Chery Jaguar Land Rover 500,000 vehicles off the assembly line! Annual sales are growing! XFL soared by more than 20%

Although it is said that "all the past is prologue." But only by summarizing the past clearly and thoroughly can we face the future competition more rationally and objectively.

As we all know, the automobile market in 2023 is very difficult, and in the era of great changes in new energy and intelligence, the pattern of the traditional automobile industry is being subverted and reshaped.

And the most difficult of these is the competition in the price range of 20-500,000 yuan in the luxury car market, why is this price range the most difficult?

Because in the past 1 year, the competitive landscape in this range has changed the most drastically.

If traditional luxury brands such as Mercedes-Benz, BMW, Audi, Jaguar Land Rover, Volvo, Lexus, etc. belong to the "defender", then the "attacker" comes from all directions.

First of all, the attack from the following mainstream joint venture brands, North and South Volkswagen, North and South Toyota, North and South Honda, etc., are constantly producing mid-to-high-end cars to grab the entry-level market of luxury brands;

secondly, the horizontal attack from the new power brands, Wei Xiaoli plus Huawei, Xiaomi, etc., these brands that fell from the sky have stolen a lot of luxury car market share and sales;

Third, new energy brands from traditional automobile manufacturers are inserted from the oblique side, such as Tank, Zeekr, VOYANT, Mengshi, Denza, Yangwang, etc., and the price of these brands is 200,000-500,000 yuan, or even more than 500,000 yuan.

Old luxury, new forces, traditional energy drives, new energy drive products compete on the same stage, brutal PK. According to the data of the Passenger Car Association, in 2023, the total sales volume of the entire luxury car market will be about 3.82 million units, an increase of 10.5% year-on-year. There are far more new brands and products entering the market than this growth, which undoubtedly greatly increases the competition in the overall luxury car market.

In such a situation, it is extremely difficult for Mercedes-Benz, BMW, and Audi, which are in the first-line luxury, to defend it, not to mention the second-tier luxury brands that are already in the middle of the upper and lower ranges, in this range, the performance of most brands in 2023 is in a state of decline.

Among them, the 2023 Jaguar Land Rover has become a bright color for growth.

In 2023, Jaguar Land Rover's sales in China will reach 106377 units, a year-on-year increase of 25%. Compared with the large market and other brands in the luxury car market, this result can be said to be very impressive.

If imported Jaguar Land Rover has won the sales of the ultra-luxury car market with products with higher unit prices such as Range Rover and Defender, then in this report card, "Chery Jaguar Land Rover 5 domestic models sold more than 52,000 units, accounting for about 50%, achieving a steady growth of 6% throughout the year", and the positive growth of domestic Chery Jaguar Land Rover is even more difficult, because the domestic Chery Jaguar Land Rover is fighting in the most competitive market of 20-500,000.

Among them, the Range Rover Evoque L sold more than 15,000 units, a year-on-year increase of 6.3%, and the Jaguar XFL, a mid-to-large flagship sedan, saw the largest increase, with a year-on-year increase of 20.8%.

Another news worth celebrating is that Chery Jaguar Land Rover, Jaguar Land Rover's joint venture in China, has just reached the milestone moment of rolling off the assembly line of its 500,000th vehicle in 2023.

So under the pressure of multiple pressures, what did Chery Jaguar Land Rover do right in 2023 to achieve positive growth in performance?

01

Roots: good products of high quality

No matter how the external market environment changes, high-quality and good products are always the core secret of brand success.

In 2023, under the background of the "rebranding" strategy, Chery Jaguar Land Rover is committed to creating four differentiated brands and products, and winning users through new products such as the 23-year Range Rover Evoque L, the 23-year Jaguar XFL Gilt Edition, the new Discovery Sport, the new Jaguar E-PACE, and the 24-year Jaguar XEL.

Founded in 2012, Chery Jaguar Land Rover Automobile Co., Ltd. is the first Sino-British joint venture high-end automobile enterprise in China, and has gone through 11 years.

In the past 10 years of development, Chery Jaguar Land Rover has adhered to the British genes and also insisted on listening to the voice of China, constantly improving the localization system integrating R&D, procurement, production and marketing, and meeting the preferences and needs of younger and younger Chinese consumers through the continuous renewal and upgrading of new products, and interpreting "new modern luxury" for young Chinese users.

Chery Jaguar Land Rover has always adhered to innovation and localization, and has made cars for the Chinese market and Chinese customers. The Jaguar XEL, Jaguar XFL and Range Rover Evoque L are long-wheelbase models built specifically for the Chinese market and feature a number of China-specific designs.

On this basis, special edition models such as Jaguar XFL Gold Edition and Jaguar XEL Shine Black Sport Edition have also been launched to meet the customer's continuously upgraded personality and aesthetics.

It is the continuous grinding of each product that has won the favor of more and more users of Chery Jaguar Land Rover.

In October 2023, Chery Jaguar Land Rover ushered in the milestone moment of the 500,000th vehicle rolling off the assembly line.

From scratch, from existence to excellence, Chery Jaguar Land Rover has completed a solid foundation. High-quality products and modern luxury brand concepts have helped Chery Jaguar Land Rover to reach new heights one after another.

02

Advantage: Exquisite British style luxury service

"A Journey of Full-Link New Modern Luxury"

With the increasingly mature automobile consumption environment in the Chinese market, consumers should not only look at the product itself, but also look at the quality of after-sales service after delivery.

Jaguar Land Rover's service philosophy has always been to inject British luxury texture and brand temperature into every customer touchpoint to provide customers with an exclusive experience throughout the life cycle.

For a long time, Chery Jaguar Land Rover has always adhered to the concept of "customer first", combining online and offline experience improvement to provide customers with more value.

Through close cooperation with dealer partners, we have created a service system covering the whole life cycle of the car for customers, providing a real "full-link new modern luxury journey", which has also been highly recognized by Chinese consumers and the market. According to the "2023 China After-sales Service Satisfaction Study" released by Power, Land Rover has won the second place in the luxury car segment for five consecutive years.

In 2023, Jaguar Land Rover will also start upgrading its dealer showrooms, such as Beijing Huitong Luhua Sihui Store, which is Jaguar Land Rover's first new modern luxury dealer store in the world.

At the same time, a series of optimizations and adjustments have been made and the retail environment has been improved, which is to provide Jaguar Land Rover customers with a unique and warm British service.

At the end of the day, behind every purchase is a living flesh and blood person, who wouldn't love such a warm and delicate luxury service!

03

Brand values: adhere to long-termism

True Luxury is "a friend of time"

Pressure, for the weak, is real pressure, but for the strong, it can be transformed into a stronger motivation.

In the face of the extremely volatile and complex competitive environment in 2023, for Jaguar Land Rover, it is a golden age for the development of the luxury car market.

Why?

Because with the development of the economy more mature, consumers have stronger requirements for the technical requirements of high-end cars and the brand values conveyed by luxury brands.

Volume, the other side of the word, is that the market competition is more fully and mature, and the user's perception of luxury brands is also more mature, which is precisely the advantage and strength of companies and brands like Jaguar Land Rover.

Based on the "rebranding" strategy, create a differentiated label for the brand. The unique genes and precipitation of the brand are the core competitiveness of Jaguar Land Rover.

As the first Sino-British joint venture high-end automobile company in China, Chery Jaguar Land Rover adheres to the integration of local sound with the strength of the global system, creates products that embody the "voice of China", and brings a comfortable experience and exclusive care of pure British style to Chinese luxury car customers under the concept of "new modern luxury".

In other words, luxury brands must adhere to the brand values of long-termism, especially when entering the stock era, which tests the strategic determination of the brand.

In the new era, the car purchase needs of Chinese luxury car customers are changing to personalization, emotion and precision.

Under the concept of "new modern luxury", Chery Jaguar Land Rover pays attention to the needs of every customer, takes experience as the core, and empowers with design, so as to meet the needs of customers with more unique personalization, more exquisite quality and more advanced experience, and create a more refined driving journey for their lives.

The Jaguar brand was born in 1922, the Land Rover brand was born in 1948, and Chery Jaguar Land Rover has gone through 11 years of ups and downs.

Excellent brands, excellent companies are able to pass through time, real luxury, is a friend who insists on being a time.

04

Facing an uncertain future

What does Chery Jaguar Land Rover do?

The market is changing rapidly, and the most fierce is always the next second of competition. Always be prepared to go wider and farther.

But on the other hand, the excitement and cruelty of the market often breed vitality and new patterns. For a luxury brand with a long history, Chery Jaguar Land Rover needs to grasp the constant part of the market competition: as mentioned above, to establish its own unique brand philosophy, and at the same time, to continue to create value for the market and customers.

As we look into 2024, customer needs are constantly changing. Therefore, product creation and communication thinking must also start from the customer's perspective, on the one hand, to bring products and services that are more suitable for the customer's travel scene, and on the other hand, to tell stories in combination with their real car use scenarios in the communication content.

In terms of new products, in 2024, Chery Jaguar Land Rover will bring the mid-facelift 24-year Range Rover Evoque L, as well as the 24-year Jaguar XFL and the 25-year Discovery Sport.

In terms of marketing, we will also change marketing ideas, explore innovative marketing methods, adhere to long-term brand values, not conservative, but innovate in perseverance, and achieve the perfect combination of classical and modern, so that users can understand the beauty of brand time accumulation on the one hand, and also feel the beauty of scientific and technological innovation.

Point of view:

At present, the automotive industry is in the midst of a century of great changes, and it is certain that the market competition in 2024 will be more fierce than in 2023.

But for Jaguar Land Rover, which has reaped a lot of benefits in 2023 under the "rebranding" strategy, the strategy and tactics for the future are very clear.

Whether it is Jaguar Land Rover's imported products or Chery Jaguar Land Rover's domestic models and products, what remains unchanged is to create high-quality products for users, provide fine luxury services, and adhere to long-term brand values.