AutoBeta(AutoBeta.net)06/09 Report--

In the face of the automobile market this year, the most common words are "the car market is cold in winter, the car market is in the doldrums, the economy is in the doldrums" and so on. But there have been more and more comments since the end of 2018. The sales of many car companies and dealers have been affected and declined.

And in the environment of the transformation of the fifth and sixth countries, consumers are not enthusiastic about snapping up low-cost national five models, but may wait and see to delay the purchase, so the market in May is still relatively depressed.

Since the cold winter of the Chinese market last year, every automaker has felt a little cool. although Land Rover has a big business, it has also suffered a big impact. In September last year, sales of domestic models under the Land Rover brand fell across the board, with range Rover aurora sales falling by more than 70.4 per cent, while Land Rover found that Shenhang's sales were 2308, down 44.3 per cent from the same period. The impact also brought a lot of losses to Land Rover. But instead of waiting to die, Land Rover actively changed its strategy and turned the tide of the war.

Earlier, Pan Qing, global director of Jaguar Land Rover, said: "this year, Jaguar Land Rover has formulated a 'three-step' strategy: first, to stabilize the situation and lay a solid foundation; second, to restore everyone's confidence, including dealer partners' confidence; and third, to promote brand enhancement, capacity enhancement, sales and market share improvement."

It also said that it is necessary to help dealers improve their profitability; enhance the image of brands in China; as automobile enterprises, product competitiveness must be the core; we do not sell cars, but serve our customers well; and the management system should begin to pay attention to. Help dealers and suppliers to improve the system capability.

These plans are also beginning to bear fruit. In the first quarter of this year, we have basically achieved the sales target, the inventory level has improved significantly, and profitability has gradually rebounded. What we are doing is not only to do a good job today, but also to see that China is also one of the most important markets for Land Rover around the world, and expanding its share of the luxury car market in China has always been its goal.

In addition to providing better products, Land Rover also made a marketing decision in the Chinese market to set up a car owners' club to create a new marketing model. This year, the Land Rover brand will create a 360 °, omni-directional experience platform with the "Land Rover all-terrain year", giving Chinese consumers the opportunity to gain an in-depth understanding of the extraordinary capabilities of ATRS Land Rover's all-terrain technology and Land Rover's "heart to boundless" brand concept.

'We need to optimize our investment in traditional fuel cars, 'said Jaguar Land Rover CEO Schweder. At the same time, it is necessary to increase investment in electrification. Starting next year, all Jaguar Land Rover models will have an electric option.

Therefore, in product research and development, Jaguar Land Rover continues to implement the "twin-engine, twin-innovation" future travel strategy, setting up a pioneer design team in China, and the size of the local R & D team has doubled in the past year. we have set up innovative technology teams such as Smart Internet, self-driving and future batteries.

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