Global business success
Jaguar Land Rover is a British car manufacturer built around two iconic automotive brands: Jaguar, the producer of globally celebrated high performance vehicles, and Land Rover, the legendary maker of world famous luxury SUVs. In their 78-year and 65-year histories, Jaguar and Land Rover have been renowned for their stunning design, cutting-edge technology and breathtaking performance. To date, Jaguar Land Rover remains the UK’s largest manufacturer of premium vehicles, selling its products in 180 countries with 17 National Sales Companies worldwide.
Alongside its R&D and engineering headquarters in Whitley, Coventry, Jaguar Land Rover is supported by two state-of-the-art engineering and design facilities and three advanced manufacturing plants in the UK. These pioneering centres have helped the company receive outstanding recognition for its steadfast pursuit of technological innovation. Meanwhile, Jaguar Land Rover is investing £518 million to build a cutting-edge engine manufacturing centre in the UK, which will manufacture a family of all-new advanced technology low-emission four-cylinder petrol and diesel engines.
As the UK's largest automotive employer, Jaguar Land Rover has a world-class team of over 25,000 people in the UK, plus 1,000 globally. In addition, it supports 190,000 people through the supply chain, dealer network and wider economy. Globally, the company supplies its vehicles through nearly 2,500 franchised dealers, which all together employ over 53,000 staff.
A Leader in Technology and Innovation
Jaguar Land Rover is led by advanced design and innovation in technology and engineering. In early 2011, it announced that it would deliver 40 significant product actions (all-new vehicles, power train upgrades, and body/trim changes on existing vehicles) in the next five years. To support its ambitious growth plans, Jaguar Land Rover has been making significant investments in products and facilities, spending around £2 billion in this area during fiscal year 2012-13 (April 2012 - March 2013). Its investment has been increased to £2.75 billion in fiscal year 2013-14. 22 of the 40 product actions will be delivered by the end of 2013.
Jaguar Land Rover is a global leader in lightweighting technologies, demonstrated by models such as the Jaguar XJ and XK, the F-TYPE- a two-seater sports car with industry-leading all-aluminium construction, and the world’s first SUVs with lightweight all-aluminium bodies – the all-new Range Rover and Range Rover Sport – both saving 420kg of weight, and reducing fuel consumption and CO2 emissions. Furthermore, Jaguar Land Rover announced an investment approaching £1.5 billion to introduce an all-new technically advanced aluminium vehicle architecture in forthcoming models. As the UK's largest investor in automotive green technology and innovation, Jaguar Land Rover is dedicated to undertaking a number of advanced research projects. These include the REEV plug-in hybrid Jaguar project and the Evoque_e, a £16.3m collaborative research project, both of which push the boundaries of research into the electrification of premium vehicles.
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Jaguar Land Rover in China
As a trustworthy, long-term partner and global brand, Jaguar Land Rover is deeply committed to building a strong presence within local communities. In July 2010, Jaguar Land Rover established a National Sales Company in China headquartered in Shanghai, in response to the country’s rapid development. The company currently has 2 regional offices in China, located in Beijing and Guangzhou. A new office in Chengdu is set to come into operation in the near future.
Jaguar Land Rover is also dedicated to consolidating its existing facilities in China, which include 2 Training Academies in Beijing and Shanghai and another under construction in Guangzhou. Its infrastructure includes 3 ports, located in Tianjin, Shanghai and Guangzhou, and 5 parts distribution centres in Beijing, Guangzhou, Chongqing and Suzhou. To offer customers a deeper brand experience and understanding of its products, it has developed 3 Land Rover Experience Centres in Beijing, Guangzhou and Huzhou. Construction on the fourth Experience Centre in Chengdu is currently underway and looking forward, Jaguar Land Rover will establish a total of 7 Land Rover Experience Centres in China.
With “Perfect Balance” as its core company culture in China, Jaguar Land Rover places great importance on its employees. It has a comprehensive staff development programme comprised of an excellent performance appraisal and talent development mechanism that combines employee training and growth, whilst encouraging a work-life balance. The company’s current employee base in the country has increased to 400, more than 90% of whom are Chinese. It’s also a young, innovative team, 85% of its employees in China are under 40 years old.
To get closer to customers, Jaguar Land Rover is relentlessly enhancing service quality by expanding its dealership network across China; by the end of October 2013, Jaguar Land Rover China had appointed 223 authorised dealers, 130 of which were already in operation, covering more than 90 cities across the country. Jaguar Land Rover works together with its dealers to ensure that all customers experience an all-round brand experience that they have come to expect from such a distinguished marque.
Since establishing its National Sales Company in China, Jaguar Land Rover has witnessed healthy and steady growth. China has become Jaguar Land Rover’s largest single market worldwide, and sales have tripled since 2010. The company has also maintained double-digit growth throughout the year thus far.
“Customer First” Philosophy
Jaguar Land Rover has a strong “Customer First” business philosophy, which takes customers as an integral part to the way it does business. With the “Tailored for China” strategy, it is dedicated to providing Chinese customers with the most advanced products, taking their demands and preferences as an essential consideration in global product research and design. To support the strategy, it has an engineering team based in Shanghai that is dedicated to researching and analysing the trends and preferences of Chinese consumers, helping to give the China market a voice in Jaguar Land Rover global product development and engineering processes.
At the same time, it has steadily introduced a number of fuel-efficient vehicles making a crucial contribution to environment protection, which has been well received by the market. The 13MY Jaguar XF and XJ, equipped with 2.0L turbocharged petrol and 3.0L supercharged petrol engines, have greatly contributed to Jaguar’s success in China, and as benchmarks for fuel-efficient engine models, the Range Rover Evoque and Freelander 2 2.0L Si4 have witnessed impressive steady growth. Customers have also welcomed the all-new Range Rover and all-new Range Rover Sport which exemplify the perfect integration of an all-aluminium monocoque body structure and a fuel-efficient engine.
At the core of Jaguar Land Rover China’s customer service philosophy is a relentless desire to raise customer satisfaction. It endeavours to maintain the same quality service standards consistent with all Jaguar Land Rover operations worldwide. Meanwhile, its dealerships are equipped with advanced hardware and world-class training at Training Academies, helping to ensure that each Jaguar Land Rover dealer offers top-notch maintenance services. The company has recently launched a new “Three Guarantees” programme, going beyond requirements of the government regulation, to increase customer satisfaction and loyalty in China. Jaguar Land Rover also initiates 360-degree staff competitions for service advisors, technicians, and parts technicians – all of which help guarantee high quality customer service.
Manufacturing Localisation
To better meet the demands of Chinese consumers, Jaguar Land Rover established a joint venture company with Chery Automobile Company Ltd. After receiving formal approval from the Chinese government on November 18, 2012, Jaguar Land Rover and Chery formally laid the foundation stone for a new manufacturing facility in China.
Jaguar Land Rover and Chery have jointly invested RMB 10.9 billion, to build a manufacturing facility located at the Changshu Economic Development Zone, which is expected to open in late 2014. The investment will also include the construction of an engine production facility and a R&D centre. It will manufacture Jaguar Land Rover vehicles and new models for a partnership brand in China.
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Corporate Social Responsibility
Adhering to the two strategic objectives of its new global CSR programme “Advancing Knowledge” and “Improving Lives”, Jaguar Land Rover China has tailor-made various CSR programmes dedicated to addressing the needs of Chinese society.
In 2013, Jaguar Land Rover China announced a joint donation of RMB 4 million to the quake-affected Ya’an area together with its dealer partner. In partnership with the China Youth Development Foundation, the joint donation will help to rebuild a 2,200 m2 teaching facility, providing a new and safe teaching environment for over 400 students from Xinchang Junior Middle School, Tianquan County. The donation will also establish 20 “Happy Sports Classrooms” for 20 primary schools in the area, giving more than 6,000 students access to physical education.
In September 2013, Jaguar Land Rover partnered with the Royal Zoological Society Scotland (RZSS) to support the Giant Panda Research Symposium in Edinburgh. The event gathered over 65 prestigious experts to develop a five-year research plan for giant pandas, which will have global ramifications on how giant pandas are cared for in zoos around the world and in Chinese reserves. Following the Symposium, Jaguar Land Rover is working closely with RZSS on an education programme that will promote cross-cultural exchange.
Since 2012, Jaguar Land Rover China has partnered with the Shanghai Rugby Football Club to support the Sport For All programme. The programme works to enhance quality sports education for children, promoting the better health and physical development of local and migrant children in Shanghai. This year the Sport For All programme will offer holistic sports experiences for 14 selected primary schools in Shanghai reaching 3,500 children each week.
In 2011, Jaguar Land Rover China introduced the Apprentice Training Programme (ATP) to China which helps to foster high-caliber talent to support the Chinese auto industry’s critical need for qualified local technicians. The ATP is available to aspiring service technicians across the nation and about 500 individuals are expected to have graduated from the programme by 2015.
In addition to dedicating itself to CSR causes, Jaguar Land Rover China endeavours to drive the involvement of stakeholders in its programmes, particularly dealers. Jaguar Land Rover dealer partners were actively involved in the reconstruction of quake-stricken Ya’an as well as supporting treatment for children with cleft palates in China. In addition they also donated around RMB 2.5 million towards Land Rover’s “Journey of Discovery” campaign for a water sanitation project in Uganda.
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With its noble British heritage, innovative spirit and customer-driven focus, Jaguar Land Rover is taking great strides to become a reliable long-term partner and a top premium brand in China. Jaguar Land Rover will remain at the forefront of the premium car industry as it writes a new chapter in its long and distinguished history.
