Recently, Carl-Peter Forster, chief executive of Tata Motors, publicly stated that it will build factories in China to produce Land Rover and Jaguar models, and will initially look for partners for OEM production. On June 29, Jaguar Land Rover announced that it will formally establish a wholly-owned national sales company in China. The new company will officially start operations in the third quarter of this year. The establishment and operation of the new sales company can be seen as a key step for Jaguar Land Rover’s local production in China. Fenghuangwang Automobile has connected Zhang Yu, the director of Sima Automotive Consulting, to this matter.

Zhang Yu said that there are already many examples and practical experiences of domestic production of foreign high-end brand cars. Jaguar Land Rover’s localization process should be followed by regulations. Jaguar Land Rover is currently doing a good job in the Chinese market. Domestic demand for SUVs and high-end cars is also relatively high. This will give Jaguar Land Rover localization confidence and motivation.

As for the product quality and brand value after localization, he also said that he will not be affected too much. In past experience, localization of high-end cars such as Audi, BMW and Mercedes has been successful.