A Decade of Excellence, A New Journey Embracing Innovation
Chery Jaguar Land Rover Geared up to Depart Again
  • ・At the 10th anniversary of its founding, Chery Jaguar Land Rover ushered in a new milestone while deeply committing to the Chinese market
  • ・With the leapfrog high-quality development, Chery Jaguar Land Rover has become the paradigm of premium automotive manufacturing through a decade of excellence
  • ・Chery Jaguar Land Rover will adhere to being user-centric, and promote localisation strategies and digital upgrading

 [November 16th, 2022, Shanghai] Today, Chery Jaguar Land Rover Automotive Co., Ltd. (hereinafter referred to as “Chery Jaguar Land Rover”) ushered in the milestone of the 10th anniversary. After a decade of development from founding to leading, Chery Jaguar Land Rover has been constructed into the paradigm of premium automotive manufacturing with outstanding strength, creating British luxury experience exceeding expectations continuously. Standing at the new start point of the 10th anniversary, from advancing to pioneering, under the corporate vision of “to be the leading premium automotive company in China, providing aspirational customer experience”, Chery Jaguar Land Rover will demonstrate the unique charm of the “New Modern Luxury” and commit to providing products with global unified quality and services for the Chinese market.

Looking into the future, Brian Stone, Acting President of Chery Jaguar Land Rover Co., Ltd., states that “We will continue to promote localisation strategies, accelerate digital upgrading, drive into a new chapter of Modern Luxury by intelligent manufacturing, and keep innovating to drive further development of the company.”

Ma Zhenshan, Deputy President of Chery Jaguar Land Rover Co., Ltd., Deputy President of Integrated Marketing Sales and Service of Jaguar Land Rover China and Chery Jaguar Land Rover (IMSS), emphasises that, “Chery Jaguar Land Rover has adhered to the concept of ‘customer-focused’ for the whole decade and continuously enhanced its real strength. The company will continue to stay customer-focused, embrace innovations and continuously explore the driving force of its own development, to offer more forward-looking products and better business, and constantly meet the interests and needs of Chinese consumers.”

A Decade of Steady Progress, Achieving Excellence with Real Strength

Since its founding in 2012, as China’s first Sino-British premium automotive joint venture, Chery Jaguar Land Rover has experienced leapfrog development. From solidifying the foundation initially to the phase of “high-speed growth”, and to the current phase of “high-quality development”, Chery Jaguar Land Rover has not only steadily stored the strong system strength to deal with the uncertainties in the era, but also accumulated the extraordinary resilience to press ahead against the trend in the winter, and furthermore, it has won the recognition of numerous Chinese consumers.

The previous 10 years witnessed a process of “creating” from scratch to excellence. Chery Jaguar Land Rover has established and completed a global management system with six pillars, including R&D System, Purchasing System, Manufacturing System, Quality System, Logistics System and Talent System. Based on the strong system strength, through the continuous introduction of the cutting-edge products and technologies, Chery Jaguar Land Rover has been leading China’s premium automotive market with the excellent strength.

Starting production in 2014, Chery Jaguar Land Rover Changshu Plant is a global flagship plant of Jaguar Land Rover. Up to now, there have been over 450,000 new cars produced at Chery Jaguar Land Rover Changshu Plant, highly favoured by Chinese consumers. In October 2014, the first domestic Jaguar Land Rover car was released; in 2016, China’s first purpose-built aluminium body shop was put into production, and in July 2017, Changshu Engine Plant officially commenced business; in June 2018, the Changshu Plant Phase Ⅱ was officially launched; and in 2020, the production access review of new energy vehicles was approved by the national Ministry of Industry and Information Technology. By continuously improving its manufacturing capabilities, Chery Jaguar Land Rover is keen to to create the globally renowned quality.

More than that, Chery Jaguar Land Rover is also upgrading intelligent manufacturing through digital technology, to firmly grasp the needs of Chinese consumers. Right after its founding, Chery Jaguar Land Rover took the lead in applying the industrial Internet. In the past decade, it was insistent on combining the advantages of the traditional automotive industry and intelligent manufacturing, applying the 5G technology, virtual manufacturing and other emerging integrated technologies in advance. As early as 2016, Chery Jaguar Land Rover pioneered in the introduction of the advanced, intelligent and environmental-friendly premium aluminium technology, and became a leader of all aluminium technology in the domestic automotive industry, making tremendous contributions to developing lightweight technology in China’s automotive industry.

Ploughing deeply for 10 years, Chery Jaguar Land Rover actively listen to the Voice of China, and continuously improved the product layout. The official release of the domestic Range Rover Evoque in 2015 marked the beginning for Chery Jaguar Land Rover to deliver products to Chinese consumers. Up to now, Chery Jaguar Land Rover owns five powerful models, including Range Rover Evoque L (incl. PHEV), Land Rover Discovery Sport (incl. PHEV), Jaguar XFL, Jaguar XEL and Jaguar E-PACE, as well as the Ingenium Engine Family. Chery Jaguar Land Rover has constantly innovated product forms. Focused on Jaguar and Land Rover, the two brands with unique British characteristic, while inheriting the classics, it persists in pioneering and innovating. Under the wave of new energy, Chery Jaguar Land Rover forges ahead with the trend and pursues the progress of electrification, enabling all its Land Rover models to provide new energy options. Established prospectively in 2018, the Chery Jaguar Land Rover Design Studio is also a significant link in taking the Voice of China strategy into practice, which upgraded the localised design for several new models to meet the needs of the Chinese market in recent years.

Proven by the past decade, Chery Jaguar Land Rover shows more vitality and excellent values. With the high-quality products and services, Chery Jaguar Land Rover has been recognised by authoritative institutions for several times. Not only was the Changshu Plant awarded as the “National Green Factory” by the Ministry of Industry and Information Technology in 2021, but Chery Jaguar Land Rover also received honorary titles, such as “Top Employer China 2022” by Top Employers Institute, a global outstanding employer research institution, and 2021 Aon Healthiest Employer Award. Furthermore, the Land Rover brand has won authoritative honours, including the second place in the J.D.Power China Customer Service IndexSM (CSI), for four straight years.

Gearing up for the Future, Departing for the New Journey with Glory

As time fleeing to the 10th anniversary, Chery Jaguar Land Rover has been prepared for the new development phase of the next decade with the ten-year accumulation, rather than being stopped by the current achievements. Practicing the “customer-focused” concept, Chery Jaguar Land Rover will stick to meeting consumer needs by focusing on users, lead the electrification era with intelligence, and continue to serve China’s automotive market with advanced intelligent manufacturing and excellent products and services.

With the scientific and technological development in the new era, technological progress is empowering people’s wellbeing and renovating user experience. As an outstanding leader in China’s premium automotive market, Chery Jaguar Land Rover is one of the earliest in the industry to adopt an “end to end” based manufacturing execution system (MES). Also, the customised order production has been realised through digital technology. In addition, it is equipped with green intelligent manufacturing, low-carbon development, energy management, etc. In the future, Chery Jaguar Land Rover will continue to explore advanced technology, deeply integrate new technologies, such as industrial Internet, big data and  5G, and lead the industry with competitive differentiation. At the same time, while anchoring the “double-carbon” goal,  it will adhere to modern green manufacturing, and facilitate the healthy and sustainable development of the industry.

Since this year, Chery Jaguar Land Rover has launched several new models within over two months, including the all-new Land Rover Discovery Sport Metropolitan Edition, 22MY Jaguar XFL and Jaguar XEL and 22MY Range Rover Evoque L, in order to leverage market needs with a strong product portfolio. Chery Jaguar Land Rover will further promote localisation and upgrade its products, and create a more desirable travelling experience for consumers.

As the pandemic still lingers around, the automotive industry is faced with multiple challenges in supply chains. Leveraging the advantage of the global supply chain system to guarantee the parts supply, Chery Jaguar Land Rover will respond to the global strategy of “Reimagine” , awaken the power of local suppliers, and consolidate the important position of China’s supply chains in the world. Meanwhile, Chery Jaguar Land Rover will join hands with suppliers to promote supply chain risk management, product quality assurance, cutting-edge technology research and development and other dimensions, continue to enrich the supply chain layout with intelligent networking, automatic driving. all-terrain functional configuration, etc., and further enhance the competitiveness of the global supply chain system.

  Adhering to the enterprise development concept as “shared values”, ever since its founding, Chery Jaguar Land Rover has closely related enterprise development with the sustainable development of nature and society. To fulfil its responsibility, Chery Jaguar Land Rover will further explore social issues, and propose feasible solutions, taking social development as its commitment. At the same time, it will innovate content based on social needs and strengthen multi-party cooperation, to create values for customers, local society and the automotive industry in China. Chery Jaguar Land Rover will gain the momentum to leap forward through its persistence in sharing values with all stakeholders.

Forging ahead for 10 years, Chery Jaguar Land Rover has deeply rooted in the Chinese market, deepened the double-brand layout, and ran business with high efficiency and steadiness, continuously showing the “Modern Luxury” that satisfies the Chinese market more. What is past is prologue. This moment is taken as the fresh start point instead of the end. Facing the future, Chery Jaguar Land Rover will continue to integrate the Voice of China with its global system, provide the Chinese market with first-class models through global unified quality, stronger quality system and longer sustainable development, present the real British luxury to consumers, refresh premium brand products and experience, and promote the high-quality development of China’s automotive industry.