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Chery Jaguar Land Rover's brand positioning is small, compared with Lexus, Cadillac and other brands, especially Land Rover's off-road vehicles are not very suitable for the Chinese market.

Chery Jaguar Land Rover was established in November 2013 as a joint venture between Chery and Jaguar Land Rover, which accelerated the localization of Chery Jaguar Land Rover. It was officially put into production in October 2014 and the first domestic car was launched in 2015. By 2016, Chery Jaguar Land Rover's annual sales reached 63000, with an actual profit of 20.1 billion yuan. Sales of Chery Jaguar Land Rover rose further in 2017, with sales of 83900 vehicles, up 35.2% from a year earlier. In 2018, Chery Jaguar Land Rover planned its second five-year plan to compete fully in the Chinese car market. However, in this year, many models of Chery Jaguar Land Rover experienced a cliff decline.

Sales of Chery Jaguar Land Rover fell to 67800 in 2018, including 10300 for range Rover Aurora and 14000 for Jaguar XFK, down 45.79 per cent and 32.37 per cent respectively from a year earlier. For the whole year, Jaguar Land Rover fell 21.6%, with sales of less than 115000.

Sales of Chery Jaguar Land Rover still did not improve in 2019. From January to May this year, Jaguar brand sales totaled 7500 vehicles, down 42.73% from the same period last year, while Land Rover brand sales were 10200, down 54.87% from the same period last year.

In order to further understand the production and marketing of Jaguar Land Rover, the reporter came to the Qirui Jaguar Land Rover factory at No. 1 Changshu Road, Jiangsu Province. Some factory employees said that due to poor sales, the factory currently parked a large number of new cars and production was half-shut down. Another employee said that the factory often has a holiday, during which employees can only work part-time to make money from Didi, and not long ago the factory also made substantial layoffs.

Some analysts believe that Chery Jaguar Land Rover sales continue to decline, in addition to the objective factor of the general downturn in the domestic auto market, the decline in word-of-mouth is also a major factor leading to its sales unable to move forward.

Take its range Rover Aurora as an example, it entered China in the second half of 2011 and officially launched domestic models in 2015. The listing has won the popularity of consumers, with the passage of time, the reputation of range Rover Aurora has declined, and its quality problems have also been complained by consumers.

On March 15, 2015, Jaguar Land Rover was exposed by CCTV. It either does not walk on the road. If the reverse gear fails, there will be countless related cases nationwide. This exposure has a great impact on Jaguar Land Rover, which has just been made in China. Let a lot of consumers who are not optimistic about it give up the brand.

In January this year, Chery Land Rover backed up its recall plan to the General Administration of Regulation and decided to recall a total of 70602 domestic range Rover Aurora and Discovery Shenxing cars from January 31. The reason for the recall is due to some vehicle parts and assembly process problems, and there is the possibility that the brake power vacuum tube will extricate from the engine intake manifold. In extreme cases, the engine may stall or fail to start when the vehicle is driving at a low speed or after stopping.

Under the influence of this series of negative assets, range Rover Aurora sold only 30 vehicles in May, down 97.46% from January to May, down 81.58% from January to May.

To salvage the situation, Chery Jaguar Land Rover's new range Rover Aurora opened for pre-sale today. According to Chen Xuefeng, vice president, all the designs except the door hinges of the car are completely new, which can be said to be a great degree of innovation. If the new aurora can reach the market, the new powertrain and subsequent models are more likely to succeed.

Jaguar Land Rover wants to use new vehicles in exchange for the bad labels of the past. It puts a lot of energy into it and has a lot of confidence in its sales. But in the eyes of industry insiders, the layout of Chery Jaguar Land Rover is too slow, and it is still difficult to rely on aurora alone to save the brand and word of mouth.

In February 2015, the first range Rover Aurora went on sale, and in the following four years, only Discovery Shenxing, Jaguar XFL, XEL and E-PACE were introduced to China, and they were basically off-road vehicles, which had certain limitations on the brand in China.

In the field of new energy, Chery Jaguar Land Rover has also slowed down a lot. Dai Murray, president of Chery Jaguar Land Rover, said that it already has its own timetable for the development of new energy fields. there are detailed plans for new energy vehicles, self-driving, driving assistance technology and so on, and they will not lag behind other automakers.

Although Jaguar Land Rover has launched pure electric SUV Jaguar I-PACE, plug-in hybrid range Rover and range Rover sports versions, all imported cars have been sold in China. It seems that if Chery Jaguar Land Rover wants to turn the situation around, it also needs to determine its own market positioning, improve the model layout, and form a complete product camp.

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