Amid model changeovers and all-new product launches in the increasingly competitive China market, Jaguar Land Rover witnessed healthy sales of 42,155 units in the first six months of the year, a growth of 16% year-on-year.Jaguar Land Rover successfully expanded its customer base in China this year, thanks to new and refreshed products, cutting edge technology, and a number of experiential brand campaigns. The British automaker also got closer to customers through building new infrastructure as well as growing its dealer network by 31% year-on-year, particularly in tier three and four cities. By mid-year, it had a total of 170 dealer outlets, 120 of which were operational.
“Having maintained double-digit growth this year thus far, we at Jaguar Land Rover have full confidence in sustainably growing our business here in China,” said Bob Grace, President of Jaguar Land Rover China. “In line with Jaguar Land Rover’s ‘customer first’ philosophy, our primary focus in China is to cater to the needs of customers – be it our products, customer service, or other initiatives, we shall endeavor to add value to our customers’ experience of the Jaguar Land Rover brand.”
With its new ALIVE campaign, Jaguar grew 85% in the first six months of the year, as sales surged to 7,933 units, a figure that already surpasses its 2012 whole-year deliveries. Sales were bolstered as Jaguar successfully enhanced its image and brought consumers closer to the brand through the Jaguar Heritage Tour, Jaguar Driving Challenge, a series of test drives, and social media initiatives, among others. New auto retail financing programs offering installment plans also supported sales by giving customers greater payment flexibility. With increased focus on dealer and sales staff training, customer service quality improved, along with sales performance – marked by strong pre-orders for the F-TYPE. With the launch of the exclusively made-for-China Jaguar XJ and XF Cambridge LE models at the Shenzhen Auto Show, Jaguar has enhanced its line-up, and also laid a strong foundation for stronger future sales.
Faced with the challenge of changing over to the new generation Range Rover and Range Rover Sport, Land Rover still posted steady growth in the first half of the year, retailing 34,222 vehicles. Sales were driven by the 65-year-old premium SUV maker’s rich model line-up, complemented by brand visibility activities like the “Never Stop Discovering” Campaign. Appealing to a diverse range of consumers, the fashionable Range Rover Evoque once again took the lead due to its edgy design. As consistent bestsellers, the Evoque and Freelander accounted for more than half of Land Rover’s total sales this year so far. While relatively new to the market, the All-new Range Rover has quickly gained traction in China as the world’s first SUV with a lightweight all-aluminium monocoque body structure, which significantly enhances both performance and efficiency. Generating major buzz at the Shanghai Auto Show, the All-new Range Rover Sport 3.0L petrol version, which will retail from RMB 1,048,000, is set win more customers once it goes on sale in China later this year.
To achieve sustainable development in China, Jaguar Land Rover is focused on continually enhancing its operational efficiency in various regions by opening a new office in Guangzhou this June. Moreover, Jaguar Land Rover continues to relentlessly offer new and refreshed products, unmatched customer service, engaging initiatives, and unique brand experiences to customers – proof of its unwavering long-term commitment to the China market.
