捷豹路虎转型救赎

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In May of this year, Jaguar Land Rover announced its 2018 full-year earnings report and the first quarter of 2019, the results are not satisfactory: in FY 2018, Jaguar Land Rover sales in the UK and North America increased by 8.4% and 8.1%, respectively, but In the Chinese market, Jaguar Land Rover's global retail sales decreased by 5.8% year-on-year to 578,915 units. Due to the sluggish sales in the Chinese market, Jaguar Land Rover lost $31.6 billion in 2018.

Beginning in the third quarter of 2018, Jaguar Land Rover announced and implemented a cost reduction and efficiency strategy. It plans to achieve a 2.5 billion cost reduction and cash flow improvement by the end of March 2020, thereby improving the organization's operational efficiency. As of March 2019, Jaguar Land Rover has achieved a cost savings target of 1.25 billion, including a cost-effective savings of 150 million, a working capital improvement of 400 million, and an investment savings of 700 million.

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At a time when the global auto market is sluggish, the Jaguar Land Rover, a car company that inherits the British century-old craftsmanship, is invaluable in introspection and timely change.

According to foreign media reports, Jaguar Land Rover plans to build a new battery assembly center in Hamshall, central England. The battery assembly center will be operational in 2020 with an annual production capacity of 150,000 units. In addition, Jaguar announced plans to produce a series of electric vehicles at the Brompich factory in the UK. The first off-line model was ordered as "XJ (parameter | picture)", this new car was developed by Jaguar I-Pace (parameter | picture The R&D team of the SUV (parameter|picture) is responsible.

Jaguar Land Rover CEO Schweed also said in a statement: "The future of mobile devices is electric vehicles. As a visionary UK company, we are committed to manufacturing the next generation of zero-emission vehicles in the UK."

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xx据悉,从2019年开始,捷豹路虎将会为每一款新车都配备电动车型版本,以让消费者有更多的选择。无论国内外,对于电动车的重视度和认知度日益加深。

根据Marklines数据,全球新能源车销量在2019年进一步呈增长趋势,第一季度达到108万年,同比2018Q1增长24.65%,新能源车的渗透率也上升到4.9%。据预测,2025年全球新能源汽车的销量将增至1100万年,2030年将继续攀升至3000万年,未来全球新能源车市场有望进一步扩大。

在全球电动化的趋势下,发展电动化车型是捷豹路虎转型的必经之路。而中国,是全球新能源车型销量第一的国家,奔驰,宝马,奥迪都纷纷领先于捷豹路虎作出了长远且符合中国市场规划的相关电动化车型布局。

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2019年,宝马主推插电混动车型,宝马将采用第四代电池驱动的X3,X5系列,纯电续航提升到80公里;下半年计划在牛津开始MINI的生产,据悉将在2020年推出IX3; 2021年推出iNEX和i4,进一步发展电动化;到2025年拥有至少25款电动车,包括12款全电动车。

奔驰汽车方面,计划将于下半年推出全电动品牌EQC,还计划推出EQV纯电动商务车,并承诺到2022年实现全面的电气化,拥有10款EQ品牌的纯电动汽车和34款插混动力车;到2025年,纯电动车将占汽车总销量的15%到25%;此外,和吉利各持股50%的电动smart也将提上日程。

XX事实上,早在2016年捷豹路虎的首个科技节上,捷豹路虎就提出了电气化的战略方向。 “至少有一半的车型将在2020年上市,37亿美元将用于开发电动车。”捷豹路虎一直沿用优雅的豪华路线,他们对市场的敏锐度已经在2016年开始。到目前为止,捷豹路虎只有两款纯电动车型,全部在2018年4月上市。纯电动车型捷豹I -PACE和国产新款紧凑型SUV Jaguar E-PACE。

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这款在豪华车型中实现“高地”优先的捷豹路虎似乎没有抓住最好的机会。自2017年以来,一些模型已被召回。在线数据显示,捷豹路虎于2017年在中国召回。车辆数量已达到8倍,召回车辆总数达到106,000辆,占当年中国销量的72.45%。 2018年,捷豹路虎在中国的召回车辆达到107,000辆,占当年中国销量的93.04辆。 2019年,奇瑞捷豹路虎和捷豹路虎中国共召回了74,000辆汽车。这些数据无疑将对捷豹路虎的品牌形象造成打击,客户的来源将会丢失。

目前的捷豹路虎存在一些内部和外部问题。不缺乏全面的电气化改造。目前,世界高端汽车公司已经改造了电动汽车。继宝马,梅赛德斯 - 奔驰和奥迪之后,沃尔沃也进入了转型军队。即使在全球汽车市场低迷时期,2019年第一季度全球电动汽车也超过了50万辆。市场占全球总量的一半。这个大蛋糕,我认为捷豹路虎不想错过它。

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The "XJ" model mentioned above will also be the first electric model after the transformation of Jaguar Land Rover. The model will be modularized by MLA. The flexible architecture of MLA not only saves money for Jaguar Land Rover, but also simultaneously Supports diesel, petrol, electric and hybrid models.

It is reported that after the XJ electrification, the new Land Rover Range Rover and Range Rover Sport will also launch a plug-in hybrid version on the MLA platform, and the two models will be launched in 2021.

Due to the particularity of the current social state in the UK, it also affects the survival of Jaguar Land Rover in a subtle way. However, the most crucial development of a car company is the time-critical situation that will be made at an appropriate time. This is where Jaguar Land Rover must learn to change and grow. Halfway through 2019, this is not the end, but the beginning of a new opportunity. Jaguar Land Rover should stand in the position of a transformation to seek more opportunities.

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