AutoBeta(AutoBeta.net)03/05 Report--

In recent years, Jaguar Land Rover, as one of the luxury brands, has a lower and lower sense of existence in the market, and the continuous outbreak of its product quality has kept many potential consumers away. Jaguar Land Rover is also frequently at the bottom of all kinds of car rankings. Recently, the chief executive of Jaguar Land Rover publicly acknowledged the problem.

"Jaguar Land Rover loses more than 100000 vehicles a year because of consumer concerns about product quality," said Thierry Thierry Bollore, chief executive of Jaguar Land Rover, according to a comprehensive foreign news report from China Economic Network.

China Economic Network reported

Foreign media "Automobile News" reported

Not long ago, the American market research company J.D.Power released the 2021 American Automobile Market Reliability report, in which the Land Rover brand's PP100 index reached 244, that is, there were 244 problems per 100 vehicles, and finally ranked at the bottom of the list. The Jaguar brand is not much better, with a PP100 index of 186, or an average of 186 problems per 100 cars, ranking third from the bottom. "Consumer discontent has dealt a huge blow to car sales, so it's a pity to miss out on the market," said Thierry Bollore.

100000 cars are crucial for Jaguar Land Rover. Figures show that Jaguar Land Rover sold 425974 vehicles worldwide in 2020, down 23.6% from 2019. Of this total, global sales of Land Rover were 323480, down 18.3 per cent from a year earlier, while Jaguar was 102494, down 36.5 per cent from a year earlier.

The same is true in the Chinese market. As a multinational luxury brand, Jaguar Land Rover is not highly recognized in the Chinese market and its sales performance lags far behind that of other luxury brands. The quality problem is one of the important reasons for the sluggish sales of Jaguar Land Rover. As far as the Chinese market is concerned, Jaguar Land Rover seems to have become the consensus of many consumers, and it is precisely because of its many quality problems that many consumers stay away from it.

In response, Thierry Bollore said, "improving product quality is the key to restarting Jaguar Land Rover."

As for how to improve the quality of products? "Jaguar Land Rover is massively reducing the complexity of its vehicles in order to reduce the chances of making mistakes," said Gerry McGovern, head of Jaguar Land Rover design.

In addition, the structure of electric vehicles is simpler than that of fuel vehicles, and it also contributes to the improvement of product quality. Earlier, Jaguar Land Rover announced that the Jaguar brand would become a pure electric luxury brand by 2025, while the Land Rover brand would launch six pure electric products in the next five years. All Jaguar and Land Rover models will offer pure electric products by 2030 and plan to achieve complete zero emissions by 2039.

It is commendable that Jaguar Land Rover has the courage to admit product problems, which means that Jaguar Land Rover may take relevant measures to address product quality in the future. However, the improvement of automobile product quality is a gradual process, which involves many links such as design, research and development, production and so on. As to whether the quality of Jaguar Land Rover can be improved in the future, it needs to be re-verified by the market for a long time to get the results.

However, as of press time, officials said it was a rumor about the comments made by Jaguar Land Rover CEO in the above media reports.

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