How does "neo modern luxury" impress the new middle class? Chery Jaguar Land Rover has made the "system" optimal solution.

　　In the Chinese automotive market, the new middle class has become a key customer group for major luxury brands, and they are in the ascendant period of their lives, with benign development space and expectations for both careers and families; With the development of urbanization, the scale of the new middle class is also continuously expanding, and is expected to grow to 500 million in 2025. As active consumers with high consumption, they have a higher level of pursuit of the brand, culture, and their own spirit behind their products. Taking automobile consumption as an example, the new middle class not only values the brand, but also values the sense of quality behind the brand when buying cars.

　　In response to the explosion of demand from a large number of new middle class consumers, Chery Jaguar Land Rover, which has been rooted in the Chinese market for more than a decade, has provided the new middle class with the most preferred luxury products and services through a systematic and comprehensive approach.

　　Behind the luxury sense of quality is the system strength

　　The four basic systems of manufacturing, quality, research and development, and procurement are not only the "ballast stone" of Chery Jaguar Land Rover in terms of luxury quality, but also the fruitful achievements of Chery Jaguar Land Rover's more than ten years of hard work in China.

　　In terms of manufacturing, the Changshu production base where Chery Jaguar Land Rover is located is Jaguar Land Rover's first vehicle manufacturing factory outside the UK, as well as Jaguar Land Rover's global model factory. The engine factory at the Changshu production base is also the first overseas engine factory for Jaguar Land Rover. The automation equipment connection rate has reached 100%. The three core engine components, namely, the cylinder block, cylinder head, and crankshaft, have all been self-made in the factory, and the engine supports MHEV and PHEV hybrid systems. It is worth mentioning that Chery Jaguar Land Rover Changshu Base is also a low-carbon and environmentally friendly green factory, and has been awarded the "National Green Factory" by the Ministry of Industry and Information Technology in 2021. As early as 2018, Chery Jaguar Land Rover Changshu Base has arranged a photovoltaic project. There are solar panels on the roofs of multiple workshops in the factory, which can provide energy for the entire factory and achieve an annual reduction of 8200 tons of carbon dioxide emissions.

　　In Changshu production base, there is an all aluminum body workshop using self piercing riveting technology. By introducing advanced aviation grade aluminum body connection technology and matching the contract with aviation grade riveting bonding technology, it has become a "maintenance upgrading process" that continuously improves manufacturing level and promotes technological progress in the industry.

　　As early as a few years ago, I mentioned in the article "How Powerful are 2754 Riveting Points", "The combination of self piercing riveting and body structural adhesive increases the body bonding strength to 2-3 times that of a single riveting. Riveting bonding technology accounts for up to 72% of Chery Jaguar Land Rover's all-aluminum body bonding technology, ranking first in the domestic industry."

　　In addition, the Changshu production base has taken the lead in applying industrial Internet, introducing emerging fusion technologies such as simulation technology, and achieving customized order production, highlighting the "Internet of Things" that Chery Jaguar Land Rover actively promotes digital implementation.

　　From the beginning of design to the end of reaching consumers, every new car has undergone layers of "checks", including WCPA (World Class Product Audit), real-time inspection on the production line, and traceability of product lifecycle data, ensuring that Chery Jaguar Land Rover products have "global quality".

　　As for quality, research and development, and procurement systems, there is also a lot to say. To sum up, it is "the person who is always successful, and the person who travels often comes." It is precisely in the quality level that Chery Jaguar Land Rover continues to make efforts. Chery Jaguar Land Rover has built a solid and outstanding quality wall for domestic models, which is also the strongest foundation for Chery Jaguar Land Rover in creating a sense of luxury quality. According to a survey conducted by J.D. Power 2022 China New Vehicle Quality Research (IQS), the Land Rover brand ranks third among luxury car brands. In the J.D. Power 2022 China Vehicle Reliability Study (VDS) report, the Land Rover brand ranked second in the luxury vehicle segment.

　　Behind the satisfaction of individual needs is customer first

　　Bourdieu said in "Difference" that different classes lead to different consumption and interests. The personalization and layering of consumption and interest is also the willingness of the new middle class to pay for feelings and stories when purchasing cars, and on the one hand, they also hope that the brand can please themselves. For Chery Jaguar Land Rover, which adheres to the global business philosophy of "customer first", listening to the "voice of China" to continuously launch new products, continuously meeting the needs of Chinese people, has developed its profound internal skills of two-way travel with Chinese users.

　　In terms of product research and development, the Chery Jaguar Land Rover Design Center, which was completed in Shanghai in 2018, has provided solid support for the implementation of the Chinese voice. Taking the Jaguar XFL as an example, inspired by the crystal shift lever of the Queen's cane, the wood grain cover plate in the storage area of the center console, and 3D designed speakers, it is closer to the aesthetic needs of Chinese consumers who pursue luxury textures and exquisite details. In response to the trend of new energy vehicle consumption, Chery Jaguar Land Rover has also introduced the plug-in hybrid version of Land Rover models, and comprehensively strengthened the new energy quality upgrade for plug-in hybrid vehicles in terms of inspection, quality control, and testing.

　　In terms of product rhythm, Chery Jaguar Land Rover continues to promote new products and create surprises. Following the launch of four new products in 2022, from February to March this year, the 2023 model year Jaguar XEL, Range Rover Evoque L, and Discovery Sport were launched successively. Through continuous renewal of products, Chery Jaguar Land Rover has continuously surpassed itself and demonstrated extraordinary quality skills.

　　In terms of intelligent manufacturing, Chery Jaguar Land Rover can meet the personalized customization needs of consumers from both Jaguar and Land Rover brands. It can process 300000 personalized options, generate a fully customized Super BOM for the entire vehicle, and then send it to Chery Jaguar Land Rover's SAP through the PLO pipeline ordering system. During the production process, "one vehicle, one order" accurately caters to the personalized needs of consumers.

　　All the past is a prelude; All the future can be hoped for. Chery Jaguar Land Rover, which has been steadily developing in the Chinese market for more than a decade, remains optimistic and full of expectations for China's economic development and the Chinese luxury car market in the next decade, and will also bring a new modern luxury travel experience with unique British charm to more Chinese new middle class consumers.