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At the beginning of the year, an old classmate asked me, how about Land Rover Discovery Sports? Instead of answering directly, I asked rhetorically, which do you think land Rover has a stronger brand than BBA? Students thought about it and said that they originally thought that Land Rover was stronger, but recently they found that whether it is running on the road or friends who are ready to buy luxury brands, it seems that few people have chosen Land Rover again. I smiled and replied that Land Rover was once a legend, but now, it is difficult to say luxurious!
At that time, when we mentioned Jaguar Land Rover, the first thought that came to mind was luxury and luxury. After all, just looking at the origin, it is not ordinary! Landrover, the British luxury all-terrain SUV brand, was founded in 1948; Jaguar, a well-known British luxury car brand, was born in 1922. It can be said that Jaguar Land Rover is born with noble blood. Unfortunately, in 2008, Ford's Land Rover business was acquired by India's Tata Motors and Jaguar Land Rover Was formed. After being acquired by India's Tata, jaguar Land Rover brand value has been greatly reduced.
Let's talk about the relationship between Jaguar Land Rover and the Chinese market. In 2003, the Land Rover brand set up an office in China, in 2009, Land Rover has brought its 2010 Range Rover, Range Rover Sport, Land Rover Discovery 4th Generation and Land Rover Skywalker 2 to China, and in March 2010, Land Rover Defender was listed in China. In 2017, Land Rover's new Range Rover Star Pulse was launched, and in early 2018, Land Rover's new Range Rover Sport plug-in hybrid model P400e was launched. As for Jaguar, it officially entered the Chinese market in 2004; in 2015, Jaguar released its first SUV model, F-PACE; and in 2017, the XEL, a luxury sports sedan, was launched. In 2018, Jaguar's first luxury pure electric coupe SUV I-PACE was launched from the Beijing Auto Show.
So how is Jaguar Land Rover mixed up in China? Speaking of which, Jaguar Land Rover was a well-known luxury brand in the first years, and it also had good sales. In 2014, Land Rover sold 122,000 units, peaking at 146,000 units in 2017. Looking at the past 2021, although it has increased by 9% year-on-year, the cumulative sales volume is only 103888.
In fact, sales performance is only one aspect, Jaguar Land Rover's decline in the domestic market is ultimately due to the gradual decline in its brand power and product power. In terms of brands, after becoming an Indian car brand, it has declined a lot. When choosing domestic partners, Chery with the label of "low" is chosen, so that Jaguar Land Rover's brand competitiveness in China is inherently less than a lot, and it eventually fell from the earliest first-line top luxury brand to the second-line.
In terms of products, taking Land Rover as an example, for many netizens, Song Siming's remarks in "Snail Residence" that "every man wants to own a Land Rover" are both harsh and direct, and indirectly achieve the "human design" of Land Rover's successful men's car. Looking at the performance of Land Rover in recent years, the "70% Leopard 20% Off Tiger" has become the most true portrayal of Jaguar Land Rover's continuous loneliness in the domestic market. It is understood that at present, Jaguar Land Rover has found that the sports terminal discount has exceeded 100,000 yuan, and the terminal discount of Jaguar XEL is also as high as 80,000 yuan. Perhaps, without price cuts, Jaguar Land Rover really doesn't know how to compete with other luxury brands. As for the 100,000 sales that were barely obtained, it is difficult to say that it is not the result of price for volume.
So why exchange price for volume? Needless to say, it must be that the product is not strong enough!
Let's look at the performance of these two brands in foreign countries, in J.D. In the Power 2021 China New Vehicle Quality Research (IQS) rankings, Jaguar Land Rover is behind, especially Land Rover, which is embarrassingly far behind. In fact, just from the recall, you can see that the quality of today's Land Rover is really not flattering. Just recently, some of Land Rover's models had problems with their seat belts, and they had to face recalls of nearly 15,000 vehicles. It is understood that the recall involves 5,553 Range Rover and 9,259 Range Rover Sport editions produced between April 29 and October 17, 2016. The emergency locking tighteners of these vehicles may not work properly, thus affecting the use of seat belts in accidents. Of course, it is not the first time that they have been recalled because of issues such as seat belts and airbags.
For Jaguar Land Rover, there are many problems. But for the joint venture Chery Jaguar Land Rover, there are also many things that need to be solved. To say that the biggest thing chery Jaguar Land Rover will solve in 2021 is still a human matter. Just last year, Ma Zhenshan, who once worked for FAW-Volkswagen and has nearly 21 years of marketing experience, joined Chery Jaguar Land Rover. Although Ma Zhenshan can be called a marketing "veteran" in the automotive circle, it is not easy to lead Chery Jaguar Land Rover to recreate its former glory. After all, time has changed, and after missing too many opportunities for development in China, Chery Jaguar Land Rover wants to catch up, which is not just a matter of improving product strength.
For example, the current automotive environment has changed to electrification, electrification and intelligence, and luxury does not only originate from the brand, but also from the hard core strength of the product itself. For Chery Jaguar Land Rover, there is not only the comprehensive crushing of the BBA and the squeeze of second-tier luxury brands such as Volvo, Cadillac, Lincoln, etc., but also the encroachment of New Forces of Chinese car manufacturing, such as Weilai, Ideal, and Xiaopeng. In addition, the road to high-end electrification of domestic brands continues to accelerate. Xiaobian believes that whether it is a brand or a product, Jaguar Land Rover's opportunities in the Chinese market are no longer many.
Written later
Brand power has declined sharply, product quality is not as good as that year, there is nothing surprising in terms of electrification and intelligence that caters to the automotive environment, and the competition in the high-end market has gradually intensified. Xiaobian thinks that even if Ma Zhenshan, who has recently taken up his new position, has delivered a year-on-year performance of 9%, for him, the real challenge has just begun. As for what kind of achievements Ma Zhenshan can deliver in 2022 in his first full sales year, let's wait and see!