Recently, Jaguar Land Rover announced that its sales in the Chinese market in 2023 have achieved remarkable results, with annual sales increasing by 25% year-on-year to 106377 units, marking Jaguar Land Rover's strong performance in the Chinese market. This achievement was made possible by Jaguar Land Rover's deep localization in the Chinese market, the launch of a "rebranding" strategy, and the successful launch of a series of new models that have been well received by consumers.
In April, Jaguar Land Rover announced the launch of its "rebranding" strategy, which divides Range Rover, Defender, Discovery and Jaguar into four separate brand families. The 25% year-on-year increase in sales for the full year is further proof of the successful implementation of this strategy. The Range Rover brand was particularly strong, with a 31% year-on-year increase, with the successful launch of two new modern luxury models, Range Rover and Range Rover Sport, which won critical acclaim.
The Defender brand has also achieved remarkable results in 2023, especially with the launch of the Defender 130 model, which marks the completion of the 75-year-old brand family in the Chinese market. Nearly 20,000 units were sold throughout the year, a year-on-year increase of 59%, of which the Defender 110 model made a significant contribution.
The Discovery brand and the Jaguar brand also achieved growth under the "rebranding" strategy, with the annual sales of the Discovery model increasing by 14% year-on-year, and the Jaguar brand achieving a year-on-year increase of 23%. Wu Chen, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Agency, said: "The four unique brand families will help Jaguar Land Rover finish 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. ”
Looking back on 2023, Jaguar Land Rover has launched more than 10 new models, including flagship products that lead the market segment, as well as personalized choices such as Range Rover SV and the full range of V8 Defender. At the same time, Jaguar Land Rover not only lays out retail stores and Range Rover haute couture centers in the Chinese market, but also continues to innovate in the lower touch points to provide users with more diverse and luxurious experience scenarios.
Ma Zhenshan, Executive Vice President of Chery Jaguar Land Rover Automobile*** and Executive Vice President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, said: "We have always adhered to innovation and deep localization, so as to build cars for the Chinese market and Chinese users. The continuous sharpening of brand power and product power has allowed us to achieve steady growth in 2023. In the future, Jaguar Land Rover will fully leverage the potential of local innovation and deeply integrate its products and services to continue to create a pure British luxury experience for Chinese users. ”
Over the past year, Jaguar Land Rover has also successfully established long-term brand value through a series of marketing activities, such as the "Immersive Range Rover Sport Journey", the 75th anniversary celebration of the Defender brand, and the "Snowsport Journey" themed event, which deeply interprets the flagship charm of "neo-modern luxury" and the "winning as an exemplary" lifestyle.
Looking ahead to 2024, Jaguar Land Rover will continue to implement the "Reinventing the Future" strategy, strengthen the unique positioning of the four brands, strengthen local R&D, launch new products and services more suitable for Chinese users, and continue to lead the trend of "New Modern Luxury" to provide Chinese consumers with a unique automotive experience.