捷豹XFL媒體溝通會

1、捷豹XFL媒體溝通會捷豹XFL媒體溝通會奇瑞捷豹路虎汽車有限公司總裁President, CJLR戴 慕 瑞Mr. Murray Dietsch奇瑞捷豹路虎汽車有限公司總裁戴 慕 瑞捷豹路虎中國|奇瑞捷豹路虎聯(lián)合市場銷售與服務機構(gòu)總裁President, IMSS畢 少 樸Mr. Mark Bishop捷豹路虎中國|奇瑞捷豹路虎畢 少 樸2010-2015年各細分市場實際市場份額變化Actual market share changes of segment market from 2010 to 20152010-2015年各細分市場實際市場份額變化中大型豪華車市場主流品牌2016年上半年增

2、長率排行Growth rate list of mainstream brands in middle-large size premium car market in the first half of 2016Lincoln190%中大型豪華車市場主流品牌2016年上半年增長率排行Linco著眼于企業(yè)和品牌與用戶更長久的關(guān)聯(lián) Focus on developing a stronger connection among CJLR, product, brand and consumers捷豹XFLJaguar XFL路虎發(fā)現(xiàn)神行 Land Rover Discovery Sport路虎攬勝

3、極光Range Rover Evoque著眼于企業(yè)和品牌與用戶更長久的關(guān)聯(lián) Focus on dev性能美學The Art of Performance性能美學中國定制 全球首發(fā)Tailor-made for China, globe debuts中國定制 全球首發(fā)以“L”致敬中國消費者Jaguar XFL salutes to Chinese consumers by “L” 以“L”致敬中國消費者奇瑞捷豹路虎常熟工廠CJLR Changshu plant捷豹路虎首個英國本土以外的整車制造工廠最先進、最高效的汽車生產(chǎn)基地之一CJLR Changshu plant is the first c

4、ar plant of Jaguar Land Rover outside UK, and is one of the most advanced and most efficient car plants in the world奇瑞捷豹路虎常熟工廠捷豹路虎首個英國本土以外的整車制造工廠C90% 自動化率高達90%，創(chuàng)全球領(lǐng)先水平An automation rate of 90%, one of the highest rates among any similar facility in the world3秒 擁有世界上最先進的伺服壓機線，可達20SPM，即每3秒出1個件The worl

5、ds most advanced servo press line, maximum speed of 20 SPM, or one part processed in every 3 seconds4秒 國內(nèi)最快的機械壓機線，可達15SPM，即每4秒鐘生產(chǎn)一個成品The fastest mechanical press line in China, maximum speed of 15 SPM, or one product finished in every 4 seconds沖壓車間Press Shop 90% 自動化率高達90%，創(chuàng)全球領(lǐng)先水平?jīng)_壓車間國內(nèi)首家專制全鋁車身車間CJLR

6、 features the first aluminum car body shop in China 焊裝車間Body Shop 307臺 焊裝車間擁有307臺“瑞典ABB”自動化機器人A total of 307 ABB robots are in service 120秒 平均120秒焊裝完成一臺車The average time of welding work for one car is just 120 seconds3種 可同時實現(xiàn)三種不同車型的共線生產(chǎn) A total of three different vehicles can be processed simultaneo

7、usly 全球最先進的鉚接膠合技術(shù)和設(shè)備Most advanced self-pierce riveting and adhesive joining technologies335臺機器人，自動化率高達100%335 robots 100% Automatic Ratio自沖鉚接機器人數(shù)量為232套，國內(nèi)最多232 SPR robots, the most robots owned by OEM in China,國內(nèi)首家CJLR features the first al涂裝車間Paint Shop 0排放 先進的RO-DIP前處理和電泳工藝使廢水排放接近零The advanced RO-

8、DIP system enhances overall cleanliness levels while simultaneously nearly eliminating wastewater discharge95% 采用全球最先進的干式噴漆系統(tǒng)，實現(xiàn)高達95%的空氣可循環(huán)利用，節(jié)省60%的能源，同時采用水性環(huán)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 a

9、lso uses advanced eco-friendly water-based paint that helps greatly reduce pollution. 涂裝車間0排放 先進的RO-DIP前處理和電泳工藝使廢水排放總裝車間Trim & Final Shop 國內(nèi)首創(chuàng)合裝過程中采用的滑柱動態(tài)移動及定位技術(shù)為國內(nèi)首創(chuàng)，領(lǐng)先于國內(nèi)同行業(yè)競爭對手。Highly sophisticated dynamic strut movement and locating system technology, which was first created and used in China, a

10、llow for performance that far surpasses similar facilities used by competitors 品質(zhì)監(jiān)控通過ANDON系統(tǒng)、VCATS電子模塊系統(tǒng)、以及無線射頻車輛追溯技術(shù)，嚴格監(jiān)控確保產(chǎn)品品質(zhì)。The advanced delivery system, ANDON system, VCATS electronic detection system and RFID vehicle tracking technology enable the Shop to strictly monitor and ensure product q

11、uality. 總裝車間國內(nèi)首創(chuàng)合裝過程中采用的滑柱動態(tài)移動及定位技術(shù)為國內(nèi)4立柱振動試驗近10周的強化路道路模擬耐久試驗相當于國內(nèi)襄陽試車場強化路12000公里耐久試驗相當于用戶綜合道路行駛25萬公里涉水試驗試驗場地：廣德試驗場，包含深水緩行、倒車項目，快速沖水誤操作模擬最大涉水深度：450mm最大沖水車速：65km/h極限工況試驗試驗場地：中汽中心鹽城試驗場，專為捷豹項目建造試驗項目：跳坡試驗、方坑試驗、路緣石沖擊試驗全天候氣氣候舒適性試驗實驗場地：同濟大學環(huán)境風洞試驗模擬實際的溫度、光照，溫度區(qū)間-1843，包括空調(diào)性能試驗、暖風性能試驗、除霜除霧試驗等開閉件耐久試驗模擬客戶實際使用的動

12、作和過程模擬客戶使用環(huán)境溫度，從極寒到極熱（-40 到+82 ）的多個溫度的交變循環(huán)模擬客戶使用周期相當于10年（或相當于240000Km）的驗證鈑金臺架的靜態(tài)剛度、靜態(tài)強度的結(jié)構(gòu)性能驗證4立柱振動試驗涉水試驗開閉件耐久試驗4 Column Vibration TestDurability test of Reinforced Road Simulation in recent 10 weeksEquivalent to the domestic Xiangyang test field to strengthen the road 12000 km endurance testEquival

13、ent to the users comprehensive road 250,000 kmWading TestProving ground：Guangde, including Deep Water, Reverse project and Rapid flushing operation error simulationMaximum wading depth：450mmMaximum speed of flushing：65km/hLimiting Condition TestProving ground：CATARC Yancheng Automotive Proving Groun

14、d, built for Jaguar projectJump slope test, square pit test, curb rock impact testAir Climate Comfort TestProving ground：Environmental wind tunnel of Tongji UniversitySimulation test of the actual temperature, illumination, temperature range of - 18 to 43 , including air conditioning performance tes

15、t, heater performance test, defrosting defogging testOpening & Closing Parts Durability TestSimulate the action and process of the actual use of the customerSimulation of customers using the ambient temperature, from extremely cold to hot (-40 to +82 ) multiple temperature cyclingSimulation of the c

16、ustomer service cycle is equivalent to 10 years (or equivalent to 240000Km) verificationStructural performance verification of static stiffness and static strength of sheet metal frame4 Column Vibration TestWading 英倫血統(tǒng)British Lineage全球品質(zhì) World Class Quality共享價值Shared Values英倫血統(tǒng)全球品質(zhì) 共享價值奇瑞捷豹路虎汽車有限公司常

17、務副總裁Deputy President, CJLR陳 雪 峰Mr. Chris Chen奇瑞捷豹路虎汽車有限公司常務副總裁陳 雪 峰捷豹路虎中國|奇瑞捷豹路虎聯(lián)合市場銷售與服務機構(gòu)常務副總裁Deputy President, IMSS胡 俊 Mr. James Hu捷豹路虎中國|奇瑞捷豹路虎胡 俊 數(shù)據(jù)來源Data source汽車消費主體年輕化趨勢明顯Young Generation Become Mainstream Group in Car Consumption數(shù)據(jù)來源汽車消費主體年輕化趨勢明顯寶馬5系 L奔馳E-Class L奧迪A6 L核心洞察理性消費群體理性消費群體理性消費群體

18、基礎(chǔ)信息男性為主30歲左右已婚，有子女傳統(tǒng)行業(yè)中高層或自有產(chǎn)業(yè)者教育水平相對較低（55%大學以下）男性為主30歲左右已婚，有子女傳統(tǒng)產(chǎn)業(yè)中高層或自有產(chǎn)業(yè)者男性30歲以上已婚，有子女傳統(tǒng)產(chǎn)業(yè)中高層或自有產(chǎn)業(yè)者教育水平相對較低（60%大學以下）同級收入水平相對較低生活方式和態(tài)度成熟、穩(wěn)定的生活階段追求保險的選擇有性格受他人影響較小尋求工作生活/家庭的平衡追求有形的享受成熟、穩(wěn)定的生活階段追求保險的選擇彰顯成功跟隨主流追求有形的享受成熟、穩(wěn)定的生活階段追求保險的選擇低調(diào)，追求高識別度跟隨主流追求有形的享受購車前的考慮要素感性需求適合自己的品牌形象保險的選擇，跟隨主流彰顯性格理性需求運動化設(shè)計奢華，寬

19、綽空間駕駛性能良好感性需求高識別度的品牌保險的選擇，跟隨主流理性需求大氣/霸氣設(shè)計適合商務用途奢華，寬綽空間舒適感性需求高識別度的品牌保險的選擇，跟隨主流低調(diào)理性需求低調(diào)的設(shè)計寬綽空間舒適選擇理由品牌-高識別度，保險的選擇運動化設(shè)計駕駛性能良好品牌-高識別度，保險的選擇大氣外觀，奢華內(nèi)飾，適合商務用途品牌-高識別度，保險的選擇低調(diào)的設(shè)計尺寸性價比高過往車輛擁有情況半數(shù)增購，1/3更新6%-7%是豪華品牌車主主要是三廂轎車車主半數(shù)增購，1/3更新超過10%是豪華品牌車主主要是三廂轎車車主40%增購，1/3更新6%-7%是豪華品牌車主主要是三廂轎車車主傳統(tǒng)中大型豪華轎車消費群體的洞察寶馬5系 L奔

20、馳E-Class L奧迪A6 L核心洞察理性消BMW Series 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

21、with childMiddle or senior executives or entrepreneurMale Aged above 30Married with childMiddle or senior executives or entrepreneurLess educated（60% without college degree）同級收入水平相對較低Lifestyle and attitudeMature and stablePursue safe choiceLess influenced by otherspursue balance between work and fam

22、ilyPursue tangible enjoymentMature 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 p

23、ersonalityRational demands: Dynamic 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 imag

24、e Safe and mainstream choiceLow profileRational 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 re

25、cognition; safe choiceLow profile designCar 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% additio

26、nal purchase，1/3 replacement6%-7% are already premium car ownersMainly sedan car owners Consumer Insight in Traditional Middle-Large Premium Car SegmentBMW Series 5 Benz E-Class LAud傳統(tǒng)中大型豪華轎車消費群體的洞察Consumer Insight in Traditional Middle-Large Premium Car SegmentABB的共性理性的Rational傳統(tǒng)的Traditional追求保險的選擇

27、A safe choice跟隨主流Following mainstream傳統(tǒng)中大型豪華轎車消費群體的洞察ABB的共性理性的渴望不同，但仍在主流 / Pursue distinctiveness while keep in mainstream滿意目前階段，但尋求穩(wěn)定的發(fā)展 / Satisfied with current situation and looking for further development追求敏銳的洞察 / Having smart insight追求優(yōu)越感 / Looking for excellence家庭是核心 / Family is priority不好勝，避免

28、高調(diào) / Low profile追求精神愉悅，也追求有形的享受 / Looking for both spiritual enjoyment and tangible enjoyment捷豹XFL的TAAll new Jaguar XFL: profiles of TA渴望不同，但仍在主流 / Pursue distinctiv捷豹XFL是一輛All new Jaguar XFL is:主流品牌的非常之選Different Choice from mainstream brands傳遞優(yōu)越感的Product delivers SUPERIORITY觸手可及的產(chǎn)品Product APPROACH

29、ABLE for them to consider彰顯理想與抱負的ASPIRATIONAL for them to embrace modern mindset不同，但不置身事外DIFFERENT BUT NOT STANDING APART主流之中，優(yōu)越至上SUPERIORITY AMONG MAINSTREAM CHOICE可望亦可及APPROACHABLE志存高遠ASPIRATIONAL捷豹XFL是一輛主流品牌的非常之選傳遞優(yōu)越感的觸手可及的 新格調(diào)運動商務座駕The Most Dynamic Business Sedan 非常 不尋常Not Business as usual 新格調(diào)運

30、動商務座駕 非常 不尋常駕乘同享Enjoyment with the experience of ride & drive 駕乘同享Longer更長3,100mm+140mm+116mm+157mmLonger3,100mm+140mm+116mm+157mLuxury更奢華LuxuryLatestTechnology更先進科技Latest 目標用戶Target Consumer追求品質(zhì)生活Pursuing quality life 注重精神愉悅 Paying attention on spiritual enjoyment彰顯不同品位 Showcase different taste 目標用

31、戶追求品質(zhì)生活男性或女性，30-40歲已婚有年輕子女，進入穩(wěn)定生活階段有洞察力的、精致的、有修養(yǎng)的敏銳滿意目前的生活階段，追求穩(wěn)定發(fā)展關(guān)注社會認同，有品位，想要有點與眾不同，追求優(yōu)越感，但仍是主流人群形象及生活方式購買動機對XFL的態(tài)度志高存遠，更觸手可及有遠大理想的捷豹品牌獨特的外觀設(shè)計精致豪華的內(nèi)飾更寬敞的空間最新科技便捷售后適合目前社會地位實現(xiàn)個人追求提高生活品質(zhì)用車需求彰顯社會地位渴望的優(yōu)越性，渴望不同生活享受核心競品寶馬5系 L奔馳E-Class奧迪 A6L捷豹XFL的用戶形象男性或女性，30-40歲關(guān)注社會認同，有品位，想要有點與眾不Male or female, 30-40 yrs. oldMarried with young child, established & stable life stageDiscerning, refined and culturedSatisfied with current life stage, looking for steady p