Core Viewpoint - The luxury car market in China is undergoing significant adjustments, with a shift in consumer preferences towards service experience over brand influence, leading to a more concentrated market where the top five brands hold 68% market share, up 12 percentage points since 2020 [2][8]. Group 1: Market Trends - Luxury car sales in China grew by 3.2% year-on-year in the first half of 2025, a slowdown compared to double-digit growth five years ago [2]. - The new middle class aged 30-40 is becoming the main consumer group, prioritizing service quality and emotional connection over traditional brand prestige [2][8]. - J.D. Power's research indicates that 72% of luxury car consumers are willing to pay a 10%-15% premium for superior service [2][8]. Group 2: Jaguar Land Rover's Performance - Jaguar Land Rover has achieved the highest score in J.D. Power's sales service satisfaction study with 775 points, marking the highest score for luxury brands in five years [2][8]. - The brand has maintained a leading position in the luxury SUV market, with the Range Rover model being the best-selling luxury SUV priced over 1.5 million yuan for 30 consecutive months, and a 10% year-on-year increase in sales for the first half of the year [4][8]. - Jaguar Land Rover has consistently ranked among the top in J.D. Power's various satisfaction surveys for ten consecutive years, with a global customer recommendation rate of 96% [8][11]. Group 3: Customer-Centric Strategies - The brand's focus on customer satisfaction is reflected in its sales performance, with a comprehensive service system and dealer management capabilities [11][18]. - Jaguar Land Rover has implemented 34 service enhancement measures across its network, including personalized services like home test drives and online vehicle inspections [18][20]. - The introduction of the Smarter Sales system in 2023 aims to digitize and refine the entire sales process, enhancing service transparency and customer interaction [20][22]. Group 4: Response to Policy Changes - Following the announcement of a new luxury car consumption tax, Jaguar Land Rover pledged to cover the additional tax costs for consumers purchasing specific models, effectively maintaining their original budget [24][27]. - This proactive approach not only alleviates consumer concerns but also enhances the brand's image as customer-centric and responsible [27][29]. - The brand's swift response to market changes sets a benchmark for the luxury car industry, encouraging other brands to adopt similar consumer-friendly measures [29]. Group 5: Brand Building Initiatives - Jaguar Land Rover is actively engaging in brand experience activities, such as the launch of the "Range Rover Realm" and various brand experience events to strengthen emotional connections with customers [30][34]. - The brand is also integrating corporate social responsibility themes into its retail spaces, enhancing customer touchpoints and brand warmth [32][34]. - By combining product and service innovations, Jaguar Land Rover aims to provide a genuine British luxury experience tailored to the Chinese market [39][40].
捷豹路虎登顶J.D. Power榜首,豪车服务新王诞生
汽车商业评论·2025-07-28 13:00