One year anniversary of the rebranding: Jaguar Land Rover's luxury heritage and electrification commitment

In the complex and challenging year of 2023, the competition in the auto market will "roll" from the low-end market to the high-end market, the luxury car market will usher in changes, and the new energy "challengers" will come like a wave, trying to pull up the brand tone to enter the "new luxury".

Parallel to the changes in the luxury market is Jaguar Land Rover's "rebranding" strategy in 2023. A year later, Jaguar Land Rover's full-year sales in 2023 increased by 25% year-on-year. On the occasion of the first anniversary of the rebranding, Jaguar Land Rover, with luxury as the "background", focuses on luxury and user experience, continues to enter the era of electrification with a steady pace and an uncompromising attitude, continues Jaguar Land Rover's unique brand genes, and promotes the implementation of "new modern luxury".

The four major brands are evolving at an accelerated pace

A year ago, Jaguar Land Rover announced a new family of brands – reinventing Range Rover, Defender, Discovery and Jaguar into four distinct and unique family of brands. Through the rebranding, the four brands were further emphasized to achieve different customer opportunities, brand attractiveness and brand personality.

After a year of practice and landing, in terms of market performance, Jaguar Land Rover has achieved a double increase in sales and year-on-year growth. In Wu Chen's view, "Jaguar Land Rover has taken a relatively solid step in the past year".

In 2023, Jaguar Land Rover's annual sales in the Chinese market increased by 25% year-on-year. Among them, the sales of the Range Rover brand increased by 31% year-on-year, the sales of the Defender brand increased by 59%, the sales of the Discovery brand increased by 14% year-on-year, and the sales of the Jaguar brand increased by 23% year-on-year. "Jaguar Land Rover pursues steady and sustainable development in China, focusing not only on sales volume and market share, but also on the transmission of brand value. Wu Chen stressed that Jaguar Land Rover should always adhere to the road of its own luxury brand.

In fact, the year-on-year increase in sales is not easy for the increasingly competitive luxury car market, where there are more and more "entrants". The automobile industry stands at the "crossroads" of electrification transformation, and the halo of the era of traditional luxury brands of fuel vehicles needs to accept the market definition again, and many brands with the label of electrification and intelligence have accelerated their upward development and caught up with many traditional luxury brands represented by Jaguar Land Rover.

With the luxury car market about to reshuffle, why did Jaguar Land Rover choose to rebrand to strengthen its strong resilience and maintain its long-standing brand power?

"What we need to think about now is how to empower the brand by telling a good product story, and at the same time let the aura of the brand support the product. Wu Chen said that Jaguar Land Rover should basically guard the current customers, tell the brand story well, focus on building the brand image, and make the brand and products better fit.

After a year of fruitful rebranding, Jaguar Road will continue to change in two ways, leading the acceleration of the new luxury:

On the one hand, there is internal change. "When making any changes, first of all, the internal mechanisms need to keep up. Wu Chen said that Jaguar Land Rover will set up a separate business unit for each brand at its headquarters in the UK, and such a mechanism will be set up in China in the future, with each team responsible for a brand and giving full play to the role of horizontal coordination.

On the other hand, there is the change in dealer network. Although adhering to the sales network layout strategy of "where the customer is, Jaguar Land Rover outlets will be opened", Jaguar Land Rover will not carry out simple and crude expansion in channel construction, focusing on the upgrade of service quality.

It is reported that in the future, in addition to specific areas, Jaguar Land Rover will no longer expand the dealer network in the mode of 4S stores, but through more diversified forms such as experience centers and advanced customization centers, to bring users a richer brand experience.

Link users to interpret "new modern luxury"

When the automobile has changed from a traditional mobile travel tool to a new generation of mobile intelligent terminals, the competition in the automotive industry has also changed from the single-line competition of product power in the past to the two-line competition of "product + service". And "serving the user" happens to be another advantage that luxury brands have always had in addition to products, and promote a new luxury trend in the field of car service with a new ruler.

"We go where the customer is, and we do what the customer likes, and everything is based on the customer's needs. Wu Chen emphasized that since the rebranding a year ago, Jaguar Land Rover's luxury services have also been continuously improved, through insight into customer needs, clear what to do to make customers love the brand more, so as to promote a deeper resonance between customers and the brand.

Among luxury brands, "private customization" is the top user experience in various industries. Jaguar Land Rover, which has a long history of luxury brands, has once again strengthened its brand's high-end luxury attributes through "private customization".

On April 12, Jaguar Land Rover officially announced the official launch of the Range Rover SV Bespoke private customization business in the "Range Rover Realm". It is reported that as a new attempt of the Range Rover global experience platform in the Chinese market, the country's first Range Rover SV Bespoke private customization center will open in Beijing in the second half of this year, and will also land in the Greater Bay Area, East China and Southwest China this year, fully covering core cities, so that more users can experience the ultimate respect of the Range Rover brand.

At the same time, as a model of British luxury cars, Jaguar Land Rover has captured users of high-end luxury SUVs by virtue of its own unique genes and the brand image of "resonance" in the high-end circle.

In Wu Chen's view, the Jaguar Land Rover brand has a distinct personality label, and if customers can be turned into loyal fans to promote the brand, it will be very influential. "This kind of circle influence is better than advertising. ”

In 2023, Jaguar Land Rover's first official Guardian owner assembly event - "Warriors, Heroes" was held, where Guardian owners came from all over the world to explore and conquer the rugged polar regions together, and also appeared in various places in need with the strong genes of the Guardian. It is reported that the second season of "Shi, the True Colors of Heroes" will be launched in September and October this year.

The way to interpret the brand story, from the exclusive full-process service in the past, to the satisfaction of the user's spiritual belonging and spiritual deed, Jaguar Land Rover's luxury service has entered the next stage with the continuous practice of rebranding.

There is no compromise on electrification

From the perspective of the global market, the new energy vehicle market has huge potential, the trend of industry change is clear, and electrification has become the general trend.

It should be noted that the competition pattern of global car companies formed in the era of internal combustion engines has been challenged, and how to adjust the electrification transformation strategy in line with the changes in market trends and reasonably plan the layout of fuel vehicles and new energy vehicle products is a difficult problem that all traditional car companies must face.

Whether it is a radical and comprehensive transformation to electrification, ignoring the reserves and support of the transition period, or giving up electrification in the face of setbacks and sticking to the achievements of the era of fuel vehicles, it is difficult to meet the needs of the current market and industry trends. In particular, to create electric luxury, it is necessary to effectively control the rhythm and long-term strategic determination.

Jaguar Land Rover's answer is to firmly promote the global strategy of "reshaping the future" and move forward steadily on the road of electrification, but will not give up its genes because of electrification, will not blindly pursue the increase in the proportion of electric products, and accelerate the time of comprehensive transformation, as Wu Chen said: "No matter how it transforms, Jaguar Land Rover will stick to the heritage of its own luxury brand."

For electrification, Jaguar Land Rover is full of confidence and shouts strongly: "We will not make any compromises, if we bring a product, then it must be the best product, we don't want to test the water with a product." In Wu Chen's view, judging the success of a brand and a car in the short term, if you only look at its electrification ratio, it is still relatively one-sided, and it depends on the timing of coming in.

2025 is the time point when the luxury electric vehicle segment predicted by Wu Chen will be more mature. In fact, this point in time is also the stage when Jaguar Land Rover's electrification transformation results are intensively marketed.

According to the plan, the first all-electric Range Rover model based on the MLA luxury electrical architecture will be unveiled globally this year and will meet Chinese consumers next year, the all-electric Range Rover Sport model will follow, the first Range Rover family electric model based on the EMA platform architecture will be officially launched in 2025, followed by the electrification products of the Defender and Discovery family will also come out one after another, and the first new Jaguar product will be a four-door GT pure electric model, based on Jaguar's exclusive electrification architecture - The JEA platform will be officially launched in 2025.

"No matter how it transforms, Jaguar Land Rover will stick to the heritage of its own luxury brand and stick to its own path, and we also believe that the future will be even more expansive. Wu Chen emphasized that Jaguar Land Rover will not blindly follow its products, and Jaguar Land Rover's huge customer base, high customer recognition, and more solid technical foundation are all the confidence of Jaguar Land Rover's steady march towards electrification.

Sticking to the heritage of the luxury brand, after the rebranding, Jaguar Land Rover, which has entered the era of electrification with a steady pace and an uncompromising attitude, may give a surprise "answer" to the luxury electric market in 2025.

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