In the first quarter of 2024, China's auto market retail sales achieved an expected "good start", according to data from the Passenger Car Market Information Association, from January to March, the domestic retail sales of passenger cars were 4.829 million units, a year-on-year increase of 13.1%. Driven by consumption upgrading, the proportion of high-end model sales has increased significantly, further strengthening the high-end consumption structure of China's auto market.
The high-end consumption structure is inseparable from luxury brands. In April 2023, Jaguar Land Rover, a British luxury car brand, launched a "rebranding" strategy, rebranding its Range Rover, Defender, Discovery and Jaguar into four independent brands, and promoting the implementation of the goal of "building a new modern luxury car brand".
Image credit: Jaguar Land Rover
Looking back at the implementation of the rebranding strategy in the past year, Jaguar Land Rover's sales have increased significantly, with 106,377 units sold in the Chinese market in 2023, a year-on-year increase of 25%. The Range Rover brand delivered more than 25,000 units, up 31% year-on-year, continuing its leading position in the premium luxury SUV segment, the Defender brand sold nearly 20,000 units, up 59% year-on-year, the Discovery brand sales increased 14% year-on-year, and the Jaguar brand sales increased 23% year-on-year.
In 2023, the four major brands will launch more than 10 new models, including flagship products such as the 2024 Range Rover, the 2024 Range Rover Sport, and the Defender 130, as well as the Range Rover SV and the full range of V8 Defender models, as well as the new and upgraded models such as Range Rover Velar, Discovery, Jaguar E-PACE, and Jaguar F-TYPE.
During the rebranding process, the unique positioning of the four brands was further clarified, focusing on the development goals, brand attractiveness and brand personality of each brand. Range Rover aims to outline the target customer group and the realm pursued by the customer group with the charisma of global leaders, and its target customers are mostly "the creators of the tide of the times"; The "Unstoppable" Guardian brand represents the courage to move forward and embrace the impossible, discover the brand's indomitable spirit of exploration and infinite desire for the unknown, and the Jaguar brand is committed to inspiring users to "challenge themselves" and "express themselves boldly".
The all-new Range Rover Sport SV Edition One Limited Edition, image credit: Jaguar Land Rover
This year, Jaguar Land Rover has successively landed the world's first retail store and Range Rover Haute Couture Center in China to apply the "New Modern Luxury" standard, and is committed to creating a unique "New Modern Luxury" lifestyle for Chinese customers.
In the process of rebranding, Jaguar Land Rover has continuously upgraded its brand, products and services, and rooted the new modern luxury in the Chinese auto market. At the 2024 Beijing Motor Show, Jaguar Land Rover's four major brands will debut the all-new Range Rover, the all-new Range Rover SV, the all-new Range Rover Sport, the all-new Range Rover Sport SV Edition One Limited Edition, the all-new Range Rover Velar, the all-new Range Rover Evoque L, the all-new Defender, the all-new Discovery, the all-new Discovery Sport, the Jaguar F-TYPE, the Jaguar F-PACE, and the Jaguar XFL.
Among them, the all-new Range Rover Sport SV Edition One Limited Edition, as a performance flagship model that embodies the new modern luxury, provides customers with a 4.4-liter 8-cylinder twin-turbo gasoline engine with a maximum power of up to 635 horsepower, the world's first 6D intelligent dynamic chassis, equipped with the world's first 23-inch carbon fiber wheels, and a sports car-level driving experience that can achieve a top speed of 290 km/h and a 0-100 km/h acceleration in only 3.8 seconds. The all-round pursuit of brand power, high performance and scarcity, it is reported that the model is limited to 15 units in Chinese mainland.
The all-new Range Rover Evoque L, image credit: Jaguar Land Rover
Adhering to the concept of "making cars for the Chinese market and making cars for Chinese users", the all-new Range Rover Evoque L has tailored more than 50 details for the Chinese market, such as an enlarged family-style front grille, ultra-wide rear seating space, and adjustable power rear seats, to create a comfortable super cockpit, equipped with e+ entertainment interconnection system, and specially launched a limited edition of Ningguang, leading users to unlock the trend style of "new modern luxury".
Under the guidance of the rebranding strategy, Jaguar Land Rover will continue to create unique product and service experiences and open a new modern luxury life with customers.