Iconic automaker exudes confidence in China

Jaguar is presenting its new XE at the Chengdu Motor show. Priced from 398,000 yuan ($62,645), the XE went on sale in China on Sept 1. [Photo provided to China Daily]

Jaguar Land Rover is confident the model will establish its position in the SUV segment in the Chinese market through its leading versatility, capability and progressive design.

The China-based production of the Discovery Sport follows that of the Range Rover Evoque, which was Jaguar Land Rover's first car to be built in China. Both vehicles symbolize the company's move from a focus on importing cars to local manufacturing in China. This strategic shift underscores the importance the British auto manufacturer has placed on the Chinese market and the great confidence it has for its long-term prospects.

"Localization is one of our priorities to consolidate our position in the market. Localized models can better meet demands of Chinese customers and offer them products with world-class quality and better value," said James Hu, deputy president of Jaguar Land Rover China and Chery Jaguar Land Rover's Integrated Marketing, sales and services. "We have an enduring commitment to our Chinese customers, and we are focused on giving them greater convenience and benefits."

To complement its reinvigorated lineup of vehicles, the company has adopted a number of other strategic adjustments in the Chinese market.

One of its major decisions has been to authorize and empower the Integrated Marketing, sales and service department. By giving the department a larger say, the company has enhanced communication and cooperation with its dealers and created a strong base for future sales growth.

"Together with our dealer partners, we are confident that we will lead Jaguar Land Rover into a brighter future in China," said Bishop.

With a refreshed and more diverse product lineup on the horizon, strengthened dealer partnerships, an enduring customer first approach, and an Integrated Marketing, sales and service management team that is steadfast in its commitment to the Chinese market, Jaguar Land Rover has every right to feel confident. It is envisaging a brighter future for its historic brand in the largest car market in the world.