That Chery Jaguar Land Rover is back

In April, when the epidemic situation improved, Chery Jaguar Land Rover's wholesale sales increased by 125.54% month-on-month and 40.99% year-on-year. In May, wholesale sales also improved, increasing by 24.20% month-on-month and 38.30% year-on-year; however, following the excellent sales performance in April and May, Chery Jaguar Land Rover also achieved a significant increase in sales in June, achieving three consecutive months of month-on-month growth. Chery Jaguar Land Rover's sales maintained strong momentum throughout the second quarter, with year-on-year growth of approximately 15% and month-on-month growth of 162.61%.

Chery Jaguar Land Rover's growth in the second quarter did not stop but further accelerated in the third quarter.

In July and August, considered the off-season for sales, Chery Jaguar Land Rover's wholesale sales increased year-on-year by 44.95% and 28.71%, respectively. September, often considered a peak sales month, saw even better results, with a year-on-year increase of 30.02%, setting a new monthly sales record since 2020.

Despite the significant impact of the epidemic this year, Chery Jaguar Land Rover, leveraging its strong system capabilities and new product strength, achieved a 7.68% year-on-year increase in overall sales in the first three quarters. This growth rate not only outperformed the market but also exceeded Chery Jaguar Land Rover's own expectations.

Why has Chery Jaguar Land Rover defied the market trend?

Chery Jaguar Land Rover's growth was not easily achieved.

In addition to overall market growth, this outstanding sales performance is attributable to the robust product strength that has earned consumer trust. Committed to becoming a leading innovator in China's high-end automotive market, Chery Jaguar Land Rover has consistently listened to the Chinese market since its inception, continuously enriching its product portfolio and upgrading product quality.

After fulfilling its promise of "five new models in three years," Chery Jaguar Land Rover entered a new development phase, launching the all-new Range Rover Evoque, the all-new Jaguar XEL, and the all-new Land Rover Discovery Sport. Through a constantly evolving product portfolio, it fully meets the needs of Chinese consumers in the luxury car segment. Its models have increasingly won the favor of Chinese consumers and account for about 60% of Jaguar Land Rover's total sales in China.

For example, targeting young urban professionals who value both work and play, the all-new Jaguar XEL, with its innovative "inner and outer refinement, comprehensive evolution" concept, expands the boundaries of the luxury sports sedan segment. It innovatively adopts a "two-in-one" exterior design, including elegant and sporty series, to meet the diverse aesthetic preferences of Chinese consumers.

This rapid adjustment capability is the driving force behind Chery Jaguar Land Rover's rapid sales growth. The rapidly iterating product portfolio fully meets consumer demand in the luxury car segment. Since the second half of last year, the launch of models including the all-new Range Rover Evoque, the all-new Jaguar XEL, and the all-new Land Rover Discovery Sport has brought consumers a truly authentic British experience from Jaguar Land Rover.

Change is the driving force behind Chery Jaguar Land Rover, but what truly resonates with consumers is the authentic British experience it offers. Chery Jaguar Land Rover integrates global system strength with localized insights, continuously innovating product forms, deepening its dual-brand strategy, and continuously leading the upgrade of the consumer market to create an experience that surpasses expectations for Chinese consumers.

Whether in design, materials, driving experience, or after-sales service, Chery Jaguar Land Rover is truly bringing the brand "back to British roots." It can be said that Chery Jaguar Land Rover has found its fast track to growth, creating its own golden age.

System strength is always the key to success.

The determination to change is half the battle, but only half.

Without strong system capabilities, it would be impossible for Chery Jaguar Land Rover to make such significant adjustments in such a short time. If firm belief is the "software" of success, then strong system capabilities are the "hardware." Success requires both.

Strong system competitiveness not only compensates for shortcomings but also creates strengths. For Chery Jaguar Land Rover, which has been operating in the Chinese market for less than 10 years, this is key to sustainable development. Undoubtedly, strong system strength is crucial for Chery Jaguar Land Rover to seize future opportunities.

As Jaguar Land Rover's global model factory, the Chery Jaguar Land Rover Changshu production base is Jaguar Land Rover's first vehicle production base outside the UK. It adopts Jaguar Land Rover's globally unified manufacturing and technical standards and supplier management standards, boasting four leading domestic vehicle workshops. Its all-aluminum workshop is also the first dedicated all-aluminum body workshop in China.

The factory's R&D system has established a complete vehicle R&D value chain, from product planning, styling design, project management, processes, and systems to engineering development, vehicle trial production testing, and certification. Especially in quality control, Chery Jaguar Land Rover adheres to strict standards. Its quality center includes a three-coordinate measuring room, dynamic evaluation, and welding dissection room, using advanced quality data acquisition to manage product review, control, and gauge calibration, constantly improving quality through rigorous testing.

In addition, Chery Jaguar Land Rover uses global quality to drive high-quality development. Some parts are still imported globally and assembled domestically. Anticipating the significant impact of the epidemic on the international supply chain and the potential for European suppliers to shut down completely, Chery Jaguar Land Rover proactively changed its approach and promptly implemented new logistics methods, replacing traditional sea freight with rail transport.

In June, the first batch of imported parts, with a total value of nearly 400 million yuan, arrived in Hefei via the China-Europe freight train from Europe and were then transported by land to the Chery Jaguar Land Rover Changshu production base. This marked the first time Chery Jaguar Land Rover used the China-Europe freight train to transport imported parts, ensuring the orderly progress of production and timely supply of parts during the epidemic.

Whether in procurement, R&D, manufacturing, quality, logistics, or localization, Chery Jaguar Land Rover's strong system capabilities enabled it to recover quickly and achieve growth despite the challenges of the epidemic. Driven by Chery Jaguar Land Rover's mature system, its product portfolio is constantly being improved and optimized. Eight years after its establishment, this daring and young joint venture has not only overcome challenges in the fiercely competitive luxury car market but has also established a firm foothold and entered a period of rapid development.

Furthermore, only this inherent strength can help Chery Jaguar Land Rover achieve breakthroughs in adversity and create a brighter future. More importantly, Chery Jaguar Land Rover is using its comprehensive system strength as a weapon to steadily advance toward higher market share and higher brand value.

Looking to the future, with the wave of electrification sweeping the globe, Chery Jaguar Land Rover is also actively promoting its electrification strategy. At the recent Beijing Auto Show, Chery Jaguar Land Rover's first new energy vehicle, the all-new Land Rover Discovery Sport P300e, made a dazzling appearance, demonstrating its efforts with forward-looking technology and comprehensive leading product strength. Built on the advanced PTA luxury transverse engine platform, the all-new Land Rover Discovery Sport P300e boasts a complete electrified system layout, marking not only another milestone for Chery Jaguar Land Rover in the Chinese automotive market, but also a charge towards the new energy revolution.

With the continuous improvement of Chery Jaguar Land Rover's localization and brand premiumization in the future, and the efforts of more Chery Jaguar Land Rover people, the company will meet the more challenging future with greater enthusiasm. With the support of the system, Chery Jaguar Land Rover is ready for a brighter future.