chery Jaguar Land Rover Changshu production base is the core embodiment of Chery Jaguar Land Rover's excellent 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 aspects of the indicators, providing the underlying support for the high quality of Chery Jaguar Land Rover products. Changshu production base is equipped with the world's leading stamping, welding, all-aluminum body workshop, painting, assembly workshop, engine factory, R & D center and quality center, and has a unique design of the point-to-point logistics system. Taking the second phase of the production base as an example, the automation rate of its welding expansion workshop has reached 100%, and the riveting technology applied to aerospace is also adopted in the welding process, which greatly improves the safety factor of the body. This is also one of the most advanced welding workshops in China.
Highly automated welding workshop
In terms of intelligence in the automobile manufacturing process, Chery Jaguar Land Rover took the lead in running the industrial Internet through the entire production process, which can realize the automatic start-stop and real-time status monitoring of remote production lines, and achieve traceability of the entire product life cycle. In the welding, painting, assembly process, engine plant and logistics links, Chery Jaguar Land Rover uses the advanced UHF radio frequency identification system RFID to achieve full-process production process control and tracking, and manage the product production process and quality control by uploading tracking data.
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 quality issue. For example, Chery Jaguar Land Rover launched a delicate appearance project called the "1mm Project" to deliver higher perceived quality to customers through new design concepts and advanced process assurance. In chery Jaguar Land Rover's view, quality standards are only the first step, what they have to do is to keep improving.
The times are changing, the industry is changing, and what remains unchanged is Chery Jaguar Land Rover's pursuit of excellent quality. As a representative of British luxury cars, Chery Jaguar Land Rover continues to gain the recognition and favor of the market and users by providing consumers with high-quality products that meet the trend of the times and market expectations. We have reason to believe that Chery Jaguar Land Rover, which adheres to the original intention of excellent quality, will continue to develop together with the Chinese luxury car market.