捷豹XFL媒體溝通會

捷豹XFL媒體溝通會JaguarXFLMediaSeminar非常

不尋常Not

Business

as

Usual奇瑞捷豹路虎汽車有限公司總裁President,CJLR戴慕瑞Mr.MurrayDietsch捷豹路虎中國|奇瑞捷豹路虎聯(lián)合市場銷售與服務機構總裁President,IMSS畢

少

樸Mr.MarkBishop2010-2015年各細分市場實際市場份額變化Actualmarketsharechangesofsegmentmarketfrom2010to2015中大型豪華車市場主流品牌2016年上半年增長率排行Growthratelistofmainstreambrandsinmiddle-largesizepremiumcarmarketinthefirsthalfof2016Lincoln190%著眼于企業(yè)和品牌與用戶更長久的關聯(lián)FocusondevelopingastrongerconnectionamongCJLR,product,brandandconsumers捷豹XFLJaguar

XFL路虎發(fā)現(xiàn)神行

LandRoverDiscoverySport路虎攬勝極光RangeRoverEvoque性能美學The

ArtofPerformance中國定制全球首發(fā)Tailor-madeforChina,globedebuts以“L”致敬中國消費者JaguarXFLsalutestoChineseconsumersby“L”奇瑞捷豹路虎常熟工廠CJLRChangshuplant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CJLRChangshuplantisthefirstcarplantofJaguarLandRoveroutsideUK,andisoneofthemostadvancedandmostefficientcarplantsintheworld90%

自動化率高達90%，創(chuàng)全球領先水平Anautomationrateof90%,oneofthehighestratesamonganysimilarfacilityintheworld3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Theworld’smostadvancedservopressline,maximumspeedof20SPM,oronepartprocessedinevery3seconds4秒國內最快的機械壓機線，可達15SPM，即每4秒鐘生產(chǎn)一個成品ThefastestmechanicalpresslineinChina,maximumspeedof15SPM,oroneproductfinishedinevery4seconds沖壓車間PressShop

國內首家專制全鋁車身車間CJLRfeaturesthefirstaluminumcarbodyshopinChina焊裝車間BodyShop

307臺焊裝車間擁有307臺“瑞典ABB”自動化機器人Atotalof307ABBrobotsareinservice120秒平均120秒焊裝完成一臺車Theaveragetimeof

weldingworkforonecarisjust120seconds3種可同時實現(xiàn)三種不同車型的共線生產(chǎn)Atotalofthreedifferentvehiclescanbeprocessedsimultaneously

全球最先進的鉚接膠合技術和設備Mostadvancedself-piercerivetingandadhesivejoiningtechnologies335臺機器人，自動化率高達100%335robots100%AutomaticRatio自沖鉚接機器人數(shù)量為232套，國內最多232SPRrobots,themostrobotsownedbyOEMinChina,涂裝車間PaintShop

0排放先進的RO-DIP前處理和電泳工藝使廢水排放接近零TheadvancedRO-DIPsystemenhancesoverallcleanlinesslevelswhilesimultaneouslynearlyeliminatingwastewaterdischarge95%

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TheadvancedDryScrubberSpraySystemallowsfor95%ofallairtoberecycledandachievesenergysavingsof60%.Furthermore,theShopalsousesadvancedeco-friendlywater-basedpaintthathelpsgreatlyreducepollution.

總裝車間Trim&FinalShop

國內首創(chuàng)合裝過程中采用的滑柱動態(tài)移動及定位技術為國內首創(chuàng)，領先于國內同行業(yè)競爭對手。Highlysophisticateddynamicstrutmovementandlocatingsystemtechnology,whichwasfirstcreatedandusedinChina,allowforperformancethatfarsurpassessimilarfacilitiesusedbycompetitors品質監(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，嚴格監(jiān)控確保產(chǎn)品品質。Theadvanceddeliverysystem,ANDONsystem,VCATSelectronicdetectionsystemandRFIDvehicletrackingtechnologyenabletheShoptostrictlymonitorandensureproductquality.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-18℃~43℃，包括空調性能試驗、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)強度的結構性能驗證4ColumnVibrationTestDurabilitytestofReinforcedRoadSimulationinrecent10weeksEquivalenttothedomesticXiangyangtestfieldtostrengthentheroad12000kmendurancetestEquivalenttotheuser'scomprehensiveroad250,000kmWadingTestProvingground：Guangde,includingDeepWater,ReverseprojectandRapidflushingoperationerrorsimulationMaximumwadingdepth：450mmMaximumspeedofflushing：65km/hLimitingConditionTestProvingground：CATARCYanchengAutomotiveProvingGround,builtforJaguarprojectJumpslopetest,squarepittest,curbrockimpacttestAirClimateComfortTestProvingground：EnvironmentalwindtunnelofTongjiUniversitySimulationtestoftheactualtemperature,illumination,temperaturerangeof-18℃

to43℃,includingairconditioningperformancetest,heaterperformancetest,defrostingdefoggingtestOpening&ClosingPartsDurabilityTestSimulatetheactionandprocessoftheactualuseofthecustomerSimulationofcustomersusingtheambienttemperature,fromextremelycoldtohot(-40℃

to+82℃)multipletemperaturecyclingSimulationofthecustomerservicecycleisequivalentto10years(orequivalentto240000Km)verificationStructuralperformanceverificationofstaticstiffnessandstaticstrengthofsheetmetalframe英倫血統(tǒng)BritishLineage全球品質WorldClassQuality共享價值SharedValues奇瑞捷豹路虎汽車有限公司常務副總裁Deputy

President,CJLR陳雪

峰Mr.ChrisChen捷豹路虎中國|奇瑞捷豹路虎聯(lián)合市場銷售與服務機構常務副總裁Deputy

President,IMSS胡

俊

Mr.JamesHu數(shù)據(jù)來源Datasource汽車消費主體年輕化趨勢明顯YoungGenerationBecomeMainstreamGroupinCarConsumption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基礎信息男性為主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，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計奢華，寬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，跟隨主流低調理性需求低調的設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，奢華內飾，適合商務用途品牌-高識別度，保險的選擇低調的設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BMWSeries5

BenzE-Class

LAudi

A6

LKeyinsightRationalconsumerRationalconsumerRationalconsumerBasicinformationMainlymaleAgedaround

30MarriedwithchildMiddleorseniorexecutivesorentrepreneurLesseducated（55%withoutcollegedegree）MainlymaleAgedaround30MarriedwithchildMiddleorseniorexecutivesorentrepreneurMaleAgedabove30MarriedwithchildMiddleorseniorexecutivesorentrepreneurLesseducated（60%withoutcollegedegree）同級收入水平相對較低LifestyleandattitudeMatureandstablePursuesafechoiceLessinfluencedbyotherspursuebalancebetweenworkandfamilyPursuetangibleenjoymentMatureandstablePursuesafechoiceFollowthemainstreamPursuetangibleenjoymentMatureandstablePursuesafechoiceFollowthemainstreamPursuetangibleenjoymentConsiderationincarpurchaseEmotionaldemands:AppropriatebrandimageSafeandmainstreamchoiceExpressingpersonalityRationaldemands:DynamicdesignPremiumandspaciousExcellentdrivingperformanceEmotionaldemands:HighlyrecognizedbrandimageSafeandmainstreamchoiceRationaldemands:DomineeringdesignBusinessusagepurposePremiumandspaciouscomfortableRationaldemands:HighlyrecognizedbrandimageSafeandmainstreamchoiceLowprofileRationaldemands:LowprofiledesignspaciousComfortableReasonswhybuyHighbrandrecognition;safechoiceDynamicdesignExcellentdrivingperformanceHighbrandrecognition;safechoiceDomineeringstyling,premiuminterior,andbusinessusagepurposeHighbrandrecognition;safechoiceLowprofiledesignCarsizeHighcosteffectivenessPreviouscarownership50%additionalpurchase，1/3replacement6%-7%arealreadypremiumcarownersMainlysedancarowners50%additionalpurchase，1/3replacement10%arealreadypremiumcarownersMainlysedancarowners40%additionalpurchase，1/3replacement6%-7%arealreadypremiumcarownersMainlysedancarownersConsumerInsightinTraditionalMiddle-LargePremiumCarSegment傳統(tǒng)中大型豪華轎車消費群體的洞察ConsumerInsightinTraditionalMiddle-LargePremiumCarSegmentABB的共性理性的Rational傳統(tǒng)的Traditional追求保險的選擇Asafechoice跟隨主流Followingmainstream渴望不同，但仍在主流/Pursuedistinctivenesswhilekeepinmainstream滿意目前階段，但尋求穩(wěn)定的發(fā)展/Satisfiedwithcurrentsituationandlookingforfurtherdevelopment追求敏銳的洞察/Havingsmartinsight追求優(yōu)越感/Lookingforexcellence家庭是核心/Familyispriority不好勝，避免高調/Lowprofile追求精神愉悅，也追求有形的享受/Lookingforbothspiritualenjoymentandtangibleenjoyment捷豹XFL的TAAllnewJaguarXFL:profilesofTA捷豹XFL是一輛……AllnewJaguarXFLis:主流品牌的非常之選DifferentChoicefrommainstreambrands傳遞優(yōu)越感的ProductdeliversSUPERIORITY觸手可及的產(chǎn)品ProductAPPROACHABLEforthemtoconsider彰顯理想與抱負的ASPIRATIONALforthemtoembracemodernmindset不同，但不置身事外DIFFERENTBUT

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

新格調運動商務座駕TheMostDynamicBusinessSedan

非常不尋常Not

Business

as

usual駕乘同享Enjoymentwiththeexperienceofride&drive

Longer更長3,100mm+140mm+116mm+157mmLuxury更奢華LatestTechnology更先進科技

目標用戶Target

Consumer追求品質生活Pursuingqualitylife注重精神愉悅Payingattentiononspiritualenjoyment彰顯不同品位Showcasedifferenttaste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計精致豪華的內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Maleorfemale,30-40yrs.oldMarriedwithyoungchild,established&stable

lifestageDiscerning,refinedandcultu