The birth of the Range Rover pioneered luxury SUVs. With the official debut of the new generation of Range Rover, it combines minimalist aesthetics, quiet cockpit and the perfect driving experience to innovate and interpret the unique charm of new modern luxury. As the first flagship model under the new strategy of "reshaping the future", it more fully demonstrates the flagship trend of "winning as a model", bringing rich choices and comprehensive personalization, leading the development of the times, and casting a new legend belonging to Range Rover.
On the occasion of the launch of the new generation of Range Rover, we once again met with Mr. Richard Shore, President of jaguar Land Rover China and Chery Jaguar Range Rover Joint Marketing Sales and Service Organization, to discuss the new car launch, brand strategy and future planning of the new generation of Range Rover.
Richard Shore, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization
Q: The launch of the new generation of Range Rover was very exciting, which can be said to be a perfect interpretation of what is "winning as a model". It is very rare to achieve such a level in the current environment. This is the first flagship model under the new strategy of "reinventing the future", how does it reflect the new strategy of "reinventing the future"?
Li Dalong: Range Rover has always been the flagship model of the Land Rover brand, and for us, the new generation of Range Rover is a very important new model under the "reinventing the future" strategy, so this launch conference is also of great significance.
As we all know, based on the strategy of "reshaping the future", around Jaguar and Land Rover, two brands with unique British characteristics, Jaguar Land Rover interprets new modern luxury with design empowerment. Many of the design details of this model revolve around this core element of the "reinventing the future" strategy. As Professor Jere-Hsun, Global Chief Creative Officer of Jaguar Land Rover, has emphasized, the new generation of Range Rover is a masterpiece of neo-modern luxury.
The launch theme of the new generation of Range Rover, "Winning as a Model", also fits perfectly with the "Reinventing the Future" strategy. As we all know, Range Rover successfully pioneered the luxury SUV segment more than 50 years ago and has remained exemplary. For more than 50 years, Range Rover has brought many innovations to this segment for the first time.
The theme of "Winning as a Model" is also relevant to our corporate social responsibility. Jaguar Land Rover regards social responsibility as part of its corporate development strategy, and we attach great importance to public welfare undertakings, and have cooperated with the "China Soong Ching Ling Foundation" to establish the "Jaguar Land Rover China Youth Dream Fund". This time, we launched a new public welfare initiative in conjunction with the listing of the new generation Range Rover to help Yunnan Zhaotong Jaguar Land Rover Hope Primary School. This reflects our multifaceted approach to the concept of "victory as a model".
Q: The new generation of Range Rover is very competitively priced, so what kind of thinking has been done in terms of pricing strategy?
Li Dalong: Our thinking is mainly on how to bring more value to customers. For example, the price of all models this time includes an exclusive "exemplary worry-free service". This service includes policies such as free maintenance for up to 6 times in the first 3 years, so that our car owners can enjoy the new modern luxury while enjoying peace of mind.
The price of the new generation of Range Rover is basically the same as that of the previous generation, but a model like the Shengshi Seven-Seat Extended Edition can actually be seen as having a lower price than the previous generation, so it is very attractive. This is the first time in more than 50 years that Range Rover has offered a seven-seat layout option, and it can satisfy large families who have not been able to enjoy the Range Rover lifestyle before. It should also be emphasized that the new generation of Range Rover Premiere, which is equipped with a new 4.4T twin-turbo V8 engine and is only available at the beginning of the market, the official suggested retail price is less than 2.5 million, which is actually a very valuable gift for customers.
Q: From the launch of the new generation of Range Rover, we can see that range Rover models are moving up to achieve the target market, while many ultra-luxury brands are exploring in the target market. How does Land Rover plan higher and higher upward paths?
Li Dalong: First of all, Range Rover has a very loyal customer base, and their requirements will continue to increase. We have been listening intently to the opinions of Range Rover owners, such as wanting more technology and stronger motivation in the future. So each generation of Range Rover has a big breakthrough in terms of luxury and performance. This is loved by loyal owners. A good example is that we will quickly launch a new generation of Range Rover SV models.
I want to emphasize that, first, since the creation of the luxury SUV segment 50 years ago, Range Rover has been a model and benchmark for this segment. Land Rover has brought many of its first technologies into this segment for decades and is widely recognized by customers. Second, we have the MLA-Flex platform, built specifically for Range Rover, which is very unique and self-contained. Third, Range Rover has a very solid fan base, and their group loves the new generation of Range Rover, and it has achieved self-transcendence on the basis of loyalty to the heritage.
Q: We understand that the new generation of Range Rover is currently in short supply in the global market, and many markets have stopped accepting orders. So when will Chinese customers get their hands on the car? In addition to the four extended wheelbase models on the market, what are the plans for the introduction of other models? Will there be a pure electric version of the Range Rover in the future?
Li Dalong: Indeed, the demand for the new generation of Range Rover in the global market is very large, and the order base in each market has accumulated to 6 months of order volume. The Chinese market already had 1500 orders before it was officially launched tonight. So, if you want to have a new generation of Range Rover, you must start quickly.
We expect the new car to arrive at the showroom in early May. Next, there will soon be standard wheelbase models, SV models and plug-in hybrid models entering the Chinese market.
The electrification of the Land Rover brand is one of the core of the "Reinventing the Future" strategy, land Rover's first pure electric model will be launched in 2024, and by 2026, the Land Rover brand will have six pure electric models.
Q: After driving the new generation of Range Rover yourself, what is so special about this car that you feel?
Li Dalong: The previous generation of Range Rover has achieved unparalleled Seiko luxury, and this generation of models can be said to be on the next level. For example, innovative noise-cancelling technology creates a quiet cockpit, a 50% increase in body strength, a four-wheel steering system as standard throughout the series and a 7-degree angle at the rear wheels, and the powerful performance of ATRS Land Rover all-terrain technology. With a maximum wading depth of 900 mm and a maximum climbing angle of 45 degrees, the new generation of Range Rover can be said to achieve both modern luxury and powerful performance. I hope that everyone can test drive as soon as possible and really feel this model.
Q: Design has always been the competitive advantage of the Land Rover brand, in recent years we have seen Land Rover has been emphasizing "using technology to achieve design", so how does the new generation of Range Rover embody "using technology to achieve design"?
Li Dalong: Regarding design, the Land Rover brand has always emphasized the need to create a unique and fascinating design. Land Rover's designs are not replicable and never follow trends.
When you see the new Range Rover and the new Defender, you will find that the appearance is very recognizable, which is the iconic Land Rover design. With a minimalist aesthetic design concept, we have taken the design of the new Range Rover and the new Defender to the next level, highlighting the modern feel. Whether it's design or engineering, we've done it perfectly. For example, at the junction of the new generation range Rover doors and glass, there is no sealing strip, and advanced technologies such as laser welding are used. This technology makes the glass larger and the body shoulder line more visually impactful. It's the perfect combination of design and technology.
Q: The new generation of Range Rover has received positive feedback from the Chinese market, so what do you think are the most important product competitiveness for Chinese customers?
Li Dalong: For Land Rover and Range Rover, the Chinese market is a very important market, so we pay special attention to the needs of Chinese customers. Customers in China place a lot of value on rear space, so we've improved rear space and seat comfort on the new Range Rover. Another point that we are very interested in is how the first introduction of the seven-seater model will resonate in the Chinese market.
In the U.S. and Middle Eastern markets, Range Rover's seven-seater model is very popular. There are also many big families in China, will they like the seven-seater model of the Range Rover? We'll see. In addition, the Chinese market attaches great importance to new energy models, so in the next two or three years we will also introduce new energy models.
Q: The introduction of a seven-seater model for the first time in the new generation of Range Rover is very concerned, and the range rover has already offered four-, five- and seven-seater models, will it consider providing six-seater models in the future? What percentage of sales do you expect for seven- and five-seater models?
Li Dalong: First of all, at present, we are still focusing on doing a good job of seven-seat models. Many markets around the world are very much looking forward to the seven-seater model, and now we are very happy that the Chinese market also has a seven-seater model, and we have set the seven-seater version as the entry-level version of the listing lineup, and the price is very competitive, so we are looking forward to seeing its market performance. We believe it will attract a lot of target customers.
Traditionally, the percentage of range rover models sold is 80% long wheelbase and 20% standard wheelbase. We expect that seven-seater models may account for between 15% and 20% of sales of long-wheelbase models.
Q: After the epidemic has passed, everyone's interest in going out will increase greatly, and the new generation of Range Rover premiere version is equipped with a new 4.4-liter P530 twin-turbo V8 engine, which can be said to be very suitable for off-road exploration, and the price is also very competitive. Can you share what you've learned about the feedback of luxury SUV customers on the car, and what are your market expectations for it?
Li Dalong: Recently, we have done some high-end tasting activities in China, and the feedback from the media and customers on the new generation of Range Rover has been very good. Among them, our loyal customers are very interested in the launch of the new generation of Range Rover. So we are very confident that the first version will be equipped with the new 4.4-liter P530 twin-turbo V8 engine.
Q: What is your judgment on the trend of China's luxury car market this year? This year's pandemic and other factors have affected the supply chain of the automotive industry, how has it affected the production of new models? What are the countermeasures?
Li Dalong: Last year, our sales in the Chinese market reached 100,000 units, an increase of 9% year-on-year, and China's luxury car market still maintained a good state. At present, many international factors have some impact on the macro economy, while the outbreak that began in February and March has also brought many risk factors, including the unpredictable impact of production and logistics. The situation in Shanghai has indeed had an impact on the industry's supply chain.
It's a tough time, but we believe the market will have a strong rebound after this difficult period. We have all seen that after the first round of the epidemic in 2020, the Chinese market rebounded rapidly in April and May. We believe that after this outbreak, we expect to see a recovery in the market at the end of May or the beginning of June. The vitality of the Chinese market has always been very strong. Although all OEMs are now affected by the chip shortage, we believe that the Demand in the Chinese Market will recover in the second half of the year. Production of the new generation of Range Rover is also on schedule.
Q: How has the current epidemic in Shanghai affected Jaguar Land Rover?
Li Dalong: Due to the current situation in Shanghai, the Port of Shanghai is not open, so we are now shipping the new generation of Range Rover and other imported models into China through the ports of Tianjin and Guangzhou.
In terms of domestic vehicles, our Changshu production base is also trying its best to ensure production, although the supply chain has also been affected. In short, we are making every effort to ensure that there is a supply of high-quality models in the Chinese market. Hopefully, things will improve in June.
Q: How is your current life in Shanghai?
Li Dalong: Thanks to the community for sending so much rice, vegetables, fruits, and now I am getting healthier and healthier. I'm trying to practice my cooking skills, and now my best dish is Chinese fried rice, because there is a lot of rice and eggs at home, and they need to be fried.
Now in fact, everyone in Shanghai is in a very difficult period, but in this period, the spirit of mutual care and love of the community has also been carried forward. Everyone is supporting each other, such as bread, cheese, coffee, etc. everyone will share it. Next door to my house is an elderly couple, and the whole community gives them very full care and attention. Their daughter had to say online: "Stop bringing them food, there are so many things." "It's also a very valuable spirit of community solidarity."