On the fifth anniversary of Jaguar Land Rover's entry into China, the first Greater China CEO Gao Bo left the Chinese market. "Although considering the time sensitivity, Mr. Gao Bo himself hopes to say goodbye to the employees through this opportunity, we respect his choice." Jaguar Land Rover public relations department told the "Daily Economic News" reporter, July 1 Jaguar Land Rover On the fifth anniversary of China's celebration, Gao Bo announced that he was about to leave, and the official handover time was August 1. Electric Mountain Bike,Electric Mountain Bike Fat Tire Full Suspension,Electric Mountain Bike Full Suspension,Mountain Electric Bike FOSHAN GUANSEN BICYCLE TECHNOLOGY CO.,LTD. , https://www.hedatx.com
At this point, Jaguar Land Rover is in the middle of the topic. Although the sales volume in June has not yet been released, in the first five months of this year, Jaguar Land Rover, which has been the “flagman†of the growth of the luxury car market, has lost more than 20% of its sales in China. Jaguar Land Rover said that Gao Bo’s departure is not directly related to the performance of the Chinese market this year, but a variety of voices indicate that communication with Chinese shareholders is not good or an incentive.
In addition, Jaguar Land Rover said that it was not true for Bi Shaopu to temporarily serve as the president of Jaguar Land Rover Greater China. “It’s just that Bi Shaopu’s work on imported car sales overlaps with Gaobo.†The above-mentioned relevant person told the “Daily Economic News†reporter that it is indeed fully authorized to jointly market and import vehicles and IMs. The sales have increased its scope in terms of finance and market, but it does not mean that the CEO of IMSS can replace the president of Jaguar Land Rover Greater China.
On the day of Gaobo's departure, IMSS lowered the official guide price of domestic Aurora, starting from a price cut of 50,000 yuan, and other models down about 30,000 yuan. In this regard, a Jaguar Land Rover dealer said that objectively speaking, canceling the domestic Aurora sales task is a positive for the dealers' cash flow and solves the problem of pressure storage. But at the market level, poor sales are still the main reason for Jaguar Land Rover dealers' losses. As the performance of imported cars is equally unsatisfactory, dealers are still unpredictable for the performance in the second half of the year.
Role conversion "slow half shot"
After the loss of the domestic Aurora first battle, Jaguar Land Rover lost a high-growth aura that lasted for five years in the Chinese market. In July 2010, Jaguar Land Rover officially established a sales company. Since then, it has been a representative of the rapid growth of luxury cars. It has been hailed as the “golden five-year†for development in China. As the person in charge of the Chinese market, Gao Bo contributed.
In terms of sales, Jaguar Land Rover China only relied on imported cars, and the sales volume increased from 13,000 to 122,000, an increase of nearly 10 times. In 2014, Jaguar Land Rover China sold 100,000 vehicles for the first time, leading the second camp of luxury cars. In terms of channels, as of 2014, Jaguar Land Rover dealers have more than 200 dealers. According to previous planning, it will reach 300 in 2017, even more than ABB (Audi, BMW and Mercedes-Benz).
Earlier this year, the reporter of "Daily Economic News" was informed that due to the high expectations of domestic Aurora, Jaguar Land Rover has set a target of 160,000 vehicles in the overall downward trend of imported cars.
However, starting in January, the huge discounts of imported Aurora before the launch of domestic models have cast a shadow over this year's trend. In February, the high price of domestic Aurora came out to "sit on" the difficult trend of Jaguar Land Rover this year. Since then, the "3·15" exposure gearbox has been a hidden danger for the sales of Aurora. Since April, dealers who are unable to withstand inventory pressure began to cut prices. As of May, the domestic Aurora market caused by pricing failures broke out.
According to the analysis, Jaguar Land Rover, which has always enjoyed the rapid growth of the luxury car and SUV market, has responded to this market challenge as “slow half-shoot†and has become a passive source of this year.
First of all, in the market positioning, the high expectations of the Aurora brand made Jaguar Land Rover lose its dominant position from price to product strategy. A market analyst said that Jaguar Land Rover is expected to be too high for domestic sales, which makes the domestic Aurora the "last straw" to crush Jaguar Land Rover dealers.
Secondly, in terms of business policy, Jaguar Land Rover has almost no pre-judgment for dealers to respond to the role of domestic sales. In October last year, when the domestic Aurora officially went offline, the dealers knew almost nothing about the domestic Aurora. "Daily Economic News" reporters found that Jaguar Land Rover almost did not train dealers on domestic car sales, resulting in the domestic models concentrated in the store, the dealers faced huge inventory pressures, and had to choose to cut prices.
In addition, in the sales structure of Jaguar Land Rover and IMSS, according to the previous agreement, the sales of imported cars are handled by Jaguar Land Rover China, and the sales of domestic cars are handled by IMSS. However, due to the dispute over the right of dissent between the shareholders, this idea could not be smoothly implemented in the implementation process. Once the IMSS was ineffective, it could not cope with market changes in a timely manner. The sales of domestic Aurora were once in a state of “out of controlâ€.
The above problems work together, coupled with the continued decline in the imported car market, resulting in a sharp drop in sales of Jaguar Land Rover in China this year. It is reported that Gao Bo said on July 1 that it is indeed the most difficult period for Jaguar Land Rover to experience in China. Unfortunately, it is no longer possible to fight side by side with everyone.
Information from Jaguar Land Rover shows that in response to new changes in the Chinese market, the top management of both Jaguar Land Rover and Chery Motors has undergone a series of strategic adjustments. One of the most important decisions is the full authorization of IMSS.
It is difficult to break the price of "domestic curse"
IMSS was "full authorization" after the first job, that is, the domestic aurora "official", the price range from 448,000 yuan to 582,800 yuan, down to 398,000 yuan to 552,000 yuan. A Jaguar Land Rover Beijing dealer told the "Daily Economic News" reporter that the current domestic Aurora market discount is about 110,000 yuan.
In May of this year, the reporter investigated the performance of the domestic Aurora market, and proposed a series of programs such as subsidized dealers proposed by Jaguar Land Rover. The source of the domestic Aurora market problem lies in the failure of the pricing strategy and the need to adjust the price to face this problem.
At present, after IMSS dominates this price adjustment, it is crucial to establish dealers and consumers' confidence in domestic Aurora. In this regard, the analysis generally believes that the market "magic" brought by high-priced luxury cars is difficult to eliminate in the short term. Wang Hao, assistant secretary-general of the Automobile Dealers Chamber of Commerce and Industry of the National Federation of Industry and Commerce, said that just as the sales of BMW domestically produced models and the sales of the Mercedes-Benz sales integration in 2012 were low, the domestic process of Jaguar Land Rover also needs time to recover.
In this regard, the market level is clearly more anxious. “Subsidies are available every quarter, and this has not changed much compared to before.†The above-mentioned dealers told the Daily Economic News reporter. In response, the above-mentioned Jaguar Land Rover related person also said that "there are no subsidy figures disclosed at present."
IMSS President Bi Shaopu and Executive Vice President Hu Jun said in a joint response that Jaguar Land Rover and its distributors have maintained a cooperative and win-win partnership. They are strengthening the two-way communication mechanism with dealers and will try their best to coordinate resources of all parties. The actual situation in different regions provides strong support for dealer partners.
Some dealers said that the rebate can only make up for a small part of the previous losses, and it is still "not optimistic" for the market situation thereafter. It is understood that through the communication between dealers and enterprises, domestic Aurora canceled the sales task, that is to say, the inventory of domestic Aurora is reported by the dealers themselves, so as to alleviate the pressure of cash flow.
However, in the case that the new car sales situation is difficult to open, the domestic car is difficult to measure in the short term, and there is no after-sales service support, and the profitability of the dealer is still difficult. “The current market challenges are still not small,†said the Jaguar Land Rover dealer.
Bi Shaopu and Hu Jun said in a joint response, "In response to the macro situation in 2015 and the special stage of Jaguar Land Rover in China, the shareholders of both sides took the initiative to make strategic business adjustments. We did not blindly pursue sales and actively adjusted sales. Goal. Resolve inventory pressure in a timely manner and help dealer partners to 'burden'. At the same time, the new Jaguar XE and Land Rover discover that God can expand more market segments."
As a result, the Jaguar Land Rover in the “special stage†is still in the process of change. On the one hand, after being “fully authorizedâ€, the operational capabilities of IMSS will truly accept the market challenge; on the other hand, Jaguar Land Rover, which is undergoing “role switchingâ€, is also a crucial moment to open the next five years of gold.