Jaguar Gao Lunze: More Opportunities in Second and Third Tier Cities

After cancelling the five-year sales agency system, Jaguar encountered the spring in China. In the first half of the year, Jaguar China sold a total of 1,521 vehicles, an increase of more than 100% year-on-year.

Since June of this year, Jaguar China has made unprecedented adjustments in its business operations. In addition to the cancellation of the agency system and the establishment of a new sales company, Jaguar China has also established a new training center and expanded its sales network. It is worth mentioning that Lorenz Glaab, the former general manager of MINI China, who has served BMW Group for 11 years, has also been successfully recruited by Jaguar as the general manager of Jaguar China.

Reporter: After the establishment of a new sales company, what changes will Jaguar bring to China?

Gao Lunze: We invest a lot in service. In June of this year, we established a training center in Shanghai. The duty of this training center is to train distributor employees to improve service quality. Through market research, we noticed that Chinese customers pay great attention to after-sales service, so we invest a lot in service. In June of this year, we established a training center in Shanghai. The duty of this training center is to train distributor employees to improve service quality. We also have a lot of investment in after sales. Including training centers in Suzhou and Beijing, shortening the cycle of parts. From the network's point of view, we now have 35 dealers and will certainly expand in the future.

Reporter: Which provinces in China are the key markets for Jaguar?

Gao Lunze: From a regional perspective, coastal cities are still the sales leader. However, we are also actively developing second- and third-tier cities and actively expanding dealers' outlets. For example, in Sichuan Province, we will add a new outlet this year.

Reporter: Combining the experience of BMW, Mercedes-Benz and Audi in China, Chinese customers have a distinct feature of purchasing luxury cars: administrative and business models. This feature is even more apparent for customers who purchase luxury cars that sell for about 2 million yuan, and their age is usually above 45 years old. Jaguar cars usually give people a feeling of sports fashion. So how does Jaguar approach the purchase needs of Chinese customers' commercial luxury cars?

Gao Lunze: In fact, Jaguar is an executive-class sedan, designed specifically for business people. One of the simplest analogy is that XF is a very successful executive-class sedan. In a British magazine selection, XF beat many luxury car brands and won the title of the best executive-class sedan.