In April, the sales volume of Chery Jaguar Land Rover continued to grow, becoming the vane of the luxury car brand market. Compared with the sales volume in the same period of 2019, it increased by 40.99% year-on-year, and increased by 125.54% compared with the March data. Behind this remarkable achievement is Chery Jaguar Land Rover’s timely and effective response to the epidemic, its global system strength to guarantee the supply chain, its support to the dealer system, and its outstanding product strength.
After the Spring Festival, when most people are still in home isolation, Chery Jaguar Land Rover has resumed work in an orderly manner since February 24, and the Changshu plant officially resumed production on March 2 under the premise of ensuring the safety of employees. When the auto market picks up, quickly guarantee product supply.
The strength of the system is guaranteed, and the supply chain is running normally
In order to eliminate the huge impact of the epidemic on the supply chain, Chery Jaguar Land Rover immediately took rigorous measures, including daily dynamic assessment of the supply chain, monthly production plan calculations, and real-time communication with suppliers around the world, to ensure that supply chain problems are preventable and controllable .
As the domestic epidemic gradually stabilizes, the international epidemic intensifies, and supply chain problems further intensify, Chery Jaguar Land Rover has launched relevant emergency measures, including establishing supplier risk rating assessments, closely tracking suppliers in key areas, and launching an emergency delivery mechanism for logistics, etc. Ensure that the supplier’s on-site team resumes work in a timely manner. At the same time, fully establish a real-time communication mechanism with suppliers at home and abroad, fully evaluate the feasibility of replacement parts, secondary parts and raw materials, as well as the emergency plan for mold transfer and multiple logistics matching of sea, air and rail transportation, and carry out dynamic , efficient and professional project management. In addition, Chery Jaguar Land Rover closely monitored the supply chain and production operations while fighting against the epidemic together with its supplier partners to minimize losses. Through a series of effective measures, both imported parts and domestic parts currently used to supply complete vehicles and engines can guarantee normal production.
Share value and create the strongest backing for the dealer system
The impact of the epidemic once pressed the pause button on the auto market, and dealers faced tremendous pressure. As early as February, Chery Jaguar Land Rover immediately launched a series of effective measures to tide over the difficulties with dealers. Including adjusting the new car wholesale and retail target in the first quarter, canceling 70% of the retail achievement assessment conditions in January, adjusting the retail target from the monthly assessment to the overall assessment in the first quarter, and providing appropriate inventory subsidies to dealers, which greatly reduced the burden on dealers. financial pressure and operational risks.
“Three hearts” service
During the same period, Chery Jaguar Land Rover launched the “Three Hearts” service in a timely manner to provide consumers with comprehensive protection during the fierce epidemic and ensure the normal operation of after-sales service functions. The “Buy a car with confidence” service uses the online car purchase platform to ensure that consumers can complete the whole process from appreciating a car to buying a car without leaving home; The service also provides car owners with all-round support and care, and ultimately, ensures car owners’ vehicle maintenance and troubleshooting during the epidemic.
Entering March and April, after the impact of the domestic epidemic gradually stabilized, Chery Jaguar Land Rover continued to launch a series of measures to help dealers reactivate the terminal market, such as extending the interest-free loan service for dealers and providing old customers with 2 free basic maintenance, provide special maintenance policies for medical workers, and introduce better financial policies and maintenance extension policies, etc., work together to share weal and woe. With the policy support of Chery Jaguar Land Rover, the dealers are in good condition and full of confidence in the market. The number of customers visiting the stores has returned to the normal level. Adhering to the concept of “shared value”, Chery Jaguar Land Rover, together with customers, employees, business partners, and all walks of life, paid close attention to the development of the enterprise, maintained trust in the enterprise during the epidemic, and laid a solid foundation for the sales increase in April.
Extraordinary products, live up to user expectations
In the past five years, China’s auto market has boomed. As of 2019, the luxury car market segment has maintained a growth rate of more than 15%. In this market segment, the role of consumption upgrades is particularly prominent. During this process, Chery Jaguar Land Rover seized the opportunity to bring consumers a pure British experience beyond expectations.
After fulfilling the promise of “five new models in three years”, Chery Jaguar Land Rover has entered a new stage of development, launching the new-generation Range Rover Evoque, the new Jaguar XEL and the new Land Rover Discovery in July and November 2019 and March 2020 respectively. The sports version fully meets the needs of Chinese consumers for the luxury car market segment through an iterative and evolving product matrix. Its domestically produced models have also won the favor of Chinese consumers more and more, and accounted for about 60% of Jaguar Land Rover’s total sales in China.
All Chery Jaguar Land Rover products
The Jaguar XFL, a New England sports business sedan, integrates New England style, sports genes derived from the track, and cutting-edge driving technology, bringing a brand-new luxury and comfortable business travel experience. The Jaguar E-PACE fully demonstrates the characteristics of the “Trinity” of the Jaguar PACE series New England luxury coupe SUV, combining the comfort and luxury of a car, the sportiness of a sports car, and the space and passability of an SUV. At the same time, the new Jaguar XEL, as the youngest member of the New England luxury sports sedan family, broadens the new boundaries of the luxury sports sedan market segment with the innovative concept of “both internal and external, comprehensive evolution”. What’s more worth mentioning is that the new generation of Land Rover Range Rover Evoque comes from innovation. With its innovative “black technology” for the young trendy generation, minimalist and environmentally friendly design concept and all-terrain capabilities that are superior to its peers, it once again ranks in the subdivision to which it belongs. Setting new benchmarks in the market.
The all-new Land Rover Discovery Sport, which was launched during the epidemic, adheres to the concept of “luxury, practicality, wisdom and bravery”, and carries five new upgrades. The whole series is equipped with a negative ion sterilization system[1] and the first 5+2 seat layout in its class, which is more Close to the needs of China’s new middle-class families that are both pragmatic and exploratory. For a long time, Chery Jaguar Land Rover’s tireless innovative research and development of products, the ultimate pursuit of quality, and its attentive listening to the voices of Chinese consumers have demonstrated its determination to “create a leading luxury car company and deliver high-end customer experience”.
New Land Rover Discovery Sport
Going against the wind and creating the future with strength
Chery Jaguar Land Rover, as China’s first Sino-British joint venture high-end auto company and the only joint venture with dual luxury brands, fully demonstrated its innovative spirit and strong resilience when the Chinese auto market encountered difficulties at the beginning of 2020.
Under the background that the industry continues to decline and low-speed growth or fluctuating growth has become a new normal, Chery Jaguar Land Rover adopts globally unified manufacturing and technical standards, globally unified procurement and supplier management standards and global quality management systems, which will be the best choice for enterprises in the industry. It is an important guarantee to continue to have high-quality production capacity in special times. After the smooth implementation of a series of effective measures, the sales of Chery Jaguar Land Rover achieved a substantial increase in April and achieved initial results. As the impact of the epidemic gradually stabilizes, various supportive policies to encourage consumption are introduced one after another, and the market gradually shows a recovery trend. Chery Jaguar Land Rover is full of confidence in achieving its annual sales performance target.
