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Recently, according to media reports, Chery Jaguar Land Rover began a new round of layoffs in October. Insiders told the media that the layoffs did not disclose the layoffs standards, the proportion is about 15% to 20%, involving product engineering, quality management, manufacturing, logistics and shipping management and other departments, has been completed half a month ago, in accordance with the "Number1" standard for compensation.

In response to rumors of layoffs, Chery Jaguar Land Rover officially responded that: at present, the company is continuing to adjust production capacity, update product planning, improve efficiency and other work, the relevant organizational adjustment will inevitably lead to some personnel temporarily waiting for work, the company will arrange for the staff involved to take time off and wait for reassignment.

Chery Jaguar Land Rover Co., Ltd. (hereinafter referred to as "Chery Jaguar Land Rover") was established in November 2012 and became the first Sino-British joint venture in China. Chery Automobile Co., Ltd. (hereinafter referred to as "Chery Automobile") subscribed to 50% of Chery Jaguar Land Rover with 5 billion yuan. Jaguar Land Rover (China) Investment Co., Ltd. and Jaguar Land Rover Limited hold 50% of Chery Jaguar Land Rover Co., Ltd. The joint venture will produce and sell Jaguar-branded models, Land Rover-branded models and joint venture-branded models tailored to the Chinese market, the two sides said.

With the establishment of Chery Jaguar Land Rover, Jaguar Land Rover production began to be nationalized. In May 2014, Chery Jaguar Land Rover and Jaguar Land Rover China officially announced the establishment of a new joint marketing and service organization (IMSS), and reached an agreement on sales channels to sell imported and domestic cars together. In October 2014, Chery Jaguar Land Rover Changshu plant began production, with a total annual production capacity of 200000 vehicles. In February 2015, Chery Jaguar Land Rover's first domestic model, range Rover Aurora, was officially launched, with a price range of 44.8-582800 yuan. According to the official website, Chery Jaguar Land Rover currently on sale includes the new range Rover Aurora L (and plug-in hybrid version), the new Land Rover Discovery Sports version (and plug-in hybrid version), the new Jaguar XFL, the new Jaguar XEL, Jaguar E-PACE 5 models.

As one of the luxury brands, Jaguar Land Rover is unconformable in the Chinese market. Data show that Jaguar Land Rover sold a total of 146400 vehicles in China in 2017, an increase of 23% over the same period last year, making it the world's largest car sales market. However, it was in 2017 that Jaguar Land Rover's sales in China began to decline. Retail figures show that the Land Rover brand sold 22007 vehicles in the first three quarters of 2023, compared with 16643 for Jaguar. In terms of specific models, Chery Jaguar Land Rover's top-selling model is the range Rover Aurora, with 10856, followed by the sports version with 9812, while Jaguar XEL and Jaguar XFL have only 8372 and 8022 respectively.

Chery Jaguar Land Rover share decline is related to its relatively single product line, to high-end SUV and cars as the main products of Jaguar Land Rover did not roll out the product matrix in time, covering a relatively limited price market. no, no, no. According to the official website, Chery Jaguar Land Rover currently on sale includes the new range Rover Aurora L (and plug-in hybrid version), the new Land Rover Discovery Sports version (and plug-in hybrid version), the new Jaguar XFL, the new Jaguar XEL, Jaguar E-PACE 5 models.

At the same time, in the context of the trend of electrification, Jaguar Land Rover also clearly outperformed the market. The I-PACE is Jaguar's first pure electric car, the SUV, which made its debut at the 2018 Geneva Motor Show. Later, Jaguar introduced the model to the Chinese market with an official price of 63.08-708800 yuan, the NEDC comprehensive range of 500km, and the standard model Tesla Model X, but eventually stopped production due to the lacklustre market response. In order to capture the customer base, Chery Jaguar Land Rover introduced a number of new energy models, but the "oil to electricity" products have many defects, which are inferior to the new forces of domestic car building.

In order to save the declining market share, Jaguar Land Rover announced a new brand logo in April this year, and reorganized its brands, making the three major product series Range Rover, Defender and Discover independent.

According to the plan, Land Rover will launch six pure electric products in the next five years, and the first pure circuit rover will be launched in 2024. Jaguar will upgrade from its existing positioning to an electric luxury brand. The main attraction is still the design language with great emotional charm and the groundbreaking new technology. Jaguar brand hopes to fully release the potential of the brand and interpret the new luxury positioning. By 2031, all Jaguar and Land Rover models will be available in pure electric versions. About 60% of Land Rover models have achieved zero emissions, while the Jaguar brand has been transformed into an electric luxury brand. By 2039, Jaguar Land Rover will achieve its net zero carbon emissions target. To achieve this long-term vision, Jaguar Land Rover has also launched research and development of clean fuel cell technology and plans to conduct simulation tests on roads in the UK.

It takes courage to change, especially in the environment of competition in the Chinese market, in the face of the wave of new energy and intelligence, as well as the high-end trend of the Chinese brand SUV, Jaguar Land Rover will certainly encounter new challenges. However, compared with the performance of other luxury brands in China and the record sales of new domestic car-building forces, brands in China have not yet reached a turning point. This time, the staff will be streamlined, or the strength will be built up again in order to reverse the trend.

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