Changshu Land Rover Jaguar recruits official website.

At the beginning of 2023, the wind of "involution" in the domestic automobile industry became more and more fierce. From the traditional fuel vehicle market segment to the new energy market segment, from the low-end market segment to the high-end market segment, even luxury brands such as Mercedes-Benz, BMW and Audi failed to avoid customs and gradually fell into it. In the short run, "involution" can definitely be regarded as the optimal solution of the growth curve of many automobile brands, but in the long run, behind the so-called optimal solution, both brands and products are going through a subtle process of quenching thirst by drinking poison, and it is unknown whether it is good or bad. Fortunately, even in this era of "involution" of all employees, there are still some automobile brands that take "long doctrine" as the standard, do not go with the flow, and face the new round of market challenges with solid system capabilities. Chery Jaguar Land Rover is one of them.

Quality wins, forging the "foundation" of "permanence"

For many automobile brands, the understanding and emphasis of "permanence" are different, but for Chery Jaguar Land Rover, the intelligent manufacturing capability that can best demonstrate its quality tonality is definitely the cornerstone of "permanence", and the production base of Chery Jaguar Land Rover Changshu has become the most important link.

As early as the establishment of Chery Jaguar Land Rover, Changshu production base became the benchmark of luxury brands with the global unified strict production standards. It is reported that as Jaguar Land Rover's first vehicle manufacturing plant outside the UK, Chery Jaguar Land Rover Changshu manufacturing base has four major process workshops, namely stamping, welding, painting and final assembly, reaching the top level in the world. A large number of advanced technologies and equipment, such as AGV transport robots and 3D vision positioning robots, have been applied in the four workshops, which ensure the super-high quality of Chery Jaguar Land Rover products on the basis of achieving super-high automation rate.

Take the all-aluminum body workshop of Changshu base completed on 20 16 as an example. As the first all-aluminum body workshop in China, there are 344 robots and 266 self-piercing riveting robots in this workshop, which can realize intelligent all-aluminum body structure 100% automatic production. The application of aviation-grade riveting and gluing technology makes the riveting automation rate of all-aluminum body workshop reach 100%. This technology alone can make the body strength, torsional stiffness, corrosion resistance and other parameters of Chery Jaguar Land Rover products far higher than the industry average.

Of course, in addition to advanced intelligent manufacturing technology, Chery Jaguar Land Rover Changshu Base has also set up a quality center, which has advanced equipment such as vehicle coordinate measuring machine, all-weather environment warehouse, shaking table, static rain test and vehicle air tightness test to create a unified global quality standard. For example, before the product officially goes offline, it may undergo three tests: 5 minutes, 4 tons of water standard all-round rain test, 20 minutes of all-round strong rain test and 20 minutes of static rain test; For example, the shaking table test simulates the worst road conditions in the world and evaluates the sound and abnormal noise from the vehicle itself through the environmental test and vibration program from MINUS 30 degrees Celsius to 80 degrees Celsius.

Behind all kinds of strict manufacturing and quality management standards is the initial intention of Chery Jaguar Land Rover to win by quality. The products that have been tested and released have also won wide recognition in the terminal market. So far, Chery Jaguar Land Rover has won the recognition and trust of 460,000 users in China.

Product as the core, shaping the "spear" of "persistence"

It is with the above-mentioned intelligent manufacturing capabilities that Chery Jaguar Land Rover began to shape its own "long-term" "spear".

Back in February of 20 15, Chery jaguar land rover was founded just over two years ago, and it was in this short time that the first product of Chery jaguar land rover, the domestic version of land rover aurora, was officially listed. The official listing of the domestic version of Land Rover Aurora started the first shot of Chery Jaguar Land Rover to explore the domestic luxury car market segment.

In addition to maintaining a high degree of unity with imported models in appearance, interior and dynamic performance, the domestic version of Land Rover Aurora is also superior to imported models in many intelligent configurations, and it has shown a good market appeal once it was listed. In addition, at that time, nearly 200 dealers of Chery Jaguar Land Rover were officially put into production, and the sales volume of Chery Jaguar Land Rover in 20 15 years began to take off, gradually becoming the sales responsibility of Jaguar Land Rover in China.

In the following years, Chery Jaguar Land Rover's product matrix became increasingly rich, from the initial Land Rover Aurora and Land Rover Discovery to Jaguar XEL and Jaguar XFL, to Land Rover Aurora L P300e and Land Rover Discovery Sport P300e. By 2023, Chery Jaguar Land Rover's domestic products have a relatively complete product pedigree, achieving comprehensive coverage from SUVs to cars, from traditional fuel vehicles to new energy vehicles. In the first quarter of 2023, 23-year-old Jaguar XEL, Land Rover Aurora L and Land Rover Discovery Sports Edition were listed one after another, once again refreshing the product matrix of Chery Jaguar Land Rover.

Under Chery Jaguar Land Rover's long-term adherence to quality standards, the reputation of domestic products in the domestic market is increasing day by day. In the new car quality research (IQS) in 2022 released by J.D. Power in China not long ago, Land Rover brand won the third place as a luxury brand, which is also the first place in the new car quality research (IQS) in China by J.D. Power after 20021year. High-quality products have become the "spear" for Chery Jaguar Land Rover to conquer the terminal market.

Take the brand as the key link and stick to the "shield" of "permanence"

After building an intelligent manufacturing system and a strong product pedigree, Chery Jaguar Land Rover's thinking on brand operation has gradually condensed into a powerful shield in its terminal market attack and defense.

Take the concept of "Glamping" emphasized by Land Rover Discovery Sports Edition as an example. It is no longer a simple concept, but an organic combination of lifestyle related to camping and specific scenes, as small as tents, stoves and other details, all of which try to fit the product personality of Land Rover Discovery Sports Edition and the brand personality of Land Rover. This is a trial and error experience that cannot be ignored for Chery Jaguar Land Rover, which was slightly traditional before. It doesn't look easy.

At the terminal price level that users are more likely to perceive, Chery Jaguar Land Rover has also begun to change intentionally in the past two years, focusing on sharpening the unique brand label and strengthening the profit synergy with dealers. And made the brand resonance into its own shield.

Judging from the development of Chery Jaguar Land Rover in the past ten years, the first eight years can be regarded as an exploration period. With the support and cooperation of Jaguar Land Rover brand, Chery Jaguar Land Rover began to look for brand differentiation DNA suitable for its own development direction; The last two years can be regarded as the accumulation period, summing up the twists and turns and ups and downs of the past ten years, gradually fixing the independent brand values of Chery Jaguar Land Rover, and making great efforts to solve the existing problems; In the near future, Chery Jaguar Land Rover will usher in a growth period, which will not be "rolling in" or "flat". Chery Jaguar Land Rover, which has successfully shaped the "foundation" and "spear" and "shield" of "permanence", will gain more wonderful results in the next decade.

This article comes from Ling Fei Automobile, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.