Qingyuan land rover 4s shop recruitment

In China, it is the first luxury brand outside BBA with a sales volume of 654.38 million+. When the annual sales volume of Mercedes-Benz is only 265.438+10,000, it has reached the mark of 654.38+10,000, leaving Cadillac, Lexus, Volvo and other hottest second-tier luxury brands far behind.

However, at the end of the inventory of 20 19 China auto market, Cadillac left behind, and the distance from BBA expanded several times, becoming the biggest loser of luxury brand camp.

It's Jaguar Land Rover, a luxury car company that changed hands several times.

Looking back on the development track of Jaguar Land Rover in China market, it took ten years from the first time that the sales volume exceeded 10,000 vehicles to the peak. However, in the past two years, its sales level has returned to 7 years ago. Not only did the idea of attacking the first camp of luxury brands become a bubble, but the position of the second camp was also taken away, and even it was caught in an embarrassing situation of interacting with third-rate brands.

Sales went back to seven years ago.

If you don't look at the process, just look at the current sales data of Jaguar Land Rover in China, and it is not an exaggeration to express it with "gratifying harvest". Because, since its former owner sold it to Tata, since 2008, the annual sales level of Jaguar Land Rover in China has changed from more than 1 10,000 vehicles to nearly110,000 vehicles-12 years, and the sales volume has increased by more than eight times. It is estimated that any car company will laugh.

▲ Sales trend of Jaguar Land Rover in China market after it was acquired by Tata. Source: Official announcement.

But the problem lies in the process, because the last threshold of approaching 6,543,800 vehicles was 2065.438+03, and then it fluctuated, reaching the peak of sales in 2065.438+07-the sales volume in China market was nearly 6,543,800 vehicles, and the global sales volume exceeded 620,000 vehicles, both of which reached new highs. However, for two consecutive years, 20 18 and 20 19, Jaguar Land Rover has rapidly declined at a speed of more than two digits, and the sales volume of 20 19 in China has dropped to the level of 20 13.

▲ Jaguar Land Rover sales over the years, data source: official announcement.

Focusing on the data from 20 13 up to now, we can find that the sales curve of Jaguar Land Rover in China market obviously presents an "M" shape. That is to say, in the China market, in the years after 20 13, Jaguar Land Rover is equivalent to "trying" in vain, because it has returned to its original point.

Needless to say, the capacity of domestic luxury car market has more than doubled in recent years. It can be seen that Jaguar Land Rover's market position is actually retreating, and its share has dropped by half.

▲ Jaguar Land Rover sales increase or decrease over the years, data source: official sales calculation.

As can be seen from the above figure, its performance in China market directly determines its global market trend in most years (except 20 15).

You know, in the luxury car market in China, Jaguar Land Rover is the first giant to achieve 654.38+million sales besides Mercedes-Benz, BMW and Audi.

Once the "little brother", now they all ran to the front.

In the same year of 20 13, Jaguar Land Rover sold more than 95,000 vehicles in China that year, while Mercedes-Benz sold 2 1 10,000 vehicles in the same period-the gap between them was only 1 1 10,000 vehicles, which is the smallest gap between first-tier luxury cars and second-tier luxury cars in the past decade. At that time, it seemed an exaggeration for Jaguar Land Rover to call it a "quasi-first-line" luxury brand.

As for Cadillac, Lexus, Volvo and other second-tier luxury car brands, the sales volume in 20 13 is still at the level of 50,000-60,000 vehicles. The following year, Jaguar Land Rover broke through 65,438+022,000 vehicles in one fell swoop, and the annual sales of second-tier luxury brands in China exceeded 654,380+million vehicles for the first time, further expanding its advantages over other second-tier luxury brands mentioned above. Judging from the market performance in those two years, Cadillac, Lexus and Volvo can only be called "little brothers" in front of Jaguar Land Rover, not to mention other smaller luxury brands.

▲ Domestic sales trends of second-tier luxury brands since 2065438+03. Source: Official announcement.

However, even if it is only the "big brother" of the second-tier brand, Jaguar Land Rover has not been able to sit for long. In 20 15, the sales volume dropped sharply, while the opponents took the opportunity to significantly narrow the gap. At that time, the sales distance between Lexus and Jaguar Land Rover was only over 10,000 vehicles. After another year, Cadillac narrowed the gap between the two to the level of more than 2,000 vehicles; By the time Jaguar Land Rover reached its sales peak in 20 17, Cadillac had already run ahead of it, surpassing Big Brother with nearly 30,000 vehicles-after two consecutive years, Jaguar Land Rover's sales in China, the world's largest automobile market, were even less than half of Cadillac's.

You know, even a smaller and higher-end brand like Porsche has almost caught up with Jaguar Land Rover in the China market-the sales gap between them was only over 65,438+2,000 in 2065,438+2009, compared with over 70,000 two years ago.

It is also acquired, and the difference is getting bigger and bigger.

In addition, as two luxury brands rarely acquired in recent years, Jaguar Land Rover and Volvo have shown two completely different trends in the China market in the past decade.

▲ Domestic sales trends of Jaguar Land Rover and Volvo in recent ten years. Source: Official announcement.

As can be seen from the above figure, the starting point of Jaguar Land Rover and Volvo at 20 10 is almost the same (Jaguar Land Rover sells 26,000 vehicles and Volvo sells 30,000 vehicles). However, since 20 10 Volvo was acquired by Geely, its sales in China market have almost steadily increased, while Jaguar Land Rover experienced three sharp declines in the same period. So far, Volvo's sales in China reached 6.5438+0.6 million, and Jaguar Land Rover lost 6.5438+0 million.

In the global market, the situation is basically similar. Volvo has now reached the 700,000-vehicle mark, while Jaguar Land Rover still stays at the level of 550,000 vehicles.

Why is there such a huge contrast today? I believe this is inseparable from the overall planning of cross-border acquisition. After Jaguar Land Rover was acquired by Tata, it received an investment of $6,543.8 +0.2 billion, and then quickly became a cash cow (it is said that profits once accounted for 90% of Tata's automobile business). However, due to the lack of late strategic planning, it has been declining for two years after contributing profits to Tata.

On the other hand, Volvo got free space and financial support from Geely, and the original team of Volvo Sweden was retained. At the same time, Volvo has brought technical help to Geely. Through the establishment of a joint venture company, Geely has benefited a lot from the design and product strength, forming a win-win virtuous circle.

When will "30% off leopard print and 20% off tiger print" stop?

Pan Qing, global director of Jaguar Land Rover and president of Jaguar Land Rover in China, seems not too anxious about the decline of China market for two consecutive years-perhaps because in the past year, there were two completely different trends in the first half of the year: the decline in the first half and the growth in the second half.

But at the end of the market, consumers' feelings are another matter.

First, the brand preservation rate is too poor. Even if it is a new car, the promotion of/kloc-0.0 million yuan has already labeled Jaguar Land Rover as "30% off for leopard and 20% off for tiger". Price reduction is a double-edged sword, which not only gains short-term sales, but also brings long-term damage to the brand. "No one bought it when it fell" is the most direct embodiment.

A few days before the Spring Festival, I visited two local Jaguar Land Rover 4S stores and deeply realized this amazing promotion method.

Jaguar, for example, made the XEL, which is the main model with high expectations from manufacturers to undertake impulsive tasks. With all-aluminum body, double wishbone front suspension, front and rear driving force layout and ZF? With the blessing of 8AT gearbox and other requirements, it should be said that the product strength is still good, but even if the threshold is lowered to 230,000, few people are interested, and it is common to sell hundreds of cars a month-this price is not much different from the mainstream joint venture brand B-class cars, not to mention rivals such as BMW 3 Series and mercedes benz c Class.

Others, such as E-PACE, can start with a minimum of 654.38+0.9 million, and the discount is less than 30%, but almost no one cares. The cumulative sales of more than 2,000 vehicles throughout the year have explained everything; It is found that Shen Xing, the main model of Land Rover made in China, is close to 30% discount, and its sales volume is much better than that of E-PACE, but the average monthly sales volume is only over 2,000.

Secondly, the product quality is unstable. Although it is a luxury brand, its product reliability is far below the industry average. Most directly, the complaint rate of Jaguar Land Rover users is much higher than that of other luxury car brands. In 20 17, jaguar land rover initiated eight recalls, and in 20 18, it recalled seven more times. In the past two years, the cumulative number of recalls has exceeded 200,000, almost equal to the sales volume.

Take XEL as an example. On the third-party complaint website, there have been many problems reflecting the oil leakage of the gearbox of this car in the past year.

As for Land Rover, the phrase "Land Rover that can't be repaired", which has been circulating for many years, is very telling, even though the sales volume of Land Rover is two or three times that of Jaguar. A few years ago, Land Rover joined the 3 15 party because of the 9AT gearbox problem. In 20 19, Land Rover also carried out a large-scale recall due to the engine crankshaft bearing problem, which affected Range Rover, Discovery and other vehicles, involving nearly 70,000 vehicles.

▲ According to the IQS survey results of J.D.POWER in North America in 20 19, Jaguar Land Rover ranked the bottom two.

And it is not only seen by consumers in China, but also in other markets around the world. For example, in North America, Jaguar and Land Rover have become synonymous with user perception of unreliability. In the two investigation reports of J.D.POWER in North America in 20 19-IQS (New Car Quality Survey) and VDS (Vehicle Reliability Survey), Jaguar Land Rover was at the bottom, and the IQS report even ranked Jaguar and Land Rover directly in the penultimate and penultimate!

▲ According to the VDS survey results of J.D.POWER North America in 20 19, Land Rover is the second last, and Jaguar is slightly better.

Third, the brand image is misplaced. As a traditional British luxury car brand, Jaguar Land Rover has always taken a mature and steady business route, but now the domestic market has become the world of young people. Although its domestic models are constantly changing, the mature style and design hidden in its bones deliberately cater to young people and form a great contrast. To put it bluntly, it is incomplete, and some are neither fish nor fowl. Land Rover is slightly better than Jaguar in this respect.

Let's talk about it finally.

Pan Qing's calmness can't hide Jaguar Land Rover's big backstage boss Tata's worries about its future. Since last year, it has been repeatedly reported in the industry that Jaguar Land Rover will be abandoned again, with potential next homes including BMW, Great Wall and Geely. Although there is no exact official news so far, it has inevitably reflected a signal that Tata is dying.

According to previous media reports, Jaguar Land Rover lost 3.6 billion pounds in fiscal year 20 18 (April 20 18-March 20 19) and made profits in the first three quarters of fiscal year 2019 (April-June 2002). Since then, although Natarajan, Chairman of Tata Motors Project? Chandrasekaran issued a statement saying that "outside rumors are untrue, and we will continue to devote ourselves to developing, producing and selling Jaguar Land Rover brand models", but these news are not groundless-after all, a year ago, Jaguar Land Rover announced the strategy of "reducing costs and increasing efficiency", and planned to achieve 2.5 billion pounds of cost reduction and cash flow improvement by March 2020, including layoffs of 65,438+00% (4,500).

Although Jaguar Land Rover is betting on the comeback of the legendary model defender in 2020, even though all new models of Jaguar Land Rover will be equipped with new energy versions in 2020, and despite Pan's efforts to make China the core base of Jaguar Land Rover's global strategy, will this once-advertised luxury brand be re-sold if its sales fail to recover this year? Wait and see.

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