捷豹XFL媒体沟通会.pptx

1、捷豹XFL媒体沟通会奇瑞捷豹路虎汽车有限公司总裁President,CJLR戴 慕 瑞Mr.Murray Dietsch捷豹路虎中国|奇瑞捷豹路虎联合市场销售与服务机构总裁President,IMSS毕 少 朴Mr.Mark Bishop2010-2015年各细分市场实际市场份额变化Actual market share changes of segment market from 2010 to 2015中大型豪华车市场主流品牌2016年上半年增长率排行Growth rate list of mainstream brands in middle-large size premium car

2、 market in the first half of 2016Lincoln190%5.9%7.9%34.0%19.0%27.0%16.1%6.3%4.0%0.0%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%AudiBMWBenzJaguar Land RoverLexusCadillacVolvoPorscheInfiniti着眼于企业和品牌与用户更长久的关联 Focus on developing a stronger connection among CJLR,product,brand and consumers捷豹XFLJaguar XF

3、L路虎发现神行 Land Rover Discovery Sport路虎揽胜极光Range Rover Evoque性能美学The Art of Performance中国定制 全球首发Tailor-made for China,globe debuts以“L”致敬中国消费者Jaguar XFL salutes to Chinese consumers by“L”奇瑞捷豹路虎常熟工厂CJLR CHANGSHU PLANT捷豹路虎首个英国本土以外的整车制造工厂最先进、最高效的汽车生产基地之一CJLR Changshu plant is the first car plant of Jaguar

4、Land Rover outside UK,and is one of the most advanced and most efficient car plants in the world90%自动化率高达90%，创全球领先水平An automation rate of 90%,one of the highest rates among any similar facility in the world3秒 拥有世界上最先进的伺服压机线，可达20SPM，即每3秒出1个件The worlds most advanced servo press line,maximum speed of 2

5、0 SPM,or one part processed in every 3 seconds4秒 国内最快的机械压机线，可达15SPM，即每4秒钟生产一个成品The fastest mechanical press line in China,maximum speed of 15 SPM,or one product finished in every 4 seconds冲压车间Press Shop 国内首家专制全铝车身车间CJLR features the first aluminum car body shop in China 焊装车间Body Shop 307台 焊装车间拥有307台

6、“瑞典ABB”自动化机器人A total of 307 ABB robots are in service 120秒 平均120秒焊装完成一台车The average time of welding work for one car is just 120 seconds3种 可同时实现三种不同车型的共线生产 A total of three different vehicles can be processed simultaneously 全球最先进的铆接胶合技术和设备Most advanced self-pierce riveting and adhesive joining techn

7、ologies335台机器人，自动化率高达100%335 robots 100%Automatic Ratio自冲铆接机器人数量为232套，国内最多232 SPR robots,the most robots owned by OEM in China,涂装车间Paint Shop 0排放 先进的RO-DIP前处理和电泳工艺使废水排放接近零The advanced RO-DIP system enhances overall cleanliness levels while simultaneously nearly eliminating wastewater discharge95%采用全

8、球最先进的干式喷漆系统，实现高达95%的空气可循环利用，节省60%的能源，同时采用水性环保涂料The advanced Dry Scrubber Spray System allows for 95%of all air to be recycled and achieves energy savings of 60%.Furthermore,the Shop also uses advanced eco-friendly water-based paint that helps greatly reduce pollution.总装车间Trim&Final Shop 国内首创合装过程中采用的

9、滑柱动态移动及定位技术为国内首创，领先于国内同行业竞争对手。Highly sophisticated dynamic strut movement and locating system technology,which was first created and used in China,allow for performance that far surpasses similar facilities used by competitors 品质监控通过ANDON系统、VCATS电子模块系统、以及无线射频车辆追溯技术，严格监控确保产品品质。The advanced delivery s

10、ystem,ANDON system,VCATS electronic detection system and RFID vehicle tracking technology enable the Shop to strictly monitor and ensure product quality.4立柱振动试验 近10周的强化路道路模拟耐久试验 相当于国内襄阳试车场强化路12000公里耐久试验 相当于用户综合道路行驶25万公里涉水试验 试验场地：广德试验场，包含深水缓行、倒车项目，快速冲水误操作模拟 最大涉水深度：450mm 最大冲水车速：65km/h极限工况试验 试验场地：中汽中心盐

11、城试验场，专为捷豹项目建造 试验项目：跳坡试验、方坑试验、路缘石冲击试验全天候气气候舒适性试验 实验场地：同济大学环境风洞 试验模拟实际的温度、光照，温度区间-1843，包括空调性能试验、暖风性能试验、除霜除雾试验等开闭件耐久试验 模拟客户实际使用的动作和过程 模拟客户使用环境温度，从极寒到极热（-40 到+82）的多个温度的交变循环 模拟客户使用周期相当于10年（或相当于240000Km）的验证 钣金台架的静态刚度、静态强度的结构性能验证4 Column Vibration Test Durability test of Reinforced Road Simulation in recen

12、t 10 weeks Equivalent to the domestic Xiangyang test field to strengthen the road 12000 km endurance test Equivalent to the users comprehensive road 250,000 kmWading Test Proving ground：Guangde,including Deep Water,Reverse project and Rapid flushing operation error simulation Maximum wading depth：45

13、0mm Maximum speed of flushing：65km/hLimiting Condition Test Proving ground：CATARC Yancheng Automotive Proving Ground,built for Jaguar project Jump slope test,square pit test,curb rock impact testAir Climate Comfort Test Proving ground：Environmental wind tunnel of Tongji University Simulation test of

14、 the actual temperature,illumination,temperature range of-18 to 43,including air conditioning performance test,heater performance test,defrosting defogging testOpening&Closing Parts Durability Test Simulate the action and process of the actual use of the customer Simulation of customers using the am

15、bient temperature,from extremely cold to hot(-40 to+82)multiple temperature cycling Simulation of the customer service cycle is equivalent to 10 years(or equivalent to 240000Km)verification Structural performance verification of static stiffness and static strength of sheet metal frame英伦血统British Li

16、neage全球品质 World Class Quality共享价值Shared Values奇瑞捷豹路虎汽车有限公司常务副总裁Deputy President,CJLR陈 雪 峰Mr.Chris Chen捷豹路虎中国|奇瑞捷豹路虎联合市场销售与服务机构常务副总裁Deputy President,IMSS胡 俊 Mr.James Hu数据来源Data source汽车消费主体年轻化趋势明显Young Generation Become Mainstream Group in Car Consumption宝马5系 L奔驰E-Class L奥迪A6 L核心洞察理性消费群体理性消费群体理性消费群体基

17、础信息男性为主30岁左右已婚，有子女传统行业中高层或自有产业者教育水平相对较低（55%大学以下）男性为主30岁左右已婚，有子女传统产业中高层或自有产业者男性30岁以上已婚，有子女传统产业中高层或自有产业者教育水平相对较低（60%大学以下）同级收入水平相对较低生活方式和态度成熟、稳定的生活阶段追求保险的选择有性格受他人影响较小寻求工作生活/家庭的平衡追求有形的享受成熟、稳定的生活阶段追求保险的选择彰显成功跟随主流追求有形的享受成熟、稳定的生活阶段追求保险的选择低调，追求高识别度跟随主流追求有形的享受购车前的考虑要素感性需求适合自己的品牌形象保险的选择，跟随主流彰显性格理性需求运动化设计奢华，宽绰

18、空间驾驶性能良好感性需求高识别度的品牌保险的选择，跟随主流理性需求大气/霸气设计适合商务用途奢华，宽绰空间舒适感性需求高识别度的品牌保险的选择，跟随主流低调理性需求低调的设计宽绰空间舒适选择理由品牌-高识别度，保险的选择运动化设计驾驶性能良好品牌-高识别度，保险的选择大气外观，奢华内饰，适合商务用途品牌-高识别度，保险的选择低调的设计尺寸性价比高过往车辆拥有情况半数增购，1/3更新6%-7%是豪华品牌车主主要是三厢轿车车主半数增购，1/3更新超过10%是豪华品牌车主主要是三厢轿车车主40%增购，1/3更新6%-7%是豪华品牌车主主要是三厢轿车车主传统中大型豪华轿车消费群体的洞察BMW Seri

19、es 5 Benz E-Class LAudi A6 LKey insightRational consumerRational consumerRational consumer Basic informationMainly maleAged around 30 Married with childMiddle or senior executives or entrepreneurLess educated（55%without college degree）Mainly maleAged around 30Married with childMiddle or senior execu

20、tives or entrepreneurMale Aged above 30Married with childMiddle or senior executives or entrepreneurLess educated（60%without college degree）同级收入水平相对较低Lifestyle and attitudeMature and stablePursue safe choiceLess influenced by otherspursue balance between work and familyPursue tangible enjoymentMatur

21、e and stablePursue safe choiceFollow the mainstreamPursue tangible enjoymentMature and stablePursue safe choiceFollow the mainstreamPursue tangible enjoymentConsideration in car purchaseEmotional demands:Appropriate brand image Safe and mainstream choiceExpressing personalityRational demands:Dynamic

22、 designPremium and spaciousExcellent driving performance Emotional demands:Highly recognized brand image Safe and mainstream choiceRational demands:Domineering designBusiness usage purposePremium and spaciouscomfortableRational demands:Highly recognized brand image Safe and mainstream choiceLow prof

23、ileRational demands:Low profile designspaciousComfortableReasons why buyHigh brand recognition;safe choiceDynamic designExcellent driving performance High brand recognition;safe choiceDomineering styling,premium interior,and business usage purposeHigh brand recognition;safe choiceLow profile designC

24、ar sizeHigh cost effectivenessPrevious car ownership50%additional purchase，1/3 replacement6%-7%are already premium car ownersMainly sedan car owners 50%additional purchase，1/3 replacement10%are already premium car ownersMainly sedan car owners 40%additional purchase，1/3 replacement6%-7%are already p

25、remium car ownersMainly sedan car owners Consumer Insight in Traditional Middle-Large Premium Car Segment传统中大型豪华轿车消费群体的洞察Consumer Insight in Traditional Middle-Large Premium Car SegmentABB的共性理性的Rational传统的Traditional追求保险的选择A safe choice跟随主流Following mainstream渴望不同，但仍在主流/Pursue distinctiveness while

26、keep in mainstream满意目前阶段，但寻求稳定的发展/Satisfied with current situation and looking for further development追求敏锐的洞察/Having smart insight追求优越感/Looking for excellence家庭是核心/Family is priority不好胜，避免高调/Low profile追求精神愉悦，也追求有形的享受/Looking for both spiritual enjoyment and tangible enjoyment捷豹XFL的TAAll new Jaguar

27、XFL:profiles of TA捷豹XFL是一辆All new Jaguar XFL is:主流品牌的非常之选Different Choice from mainstream brands传递优越感的Product delivers SUPERIORITY触手可及的产品Product APPROACHABLE for them to consider彰显理想与抱负的ASPIRATIONAL for them to embrace modern mindset不同，但不置身事外DIFFERENT BUT NOT STANDING APART主流之中，优越至上SUPERIORITY AMONG

28、 MAINSTREAM CHOICE可望亦可及APPROACHABLE志存高远ASPIRATIONAL 新格调运动商务座驾The Most Dynamic Business Sedan 非常 不寻常Not Business as usual驾乘同享Enjoyment with the experience of ride&drive Longer更长3,100mm+140mm+116mm+157mmLuxury更奢华LatestTechnology更先进科技 目标用户目标用户Target Consumer追求品质生活Pursuing quality life 注重精神愉悦 Paying att

29、ention on spiritual enjoyment彰显不同品位 Showcase different taste 男性或女性，30-40岁 已婚有年轻子女，进入稳定生活阶段 有洞察力的、精致的、有修养的敏锐 满意目前的生活阶段，追求稳定发展 关注社会认同，有品位，想要有点与众不同，追求优越感，但仍是主流人群形象及生活方式购买动机对XFL的态度 志高存远，更触手可及有远大理想的捷豹品牌独特的外观设计精致豪华的内饰更宽敞的空间最新科技便捷售后 适合目前社会地位 实现个人追求 提高生活品质用车需求 彰显社会地位 渴望的优越性，渴望不同 生活享受核心竞品 宝马5系 L 奔驰E-Class 奥迪

30、 A6L捷豹XFL的用户形象 Male or female,30-40 yrs.old Married with young child,established&stable life stage Discerning,refined and cultured Satisfied with current life stage,looking for steady progress Care about social recognition,personal taste,and want a little different with crowds to pursue the feeling

31、of superiority,but still staying within mainstreamProfile&LifestylePurchase MotivationAttitude towards XFL Aspirational,more approachable Aspirational Jaguar Brand Distinctive exterior designExquisite and luxurious interior More spacious roominess High-tech featuresLower price More convenient after-

32、sales To fit current social status To fulfill personal aspirations To improve life qualityVehicle Needs Social status badge Aspirations for superiority/being different&discernment Life enjoymentKey Alternatives BMW 5 series Li Mercedes-Benz E-Class Audi A6LTA Profile of Jaguar XFL品牌共生Multi brands symbiosis南美洲热带雨林 Tropical rainforests in South AmericaABB+J捷豹XFL,以独特的品牌个性和产品特性创领这一细分市场Jaguar XFL will be a front runner in the segment with commitment of innovation depending on the distinctive brand appeal and product features.THANKS