Auto Special: President: Jaguar Land Rover's first-quarter sales 'stunning'

The Range Rover Evoque, Land Rover's smallest, lightest and most sustainable model, was launched in November 2011 and delivered nearly 4,900 units in the first quarter of 2012. Photos Provided to China Daily

"Incredible" and "stunning" - these are the two words repeatedly used by Jaguar Land Rover (JLR) China President Bob Grace to describe the automaker's record sales performance in the first quarter of 2012.

Grace gave an exclusive interview to China Daily at the company's China headquarters in Shanghai - situated in the city's most extravagant business district and adjacent to the iconic architectural landmark, the Oriental Pearl TV Tower.

"2011 was a good year for Jaguar Land Rover China, but the first quarter of 2012 has been incredible," said Grace, who explained that the period's sales were "significantly more than double that of the same quarter in 2011."

"Following a spectacular year of growth in 2011, the company successfully sustained its strong momentum well into the first quarter of 2012 by selling nearly 18,000 Jaguar and Land Rover vehicles, a new record high for its quarterly sales in this market," he said.

Jaguar Land Rover's deliveries in the first quarter of 2012 not only surpassed its full-year sales in 2009, but also contributed to the successful conclusion of its most recent fiscal year, which ended in March. During that time, the company delivered more than 52,000 units, 76 percent more than in the previous fiscal year.

The achievement was "due in large part to our introduction of new products, which were met with great approval by Chinese customers," Grace said.

The Range Rover Evoque, which saw its China launch in November 2011, has been performing particularly well in the market, moving nearly 4,900 units in the first quarter of 2012.

As the smallest, lightest and most sustainable Land Rover, the Range Rover Evoque is poised to bring even more Chinese customers into its fold. The model presented a wider array of choices to Chinese customers, thus helping drive Land Rover's growth.

The Jaguar XJ 3.0, which premiered at last year's Shanghai Auto Show, also proved to be a hit, with its smaller engine that is well-suited for the taste of Chinese customers. Sales of the Jaguar brand were greatly fueled by the popularity of the XJ.

Tailor-made for the Chinese market, the Jaguar XJ 3.0 features a 3.0-liter engine that achieves fuel efficiency without compromising on performance. Such features have helped propel its sales in China, making it account for more than half of Jaguar's first quarter sales in 2012.

The upcoming Beijing Auto Show is set to witness a further augmentation in JLR's strong product line-up, Grace said, also revealing that the exhibition will be the stage of several model debuts for both brands.

Jaguar will showcase two new stunning models at the event, including the global unveiling of a new Jaguar XJ model and the China debut of the Jaguar C-X16 Concept.

The Land Rover brand also has a few tricks up its sleeve, with the world debut of the Range Rover Evoque Victoria Beckham Edition, a limited edition model co-designed by style icon and fashion designer, Victoria Beckham.

Also on display at the show will be the Land Rover Discovery, which recently hit a landmark as its 1 millionth unit rolled off the production line in the United Kingdom. The vehicle is already well into its 8,000-mile, 13-country "Journey of Discovery", a drive across the world that not only displays the model's all-terrain prowess, but also aims to raise about 1.5 million GBP for charity.

Another show highlight is Land Rover's China premiere of its new Defender DC100 Concept.

In addition to the launch of new products, Grace said getting the "basics" right is an important factor that has propelled the company's sales in China. He further explained that the success of the company lies in its ability to offer Chinese customers what they want, whether it be tailored products or top-notch after-sales services.

Aiming to shore up its position in China's German-dominated luxury auto market, JLR hopes to make a lasting connection with customers by offering them with tailor-made products and a distinguished JLR brand experience.

The company has amped up efforts to enhance its after-sales service through carefully planned training schemes and logistics optimization. It has already opened a fifth parts distribution center in the western Chinese metropolis of Chongqing to further strengthen its logistical network.

Throughout the year, it plans to supplement its sales success by guaranteeing maximum customer service satisfaction. To this end, it will establish a new regional office in Guangzhou as well as a third JLR Training Academy designed to hone the skills of its dealership staff, in the same city.

With initiatives such as the "Tailored Service Program" and "Service Advisor Competency Grand Prix", JLR hopes to further strengthen the service quality offered by its rapidly growing dealer network. The company recently appointed Baoxin Auto Group Limited, one of the leading local auto dealership groups, to be its authorized dealer in Xi'an and its 125th dealer in China.

With an extensive network in China, Grace is confident that the company will be able to carry on its strong sales success and growth in the market, estimating full-year sales of between 60,000 to 70,000 Jaguar and Land Rover vehicles for 2012.

But, he noted, "While our growth this year might not be as high as that of last year, our forecast for China's luxury auto segment is in line with analysts' estimates. We expect the sector to outperform the overall industry average this year, making it a very healthy business to go for." He went on to say, "I'm not pessimistic."

According to Grace, due to JLR's robust growth in the market so far, the company expects China to become Land Rover's biggest market within the next 12 months, while it will take about 24 months for it to become the largest for Jaguar.

"I have no doubt that within a reasonable time, both brands will find China to be their biggest market worldwide," he said.

xuxiao@chinadaily.com.cn

(China Daily 04/19/2012 page15)