In 2023, Jaguar Land Rover achieved excellent sales performance in the world's largest automotive market.
On January 8, the British luxury automaker announced the company's new car sales results in the Chinese market last year.
According to the data, Jaguar Land Rover will deliver a total of 106377 new cars to Chinese customers in 2023, a year-on-year increase of up to 25% compared with 2022.
This figure is stronger than the overall growth of the Chinese auto market.
According to the ** data released by the China Association on December 11, the total sales of automobiles in China are expected to reach 30 million in 2023, a year-on-year increase of 117%。
Jaguar Land Rover attributed this impressive sales performance in part to the company's rebranding strategy, which was launched in April last year.
In line with the above plan, Jaguar Land Rover has now re-divided its Jaguar and Land Rover brands into four independent brand families, including Range Rover, Defender, Discovery and Jaguar.
Jaguar Land Rover has clearly positioned itself among the four brands, while also building a high degree of synergy in line with its "Reinventing the Future" strategy.
In terms of positioning, the Range Rover brand is designed for highly successful and hard-working leadersThe Guardian brand emphasizes courage and is aimed at successful people who are brave enough to take risks and are keen to explore different worldsThe Discovery brand aims to create a car for every family that enjoys the moment through the outstanding versatility of its productsThe Jaguar brand, on the other hand, emphasizes the expression of individuality and aims to attract users with unique and unrepeatable values.
In the past year, the four major brands that have undergone a reinvention have all achieved good product sales performance.
For the whole year of 2023, the cumulative delivery volume of Range Rover and Range Rover Sport models under the Range Rover brand exceeded 25,000 units, a year-on-year increase of more than 30% to 31%.Nearly 20,000 new vehicles were sold under the Defender brand, a year-on-year increase of 59%.The Discovery and Jaguar brands grew by 14% and 23% year-on-year, respectively.
In addition to the rebranding at the macro level, the continuous and high-frequency launch of new cars is also considered to be an important factor in Jaguar Land Rover's sales leap in China.
In 2023, the Range Rover brand has updated its two new modern luxury masterpieces, the Range Rover and Range Rover Sport, while the Defender 130 model was launched earlier last year. The Discovery and Jaguar brands have also launched a number of new products.
By the end of 2023, the number of new cars launched by Jaguar Land Rover's four major brands in the Chinese market exceeded 10.
The unique four brand families helped Jaguar Land Rover end 2023 with considerable market growth. The rebranding will further strengthen Jaguar Land Rover's corporate goal of becoming the world's leading manufacturer of neo-modern luxury. Wu Chen, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, said.
In addition to products, Jaguar Land Rover's competitive advantage in the areas of service and local cooperation has been reflected in its 2023 performance.
In the past year, Jaguar Land Rover's world's first standard retail store with "New Modern Luxury" and Range Rover Haute Couture have been launched in China, so that the "New Modern Luxury" advocated by the luxury car manufacturer has been accurately and concretely conveyed to users.
On the other hand, the efficient collaboration with local partners has also helped its joint venture Chery Jaguar Land Rover in China usher in the milestone moment of the 500,000th vehicle off the assembly line. In 2023, Jaguar Land Rover achieved a 6% increase in sales volume through a joint venture in China to localize its products.
Wu Chen said that in 2024, Jaguar Land Rover will continue to increase its product launch offensive and further improve its customer experience touchpoints in China by strengthening cooperation with dealers.
In addition, the value enhancement and sustainable growth of the four brands will be the focus of Jaguar Land Rover's future operations in China.
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*: Jaguar Land Rover.