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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
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].
吴辰:捷豹路虎的新现代豪华,是与用户的“双向奔赴”
Core Insights - Jaguar Land Rover (JLR) has redefined modern luxury through service, achieving the highest score of 775 in the J.D. Power 2025 China Sales Service Satisfaction Index (SSI) for luxury brands, marking a five-year high [1][4][6] Sales Satisfaction Ranking - In the 2025 luxury brand sales satisfaction ranking, JLR ranked first with 775 points, followed by Audi at 772 and Porsche at 767 [3] Evaluation Criteria - The evaluation criteria included five aspects: "online experience," "in-store reception," "in-store vehicle viewing," "transaction process," and "vehicle delivery process," with JLR excelling particularly in the transaction process, scoring 23 points above the luxury brand average [4] Service Philosophy - JLR emphasizes a service-oriented approach to luxury, focusing on customer satisfaction and creating a unique "new modern luxury" experience that integrates product, service, and brand value [4][5][6] Market Adaptation - JLR has demonstrated strong market insight and responsiveness, launching measures such as tax exemptions for luxury vehicles in response to policy changes, reinforcing its commitment to high-end consumers [6][9] Digital Services - JLR has implemented the Smarter Sales system for digital management of the sales process and launched a new official app for real-time order updates and enhanced customer interaction [7] Customer Engagement - The company has developed a closed-loop management system for sales processes and customer feedback, ensuring efficient service delivery [9] Exclusive Experiences - JLR has created exclusive platforms like "Range Rover Experience" to cater to high-end consumers, focusing on personalized and private experiences [10] Competitive Landscape - JLR faces competition not only from traditional luxury brands like BMW, Mercedes-Benz, and Audi but also from emerging domestic brands such as Li Auto and NIO [11] Product Strength - JLR's product offerings, such as the upcoming Defender OCTA, showcase advanced technology and luxury, contributing to its strong sales performance in the high-end SUV market [12][13] Sales Performance - In the fiscal year 2024, JLR's Range Rover brand sold over 220,000 units globally, with a 19.7% increase in sales for the Range Rover Sport and record sales for the Defender [12] Future Plans - JLR aims to expand into the ultra-luxury market with electric models, leveraging its brand heritage and adapting to the electric vehicle trend, particularly in the Chinese market [13][14][15]
“重塑未来”成果显现 捷豹路虎以“中国韧性”开辟新局
Zhong Guo Jing Ji Wang· 2025-06-23 10:50
Core Insights - Jaguar Land Rover demonstrates strong financial resilience amidst a rapidly changing global automotive landscape, achieving its best EBIT margin of 8.5% in a decade and a historical second-highest free cash flow, along with a net cash surplus of £278 million [1][2] Financial Performance - The company has invested nearly £6 billion in new product and technology development over the past two years and plans to maintain an annual R&D investment of over £4 billion for the next three years [2] - Jaguar Land Rover's performance reflects its robust financial foundation and strategic foresight, enabling it to sustain revenue stability and increase investments despite economic uncertainties and raw material price fluctuations [2] Strategic Direction - The mission of "Jaguar Land Rover's China Resilience" was introduced, focusing on three strategic directions: maintaining leadership in the high-end luxury segment, reshaping brand experience with "New Modern Luxury," and deepening collaboration with local partners to create a model of co-creation [3][4] Market Positioning - In the Chinese luxury SUV market above £700,000, Jaguar Land Rover continues to lead, with the Range Rover brand achieving a 6% year-on-year growth, solidifying its position in the premium SUV segment [6] - The company has received high rankings in new vehicle quality, product appeal, and intelligent experience, indicating strong brand value and customer satisfaction [6][7] Brand Experience - Jaguar Land Rover emphasizes emotional value and cultural resonance in its brand strategy, successfully engaging high-net-worth individuals through customized and high-end brand experiences [7] - The celebration of the Range Rover's 55th anniversary showcased the brand's cultural narrative, further enhancing its appeal in the luxury market [7] Collaborative Innovation - The partnership with Chery has evolved into a new co-creation model, marked by the launch of the Freelander brand, which represents a significant step in Jaguar Land Rover's electrification strategy [9] - Freelander aims to integrate Jaguar Land Rover's global design strengths with Chery's local engineering capabilities, enhancing market responsiveness and supporting long-term sustainable growth in China [9][10] Future Outlook - The transformation of "resilience" into a growth methodology positions Jaguar Land Rover for future success, with a focus on financial stability, brand experience, and innovative co-creation models driving its competitive edge in the Chinese market [10]
他们争论何为豪华,捷豹路虎忙着打造379万的高定限量车
汽车商业评论· 2025-05-20 23:34
Core Viewpoint - The article discusses the significant transformation in the automotive industry, highlighting Jaguar Land Rover's (JLR) successful financial performance amidst challenges, driven by strategic brand restructuring and a focus on high-value models. Financial Performance - JLR reported its best profit record in nearly a decade for the fiscal year 2024/25, with global revenue of £29 billion, remaining stable compared to the previous year, and a pre-tax profit of £2.5 billion, up 15% year-on-year, achieving an EBIT margin of 8.5% [4][7] - The company achieved a positive net cash position of £278 million, marking a significant financial milestone [4] - The growth in pre-tax profit is attributed to strong sales of high-value brands such as Range Rover, Range Rover Sport, and Defender, with Defender achieving record sales of over 115,000 units, a 0.7% increase year-on-year, and Range Rover Sport sales rising by 19.7% [4] Strategic Initiatives - JLR's CEO Adrian Mardell emphasized the importance of product innovation, with the Defender model achieving historical sales highs and the upcoming launch of the all-electric Range Rover [5] - The company's "Reimagine" global strategy and "Brand Repositioning" initiative, launched four years ago, are beginning to show positive results, as evidenced by the recent financial performance [7] Market Dynamics - In the challenging Chinese market, where the overall mid-to-large SUV segment declined by 19%, the Range Rover brand saw a 6% increase in sales, maintaining its position as the top seller in the ultra-luxury SUV market [8] - The Range Rover brand achieved sales of 19,825 units, surpassing the combined sales of its competitors in the same segment [8] Brand Repositioning - JLR's brand restructuring into four distinct brands (Range Rover, Defender, Discovery, and Jaguar) has proven successful, countering initial skepticism and demonstrating the effectiveness of targeted market strategies [8][16] - The company focuses on creating a luxury experience that resonates with customers, emphasizing the importance of heritage and exclusivity in luxury branding [12][15] Product Development - JLR plans to launch a new high-end Range Rover SV model, integrating traditional Chinese cultural elements, with a limited release of only two units priced at £3.795 million [9][10] - The company is cautious in its approach to electric vehicle (EV) development, ensuring that new EV models meet high-performance standards and customer expectations before market introduction [20][21] Customer Engagement - JLR has seen an increase in customer engagement, with average in-store visit times rising from 45 minutes to over an hour, indicating higher sales opportunities [18] - The company is committed to understanding customer needs in the luxury segment, focusing on delivering tailored experiences and products that resonate with their clientele [21]