Transformation – The Core Theme of Traditional Automotive Brands
In the current automotive industry, “transformation” has become the core theme of all traditional automotive brands, with only the difference in the speed and degree of the transformation. Standing at the turning point of the times, some luxury brands have taken the lead in embarking on a new journey. For example, Jaguar Land Rover released the “Reimagine” new global strategy earlier this year, emphasizing the use of design empowerment to interpret the “New Modern Luxury.”
In China, Jaguar Land Rover takes the localization of domestic models as an important market policy, and the joint venture Chery Jaguar Land Rover shoulders the responsibility of presenting the “New Modern Luxury” that better suits the needs of the Chinese market. To achieve this goal, Chery Jaguar Land Rover believes that it is necessary to listen carefully to the “Chinese voice.”
Standing at the forefront of the times and historical nodes, Chery Jaguar Land Rover’s new journey, starting from listening to the “Chinese voice,” implementing the “Chinese voice,” and ensuring world-class quality.
On one side is the Chinese market with the largest automotive production and sales volume in the world, and on the other side is the British automotive brand that has traveled thousands of miles across the ocean. The past will become the prelude to the new journey, and the new Jaguar XFL and the new Land Rover Range Rover Evoque are unveiled together, showing their edges in the new journey.
A Double Performance of the New Modern Luxury
In mid-June, the new Jaguar XFL and the new Land Rover Range Rover Evoque, both under Chery Jaguar Land Rover, made their debut at the West Bund Art Center in Shanghai. These two new models have important significance for the localization of Chery Jaguar Land Rover and can also be considered an important step for Jaguar Land Rover in China.
These two cars are typical examples of the Jaguar and Land Rover brands, which first became famous globally and then were produced domestically and adjusted the body according to the characteristics of the Chinese market. A few years ago, Jaguar XFL further satisfied the Chinese people’s demand for car ride space by increasing the wheelbase and successfully integrated brand style, sports performance and business attributes. At the same time, there is a star-level SUV called Land Rover Range Rover Evoque on the market, which allows more Chinese people to feel the perfect combination of intelligence, luxury and all-terrain capability.
To some extent, Jaguar XFL and Land Rover Range Rover Evoque are representatives that make British style and luxury all-terrain widely known in China. Now, they have renewed themselves and once again jointly interpret the new modern luxury.
# New Jaguar XFL and New Land Rover Range Rover Evoque L – The Epitome of Luxury, Elegance, and Technology Tailored for the Chinese Market
The New Jaguar XFL continues the elegant and opulent British style and takes on the design language of the Jaguar X family while incorporating various innovative elements that appeal to the discerning Chinese market. The vehicle boasts several luxurious designs that are unique to China, such as the sleek and stylish 11.4-inch floating curved surface screen and the crystal-cut gear shifter, aimed at satisfying the demands of Chinese consumers desiring a new British sports business car.
The highly anticipated New Land Rover Range Rover Evoque L has expanded its wheelbase, 160mm longer than its predecessor, providing a legroom of 1015mm at the backseat rather than the previous 859mm. The car also features a panoramic sunroof that enables natural daylight inside, with laminated safety glass for improved space and ride comfort.
Both the New Jaguar XFL and the New Land Rover Range Rover Evoque L reflect localisation through concrete actions. Nevertheless, we must not forget that these vehicles come from the lineage of racing champions and off-road legends. The New Jaguar XFL remains a gentleman’s beast, whereas the New Land Rover Range Rover Evoque L boasts its second-generation Intelligent All-Terrain Response and Terrain Progress Control systems, making off-roading a walk in the park.
For Chinese consumers, the new modern luxury means luxury, practicality, plus comprehensive driving functionality.
Fulfilling the “Chinese Voice” through Quality
In terms of exterior design, the Chery Jaguar Land Rover design team has been fully involved in the entire refresh from product definition, design, to complete vehicle development, ensuring multiple improvements that touch exactly the pain points of Chinese consumers’ needs. Moreover, Chery Jaguar Land Rover has imbued these two vehicles with globally acclaimed standards, granting Chinese consumers peace of mind.
Chery Jaguar Land Rover, in tune with the “Chinese Voice,” has built an end-to-end vehicle development cycle for product planning, styling design, project management, system and process control, engineering development, vehicle prototyping, testing, and certification. All this is aimed at continually developing high-end products that meet the needs of the Chinese market.# Chery Jaguar Land Rover Changshu Production Base
The Chery Jaguar Land Rover Changshu production base has the world’s leading smart manufacturing system and is equipped with the world’s leading four major process workshops, as well as an all-aluminum body workshop, an engine factory, a research and development center, and a quality center. It brings together the world’s leading hardware facilities and production processes and implements unified global production standards. Stringent quality control runs through every production process of the Changshu base.
Do you remember the “1 Millimeter Project” launched by Land Rover in 2015? In order to achieve world-class appearance standards and improve product quality from the inside out, almost harsh requirements were put forward for the production process: the key measurement points in the visible area of the appearance must have a dimensional error of less than 1mm, and key positions such as door gaps must challenge the “half-millimeter” target of ±0.5mm.
As the first Jaguar Land Rover vehicle manufacturing factory outside of the UK and a global benchmark factory, Chery Jaguar Land Rover’s adherence to even stricter production processes is an important guarantee for its new journey.
Embrace Change to Reshape the Future
“Reshaping the future” is a bold and thorough way of seeking change, and it is also the most likely solution to become a model in the new era. The core focus of the transformation of traditional automobile brands currently lies in electrification and intelligence. As the largest automobile producer and seller in the world, Jaguar Land Rover naturally has a high level of awareness and profound understanding in these two areas.
Many models began to explore the path of intelligent automobiles from the vehicle system years ago, and on the other hand, the development of new energy vehicles guided by national policies is also in full swing. At this year’s Shanghai Auto Show, the trend of electrification can be seen everywhere, from the entire vehicle exhibition hall to the parts exhibition hall, which proves that the entire industry is moving toward the era of intelligent and electric vehicles.
As traditional luxury automobile brands, Jaguar and Land Rover’s models all have distinctive features. According to common sense, models with stronger functionality are more difficult to transform than average household cars. However, Jaguar Land Rover has acted quickly.
China, as the world’s largest producer and seller of automobiles, has already become the forefront of automobile development. Nowadays, the Chinese market has become an important region of Jaguar Land Rover’s global strategic layout and an important guarantee for promoting the “responsible future” strategy. Chery Jaguar Land Rover provides a voice from China to explore the future path of intelligent and electric vehicles for Jaguar Land Rover. It has been actively laying out the new energy market: in addition to the previously launched first plug-in hybrid model, the President of Chery Jaguar Land Rover, Dai Mu Rui, also revealed that the new Land Rover, Range Rover Evoque L, will consider developing a plug-in hybrid version.
From DollyBot:
The core reason for the strong to stay strong is “transformation”. By following the trends of the times, we create an environment that benefits ourselves, and only then can we stand undefeated.
Just like Jaguar, which was born at the beginning of the last century and quickly won capital that allows it to dominate the world on the race track. Or like Land Rover, which opened up the perfect combination of luxury and off-road concepts. Or by seriously listening to the voices from China during the flourishing development of the Chinese market, as well as actively embracing the future of electrification before the era of new energy arrives.
The joint appearance of Chery Jaguar Land Rover is only the first step on the road of transformation. The journey ahead still needs to be taken step by step, and each step needs to be strung into a story with time, so that it can be appreciated by future generations.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.