After years of rapid growth, the Chinese auto market entered the “new normal†of low growth in 2015. The future of the auto market in 2016 is a hot topic that many companies are concerned about. The “Zhenzan-2016 China Auto Market Forum and Sina Annual Car Awards Ceremony†jointly organized by Sina Auto, Ryukyu Motor and China International Trade Promotion Association Automobile Industry Branch was held on January 20, 2016 at the Kerry Center in Beijing, and invited mainstream car companies. Executive elites, top scholars and experts, to debate the hot topic of the industry. The following is a speech by JIU Jun, executive vice president of Jaguar Land Rover China Chery Jaguar Land Rover United Market Sales and Service Organization, at the roundtable forum "New Opportunities for Luxury Cars".
Jaguar Land Rover China's Chery Jaguar Land Rover United Market Sales and Service Agency Executive Vice President Hu Jun Li Anding: The performance of the market illustrates the problem. Although Mercedes has a high-end high-end, I think that as an ordinary consumer, for example, most of the young people present here, Mercedes-Benz must start with A-class and B-class cars. The luxury car brand is something that everyone can't think of and can't touch for a lifetime. Now many people here are buying a second car, and even the second car will reach out and touch the luxury car. This trend is becoming more and more obvious. . Now Hu Jun took over the hot potato. At the end of the year, Chery Jaguar Land Rover got on the second car. The price of this car is quite different from the original seven or eight hundred thousand. It has dropped to 200,000 to 300,000. This level, but also seven, is in line with the new opportunities after the two-child policy. This year, Mr. Hu personally under the knife will have a great turn and development of Chery Jaguar Land Rover, please Hu to give you a talk.
Hu Jun: Thank you, Teacher Li, and thank you for the opportunity given by Sina Auto today. As Mr. Li said, Jaguar and Land Rover have the first time to enter China late, and the second is still in quantity. In the process of growing up, the number of them is much better than ours. Although there are great goals, there is still a lot of basic work to do. Frankly speaking, we have experienced a year that may be more challenging or more difficult than other companies in the past year. Everyone knows that we met from the beginning of last year. There are quite a few things, including the public relations crisis.
After adjusting for the whole year last year, we entered the fourth quarter and both brands resumed positive growth. In December we exceeded 10,000 units a month. Jaguar and Land Rover are two more distinctive brands. They are also deeply rooted in China. This is our most important foundation in China and our asset. On the other hand, it is a product. Just now, Mr. Li mentioned that we have gone very fast in localization. At the beginning of last year, we launched the localized Range Rover Aurora, two localized models of vehicles, the recovery of confidence in the entire market, including the improvement. The role is very large.
In the second half of this year, we will also launch a domestically produced Jaguar brand. This year is a relatively large year in the Jaguar brand. Regardless of the promotion of the brand, there are differences in the launch of new products, which will greatly help the brand awareness. So still return to that sentence, we are still a relatively small-volume brand, we are working hard, growing, and hope to get help and support from all of you here.
Li Anding: Let me talk about Jaguar Land Rover. I think the cooperation between Chery and Jaguar Land Rover is very, very good. Because Chery has not been a joint venture in the past, I think the joint venture is an insurmountable link in the development of China's automobile industry. He can learn a lot of foreign advanced technology, including advanced brand management. I think this Jaguar Land Rover started to cooperate with Chery. At first, there are some problems in the running-in, but it will be solved soon. From now on, it is not possible for Land Rover to succeed. Jaguar also began to enter China, and the quality of the Chery Jaguar Land Rover factory is very high. It has been expanded since it was built. The Jaguar Land Rover's stamina, you two should not underestimate, so you three are the representatives of Chinese luxury brands, we still use In a word, what is the opportunity for this year's luxury car?
Hu Jun: I think there are some new features at the level of consumption. There are two relatively large features that we are very concerned about now. The first one is actually that our consumption is becoming more and more branded, or more and more The more the brand experience, because with the increasing supply of products, with the increasing amount of information, in fact, consumers are more difficult in the process of making consumer decisions, so more and more will follow The so-called brand experience, this seems to me to be a big advantage for Land Rover. In fact, Land Rover has firmly established the brand image in the off-road vehicle market in the past. Although there have been some slightly negative so-called upstart images, they actually With the city of our domestic car, I feel that the image of the Land Rover brand has become more complete and fuller, so I think this is the most important point for the sustainable development of Land Rover's future brand.
Another obvious feature is that at the consumption level, different classes, or people of different circles, his consumption habits and consumer products maintain their respective focuses. For our Jaguar brand, it is actually a luxurious and sporty product. Originally, the Jaguar brand only has a sedan. This year we will also launch a sports SUV. The Jaguar brand sports SUV will be launched in June this year. The brand hopes to establish the image of its luxury sports car. We hope to establish a foothold in this market and establish the image of Jaguar. We also believe that in the luxury car, there is a very broad user base, they will like it. Sporty products, this is a good foundation and opportunity for our Jaguar brand.
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