Jaguar Land Rover Made Eve "Three Conjectures"

Why did you choose Land Rover Range Rover Aurora for the first domestic model? What engine will be used for domestic Aurora? Does Chery, Jaguar Land Rover, or lack of joint venture experience or no experience at all, how will it ensure the successful development of Jaguar Land Rover and the subsequent development of joint ventures?

Tomorrow (October 21st), after two years of construction, the China-India Joint Venture Chery Jaguar Land Rover Changshu plant will soon be put into production, which also indicates that the high-end car brand - Jaguar Land Rover made the road officially opened.

In recent years, Jaguar Land Rover has made a lot of attention as a high-end car brand that has grown rapidly in the Chinese market. Therefore, prior to the official opening of Chery Jaguar Land Rover’s localization, the China Economic Net’s car focuses on the hot issues that many netizens are concerned about. The following are the “Three Conjectures” most concerned by Chery Jaguar Land Rover and it is also the China Economic Net. Reporter Guo Tao wrote the opening article of the column "The Tao Tao is Never".

Guess one: Why did you choose Land Rover Range Rover Aurora for the first domestically produced model?

On September 26, Chery Jaguar Land Rover announced that the first domestic model of the joint venture was the Land Rover Range Rover Aurora. This was confirmed once again by Jaguar Land Rover CEO Schwedt in an interview with the media. So, why is Jaguar Land Rover's first domestically-made model an aurora?

As we all know, for a foreign brand to be domestically produced, it must first have a certain amount of sales as a support, otherwise it will face great risk of loss. The performance of Jaguar Land Rover in recent years, especially in the Chinese market, has been very eye-catching.

In 2012, Jaguar Land Rover sold 358,000 vehicles worldwide, which was a year-on-year increase of more than 30%. Its growth in the Chinese market was more than 70%, reaching 73,347 vehicles. China has thus replaced the British mainland into the world's largest single market; Jaguar and Land Rover; In 2013, its global sales volume reached 425,000 vehicles, a year-on-year increase of 19%. In the Chinese market, it increased by more than 30% year-on-year to 95,237 vehicles. In the first three quarters of this year, global sales of the two Jaguar Land Rover brands increased by 12% to 351,153 vehicles. China’s Jin Geng’s growth rate was nearly 40%, close to sales in China last year.

In the rankings, Jaguar Land Rover is also on the rise, currently surpassing Volvo, Lexus, Cadillac, and Infiniti in the Chinese market, second only to Audi, BMW and Mercedes-Benz, the “Germany's top three”, ranking the premium car market. Ranked fourth in sales.

Judging from the overall sales, the domestic base of Jaguar Land Rover has basically been achieved. In terms of sub-brands, Jaguar's cumulative sales of 63,434 vehicles in the first three quarters of the world accounted for only 18.0% of the Group's total sales. In the first three quarters of the year, Land Rover sold 287,919 vehicles, which accounted for 82.0% of the Group's total sales. Land Rover’s best-selling model is the soon-to-be-made Range Rover Aurora, which sold 93,899 vehicles in the first three quarters, accounting for one-third of Land Rover’s total sales and nearly 60,000 more than Jaguar’s best-selling XF models.

It can be seen that choosing a best-selling model for domestic production is a matter of course.

Conjecture II: What engine will be used for domestic Aurora?

As the core component of automotive products, what kind of engine is used has become one of the topics most concerned about domestically produced Aurora.

Since the overall sales volume is not large, Jaguar Land Rover has been using its old Ford engine. In addition, the latest environmental catalog information also shows that the domestic Aurora will use the Ford 2.0T engine and the 9AT transmission provided by ZF will also be used. As a result, the Ford engine has become the most inclined speculation.

In addition, Jaguar Land Rover's newly launched Ingenium engine series launched recently, as well as previous Chery engines predicted by the media or experts, have certain possibilities.

The reason for adopting the Chery engine is that at the beginning of the Chery Jaguar Land Rover joint venture, the dual-consortium plan joint venture company will produce an accompanying engine in addition to the Jaguar Land Rover brand and a joint-venture own-brand vehicle, which is the Chery 2.0L/1.6. L direct injection turbocharged engine.

In this regard, Du Fangci, an expert on automotive industry policies and regulations and the deputy secretary of the former China Automobile Industry Association, also expressed his opinion on the China Economic Net. He believes that mass production of models without their own engines is certainly not practical, and an old brand such as Jaguar Land Rover can survive and get better and better without its own engine. However, with the changes in the auto market competition, Jaguar Land Rover will have to adapt to this change. After being made domestically, how to meet the national regulations on emissions and fuel consumption is not a small challenge.

Conjecture 3: Chery, Jaguar Land Rover or lack of joint venture or no joint experience, how will ensure the smooth development of Jaguar Land Rover domestic and the follow-up joint venture?

In fact, some consumers have expressed their concerns about the domestic production of Jaguar Land Rover. They worry that there will be new problems in the quality of Jaguar Land Rover that have been questioned after they are made domestically.

Therefore, to eliminate external concerns and ensure the continued development of joint venture companies, strategic planning, management teams, quality control, sales model, and network construction will all become decisive factors.

According to sources, the current Chery Jaguar Land Rover joint venture has made plans for the next five years and plans to launch a new car every six months. In the next five years, ten models will be put into operation at the plant. In addition, the launch of the joint venture's own brand will further expand the coverage of its products.

In terms of sales, recently, Chery Jaguar Land Rover co-founded a joint marketing and service organization and will be responsible for the marketing and service of Jaguar, Land Rover and its own joint venture brands. At the same time, by the end of this year, the number of dealers will increase from the current 150 to about 250.

In terms of personnel, according to the recruitment information released by Chery Jaguar Land Rover, the joint venture company will recruit more than 350 quality and customer-led manufacturing elites and other supporting personnel (such as procurement, finance, marketing, human resources, and IT). In addition, the joint venture company has established a R&D and engineering facilities center in Shanghai Hongqiao that can accommodate 400 engineers and managers.

As for the type of management team that the two parties will send, whether they have rich experience in joint ventures and cooperation, they are still not fully aware of it. I believe that all the above issues will be announced one by one in tomorrow's Changshu factory opening ceremony. By then, China Economic Net will bring the latest reports to the majority of users at the scene, so stay tuned.