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Is JLR ready for a major change in the auto market?

From:Internet Info Agency 2021-03-01 15:41:44

The release of Jaguar Land Rover will fully open the road of future travel. All models of Jaguar and Land Rover will gradually provide pure electric products and achieve net zero carbon emissions by 2039. So what measures will Jaguar Land Rover take during the implementation of the strategy?

Since Karl Benz invented the automobile in 1885, the automobile industry has never been the intersection of so many technological changes, involving many industries such as energy, transportation, communications, and the Internet. The resulting wave of the four new automotive modernizations has ushered in a major change in the automotive industry that has not been seen in a century.

In order to meet the challenge, Jaguar Land Rover recently released a new global strategy called " Reimagine". Based on this strategy, Jaguar Land Rover will fully open the road of future travel. All models of Jaguar and Land Rover will gradually provide pure electric products, and our aim is to achieve net zero carbon emissions across our supply chain, products and operations by 2039. After the release of the new strategy, Jaguar Land Rover's CEO Thierry Bolloré accepted an exclusive interview with IIA Senior Vice President Li San and had an in-depth dialogue on topics including the new strategy.

How to advance the electrification?

In the "Reimagine" strategic plan, within the next ten years, all models of Jaguar and Land Rover brands will provide pure electric versions. At that time, about 60% of Land Rover models had achieved zero exhaust emissions, and the Jaguar brand had become a fully electric luxury car brand.

Thierry Bolloré said: Two brands. Two distinct personalities. Both connected by the elements of quality and sustainability that underpin Jaguar Land Rover’s future of modern luxury by design. This is our Reimagine Strategy.

In the changes that promote the transformation of electrification, Jaguar and Land Rover have a different division of labor. Among them, the electric transformation of the Land Rover brand will continue its position as the creator of all-terrain SUVs and continue to connect with consumers in the spirit of adventure. In the next five years, the Land Rover brand will launch six pure electric models, of which the first Land Rover brand pure electric model will be launched in 2024.

The Jaguar brand will be fully upgraded to become an electrified luxury brand in the transformation of electrification. Its goal is to fully release the brand's potential, interpret a new luxury positioning, and continue to use its highly emotional and attractive design and pioneering new technology to allow all customers to obtain a unique lifestyle from it.

In addition, the strategic plan also shows that the future Land Rover brand will adopt a new MLA luxury electric architecture, compatible with electric internal combustion engine systems, and also support pure electric models, and the future models of the Jaguar brand will be completely tailored based on the brand-specific pure electric platform , Jianzhi will realize a reborn transformation in 2025 and fully upgrade to an electric luxury brand.

Increase investment and continue to improve product competitiveness.

For the smooth implementation of strategic transformation, any giant multinational company will be under huge financial pressure in a short period of time, and Jaguar Land Rover is no exception. Fortunately, judging from the latest financial report released by Jaguar Land Rover, its key indicators such as revenue, profit and cash flow are constantly improving.

Jaguar Land Rover’s 2020/21 fiscal third quarter results show that its global sales reached 128,469 vehicles, revenue reached 6 billion pounds (approximately 53.6 billion yuan), and pre-tax profit was 439 million pounds (approximately 3.9 billion yuan). , An increase of about 38% year-on-year. Among them, sales in the Chinese market increased by 19.1% year-on-year, which played a key role in the improvement of key indicators such as revenue, profit and cash flow.

"What I can tell you now is that the design of Jaguar models in the future is definitely unique. At the same time, it will still follow its brand's unique tonality and unique avant-garde design style. We will use industry-leading technology, sensibility and enrichment. The design helps the Jaguar brand bring amazing and beautiful works.” Sufficient financial support gives Thierry Bolloré full of confidence in future product development.

Regarding Land Rover's first pure electric model will be available in 2024, is it too late? Thierry Bolloré gave a negative answer. "Land Rover will launch the first pure electric vehicle in 2024. The timing is just right. It will be the Land Rover that everyone has always liked. It will be the world's first pure all-terrain pure electric vehicle. We will once again set a precedent in the industry." Thierry Bolloré has full confidence in the future of Land Rover's pure electric models.

It is reported that in the future, Jaguar Land Rover will continue to invest about 2.5 billion pounds a year, focusing on the research and development of improving electrification technology, developing vehicle interconnection services that enhance the car experience, and big data technology to optimize the complete ecosystem of vehicle use. On this basis, Jaguar Land Rover will achieve economies of scale by building a modular dedicated electric vehicle platform architecture.

For example, the Land Rover brand will adopt the new MLA electric architecture and the EMA luxury electric module architecture, which is compatible with electric internal combustion engine systems. The application of the new platform will help Jaguar Land Rover reduce costs, improve product competitiveness and increase profits.

The Chinese market will play a central role in our new strategy.

"China is undoubtedly the most important market for Jaguar Land Rover, not only because of the size of the Chinese market, but also because China leads the development trend of the auto market. At the same time, the auto trend in the Chinese market is becoming more luxurious and the market is full of vitality."

As we all know, since entering the Chinese market in 2010, Jaguar Land Rover has continued to deepen the market, insisting on meeting the needs of Chinese consumers with products and innovative technologies, and achieving Chinese speed in terms of localization. Since the first domestically produced model was introduced in 2015, five domestically produced vehicles have been rolled off the assembly line in three years, and the first engine factory outside of the UK has been built. This speed is unprecedented in the industry.

In the interview, Thierry Bolloré also expressed his high recognition of the Chinese team. He said that in the past year, COVID has posed a huge challenge to supply chain security. The Chinese team has made a great contribution to the stable operation of the global supply chain, ensuring efficient production and timely delivery of customer orders.

In fact, Jaguar Land Rover has cooperated with China's leading innovative technology companies in battery manufacturing, car networking, and autonomous driving a few years ago. At this stage, China is at the forefront of the world in terms of digitalization. Thierry Bolloré said that Jaguar Land Rover will further make full use of local resources and boldly cooperate. China will play a pioneering role in the implementation of the "Reimagine" global strategy.

In addition, Thierry Bolloré also said that after the epidemic is over, he will visit China as soon as possible and meet with Chinese colleagues, partners, investors, distributors, suppliers, customers and the media. He even plans to open a personal Chinese social media account to listen to more voices from users.

Summary: As the auto industry is undergoing major changes unseen in a century, the competition in the auto market is becoming increasingly fierce. Both Chinese independent brands and multinational auto brands are accelerating product layout and transformation and upgrading to respond to changes and strive to increase market share. At this moment, Jaguar Land Rover has released a new global strategy "Reimagine", which clarifies Jaguar Land Rover's electrification plan for the next ten years. It can be described as the right time. I believe that with the implementation of the new strategy, the future of Jaguar Land Rover will be brighter.

Editor:Yuan Honglei