Chery Automobile Co. Ltd.: Linking with Land Rover and Jaguar
Submitted by: Glydel Mae Sarzaba
CHERY INTERNATIONAL: Linking up with Land Rover and Jaguar
Summary:
Chery Automobile Co. Ltd. Was founded in 1997 with an initial capital of $600 million. The first vehicle was produced in December. They have four sub-brands: namely; Cherry, Karry, Riich and Rely. In 2009, the company achieved a 40% year-on-year increase in sales. For seven years Chery has been the top Chinese vehicle exporter. The Jaguar Land Rover had an agreement of joint venturing with Cherry, who would be investing an initial $2.78 billion. The intention is to launch a new version of the Land Rover Freelander at a price comparable with medium-priced luxury cars that is to appeal to the Chinese market on many different levels. They released the Range Evoque special edition which was design collaborated between Victoria Beckham and Land Rover. Tata after several months of negotiations, had purchased the Jaguar Land Rover from Ford for $2.3 billion. Along with the Range Rover Evoque Special Edition, Jaguar Land Rover announced the Jaguar XJ Ultimate, which has rear seating equipment and has business table made of aluminum, along with iPads in the backs of the front seats and a champagne chiller. The platform of the two joint venture announced that the company would build a new factoy in Chang Su in order to be more reliable in continuing its astonishing sales growth in China. It is expected that Jaguar Land Rover had made huge strides in expanding its dealership network across China realizing its potential.
Question and Answers:
1. Analyze the buyer decision process of a traditional Jaguar Land Rover Customer
The traditional Jaguar Land Rover customer values luxury brand and exemplery customer service. Luxury saloons and sports cars also appealed to them.
2. Why might Chery be an ideal partner for Jaguar Land Rover in China? It is for the fact that Chery have been the top Chinese vehicle exporter for seven years and had achieved year-on-year
CHERY INTERNATIONAL: Linking up with Land Rover and Jaguar
Summary:
Chery Automobile Co. Ltd. Was founded in 1997 with an initial capital of $600 million. The first vehicle was produced in December. They have four sub-brands: namely; Cherry, Karry, Riich and Rely. In 2009, the company achieved a 40% year-on-year increase in sales. For seven years Chery has been the top Chinese vehicle exporter. The Jaguar Land Rover had an agreement of joint venturing with Cherry, who would be investing an initial $2.78 billion. The intention is to launch a new version of the Land Rover Freelander at a price comparable with medium-priced luxury cars that is to appeal to the Chinese market on many different levels. They released the Range Evoque special edition which was design collaborated between Victoria Beckham and Land Rover. Tata after several months of negotiations, had purchased the Jaguar Land Rover from Ford for $2.3 billion. Along with the Range Rover Evoque Special Edition, Jaguar Land Rover announced the Jaguar XJ Ultimate, which has rear seating equipment and has business table made of aluminum, along with iPads in the backs of the front seats and a champagne chiller. The platform of the two joint venture announced that the company would build a new factoy in Chang Su in order to be more reliable in continuing its astonishing sales growth in China. It is expected that Jaguar Land Rover had made huge strides in expanding its dealership network across China realizing its potential.
Question and Answers:
1. Analyze the buyer decision process of a traditional Jaguar Land Rover Customer
The traditional Jaguar Land Rover customer values luxury brand and exemplery customer service. Luxury saloons and sports cars also appealed to them.
2. Why might Chery be an ideal partner for Jaguar Land Rover in China? It is for the fact that Chery have been the top Chinese vehicle exporter for seven years and had achieved year-on-year