The 4S store has set up a "Dream Building Corner" to integrate public welfare communication into the daily life of the sales terminal, which may be the first of its kind for Jaguar Land Rover.
At the beginning of April, the "Dream Building and Shaping the Future, Dream Fund 10th Anniversary City Tour Exhibition" opened in Beijing, which was full of spring. This year marks the 10th anniversary of the establishment of the China Soong Ching Ling Foundation, the Jaguar Land Rover China Youth Dream Fund. Over the past decade, Jaguar Land Rover China has invested more than 100 million yuan in the Dream Fund, benefiting nearly 700,000 Chinese youth.
"The essence of a brand is values". Drucker, the father of modern management, said that the highest level of enterprise management and marketing is to stimulate people's goodwill and potential.
Jaguar Land Rover, the world's top luxury car brand, should know this. In 2023, Jaguar Land Rover sold 106377 new vehicles in the Chinese market, achieving a year-on-year increase of 25%. In the face of the market turmoil of the great changes in the transformation of smart appliances, why can Jaguar Land Rover show stability through the cycle?
The transformation of the brand strategy is the booster. At present, the differentiation of China's luxury car market is intensifying, and the greasy feeling of driving BBA is exposed under the impact of new forces. Jaguar Land Rover allows the Defender, Discovery and Range Rover to explore the world independently, and then uses pure electric to unleash Jaguar's track performance genes, all of which are effective tactical moves.
From a deeper strategic level, what is the endogenous driving force that promotes Jaguar Land Rover's iteration and continuation of luxury genes? The practical action that can make this value fall into practice is their ten-year commitment to public welfare.
Long-termism in a cup of coffee
At the Beijing Huitong Luhua Sihui 4S Center, the 10th Anniversary Film Festival of the Dream Fund interprets Jaguar Land Rover's philanthropic philosophy of "Light Up Dreams" – not only to provide material help to children, but also to bring them the inspiration of their dreams in public welfare, and to help them grow up over a longer period of time.
Among these precious video materials, there are children with eye diseases who saw their father's face for the first time, children who spent Children's Day at Hope Primary School for the first time, and football teenagers who chased their dreams on the green field. Jaguar Land Rover hopes that with the visual experience given by the image, more caring people can enter the hearts of children and see their dreams.
The "Dream Building Corner" also displays CSR-themed cultural and creative peripheral products, which are inspired by the paintings of the children in the daily classroom of Hope Primary School, and are sold for charity after secondary creation, and all the proceeds will be used to support the construction of the school.
In general, CSR (Corporate Social Responsibility) is an external activity. Jaguar Land Rover is different, participating in public welfare and assuming social responsibility has been internalized into the daily work of this car company.
In order to attract more employees' attention and participate in CSR actions, Jaguar Land Rover China has opened a CSR-themed café and meeting room in its new office in Qiantan, Shanghai. In the CSR Cafe, employees can donate to the Dream Fund by purchasing coffee on a daily basis.
The name of the CSR conference room is "Dream", and the main wall decoration introduces the key sections and projects of the Dream Fund, and the theme peripherals of the Dream Fund are intimately displayed in the interior, and employees can purchase the peripherals in the form of charity sales. By integrating small acts of kindness into daily life, Jaguar Land Rover has embedded the concept of philanthropy in the minds of its employees, so that charity can operate in a sustainable way for a long time.
There is public welfare in the 4S store, and there is a dream in a cup of coffee. This is Jaguar Land Rover's long-term commitment.
Jaguar Land Rover China's "Dream Fund" is the first public welfare fund focusing on the growth and health of children and adolescents in China's automotive field, focusing on the three major sectors of "education, social care, and Sino-British cultural exchanges", and has created public welfare projects such as "Dream Classroom" teaching, "Youth Vision Care", and "Jaguar Football Public Open Day".
In the past ten years, Jaguar Land Rover, as the leader of the Dream Fund, has worked with its employees and car owners to make public welfare undertakings a classic case of long-term sustainable operation through little by little actions.
Yan Wang, Executive Vice President, Public Relations & Communications, Jaguar Land Rover China, said: "Jaguar Land Rover and the Dream Fund are based on empowering children to grow up healthy and happy, with the important mission of 'lighting up dreams' and inspiring children's lifelong development. This requires us to join hands with caring people from all walks of life to expand the possibilities of public welfare in the process of calling for public participation, so that public welfare projects can have both 'warmth' and 'new ideas'. ”
The ten-year CSR road is just the beginning, which is an important support for Jaguar Land Rover's global strategy of "Reshaping the Future", as well as the ballast stone and spiritual core for the implementation of the corporate vision, and a necessary condition for Jaguar Land Rover's sustainable development in China.
2023 is not only a crucial year for Jaguar Land Rover's philanthropic journey, but also a year for the company to perform quite well in the world's largest automotive market. How to maintain a high growth rate in China's fiercely competitive auto market in the future? Jaguar Land Rover's secret is a firm "long-term philosophy", which is not only reflected in the unique understanding of the luxury market, but also in the long-term vision of adhering to CSR and continuing to implement public welfare actions.
In the midst of the global trend of sustainable development, Jaguar Land Rover has found ways and goals to fulfill its social responsibility in China.
By 2030, Jaguar Land Rover wants to become a fully electrified neo-modern luxury car manufacturer, with all its brands offering all-electric products and a 60% penetration rate of all-electric models. By 2039, they will achieve net-zero carbon emissions across their supply chain, product development and operations.
Jaguar Land Rover understands that luxury car brands advocate a lifestyle that people "yearn for", which requires a material foundation. And the luxury of all the technical means piled up is not entirely decisive. Technology iteration is always new and fluid, and the other side of consumer cognition is the quality and brand identity that is durable, unchanging, and reassuring.
As Peter Drucker said, the highest level of brand competition is management, and the essence of management is to stimulate and release everyone's goodwill and inherent potential. That kind of "carrot and stick" management culture can probably only adapt to the law of the jungle in the low-level market. Exploiting greed and fear in human nature, such branding and management may be good, but it may run counter to the goal of long-termism.
After all, if a luxury brand can't gain an advantage in the long term, how can it talk about luxury?
Pan Qing, Global Director of Jaguar Land Rover and President and CEO of Jaguar Land Rover China, promised: "Jaguar Land Rover will continue to unite partners, dealers, car owners, media and the public to continue to support the all-round development and healthy growth of young people. More importantly, we will continue to deepen our efforts under the concept of sustainable development and continue to explore more possibilities for the philanthropic model. ”
The off-road road is the "road of dreams"
Jaguar Land Rover once filmed a documentary series called "The Road", which tells the story of Dream Fund volunteers accompanying their children home.
In southern Yunnan, China, with an average altitude of around 2,000 meters, some children need to hike for nearly two hours or more, through rugged mountain roads and muddy dirt roads to get home. In 2014, a sudden earthquake left many children out of school, making their already difficult journey to education even more muddy.
Through the inspection, Jaguar Land Rover decided to donate 5 million yuan to Zhaotong Qiaojia County Caopidi Village Primary School through the Soong Ching Ling Foundation for post-disaster reconstruction. Since then, the primary school in the depths of this mountain has been connected with the outside world, and it has also brought hope and expectation to more children.
Today, the Hope Primary School is the only primary school within a 15-kilometer radius and currently has more than 400 students. In order to adhere to the principle of "taking root in one place and constantly going deeper, we can touch the most fundamental changes", in addition to school building construction and financial support, Jaguar Land Rover has also continued to contribute to Hope Primary School by sending volunteer teachers.
Currently, the Zhaotong Hope Primary School project in Yunnan Province has provided educational opportunities to 6,500 children in 32 local villages. Since 2016, Jaguar Land Rover has joined hands with the NGO "Teach for China" to carry out the "Dream Classroom" volunteer teaching project, and has sent more than 30 volunteer teachers to the school, and the school's teacher-student ratio has increased from 1:40 to 1:19.
At the same time, Jaguar Land Rover employees, car owners, dealers, and media volunteers, including volunteers, went deep into the mountains in the form of continuous relays, lighting up not only the children's way home, but also their thirst for knowledge. Along the way, the children's desire to study has also inspired Jaguar Land Rover China to continue to move forward on the road of public welfare.
The Land Rover brand is born for off-road, and every Land Rover owner has an extraordinary "off-road road" in their hearts. But what is the purpose of going through the ups and downs and crossing the wilderness? If it is only to conquer the mountains and rivers, it is missing the inner spiritual pursuit of the off-roader.
In the off-road culture shaped by Jaguar Land Rover, man and the world, man and nature are one. Because we understand the laws of the world, understand the way of nature, the goodness of humanity, and the beauty of life, when the off-road vehicle drives on the vast plateau, between the snow-capped mountains and lakes, it is always with a curious and cordial, subtle and full enthusiasm to explore, get close to and control the external world, and at the same time let our own inner world be sublimated.
The off-road road itself should be the "road of dreams".
In order to cultivate children's perception of the beauty of nature and life, and improve their creative thinking ability, Jaguar Land Rover specially invited contemporary artist Chen Yujun to give an art enlightenment class to the children of Hope Primary School.
Primary education in remote mountainous areas was once the end of the educational nerve or even a depression, limited by natural endowments, geographical conditions and other factors, to completely change the appearance of primary education in mountainous areas, Jaguar Land Rover needs to stand in a higher pattern, higher dimension, make more efforts. The road is not easy.
Jaguar Land Rover China President and CEO Pan Qing believes that to truly bring these children back to the same starting line, they cannot rely only on school education, and the support and companionship of parents is indispensable. One-third of the children in Hope Primary School are left-behind children, and industrial development is needed to drive the economy so that more parents can stay.
Similarly, in the field of social care, the youth vision care project has covered nine provinces in Yunnan, Xinjiang, Guizhou, Sichuan, Ningxia, Gansu, Jiangxi, Qinghai and Inner Mongolia, with a total investment of 30 million yuan to provide free vision screening for more than 290,000 children.
Jaguar Land Rover is constantly exploring how to push the boundaries of philanthropy.
For them, the road of CSR public welfare needs to overcome the ditches and hurdles, and only by persevering can they find a real "dream road". This in itself is a solid landing of Jaguar Land Rover's luxury values time and time again.
Wang Yan, Executive Vice President of Public Relations and Corporate Communications of Jaguar Land Rover China, said: "Philanthropy is not only a culture, but also a habit. Jaguar Land Rover will adhere to the long-term investment in public welfare, we have never regarded social responsibility as a burden, on the contrary, we believe that the performance of responsibility is also an opportunity for enterprise development, only to achieve the positive interaction between enterprises and society, the foundation of business success will be more solid. ”
Water Drop View:
A luxury car can let us show off, but what makes our hearts peaceful and powerful is not only the high price of this car, but the cultural imagination it can bring to the owner, and a practical and meaningful lifestyle.
Power solutions and new technologies are certainly not all the topics in the era of intelligent electronics. Mr. Wang Defeng, a professor of philosophy at Fudan University, said that China's spirit of the times is undergoing a major transformation, and we now have a very rich material life, but why do many people always feel anxious? Because it is impossible for an ethnic group to use the currency it owns as a place to "live with peace of mind."
What is the definition of luxury, right, expensive, fast, new, strong, are incomplete. Luxury is an all-round experience and identity, and ultimately it should be implemented as a cultural resonance and respect for life emotions.
Jaguar Land Rover's "Dream Fund" is to practice corporate social responsibility, and it makes people feel their persistence and dedication to public welfare, in fact, they are pursuing the brand's inner spiritual world - the heart is boundless, and the love is boundless.
Those who want to move the world should move the heart of the world. When the values and inner spirit of luxury brands continue to bear fruit on the road of CSR public welfare, a dream road to the future is paved. (ENDS)