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JLR heavily invests in product innovation, cultural marketing

Source: Shanghai Securities News | Date: Oct. 15

  • "Over the next five years, Jaguar Land Rover plans to launch 50 brand-new and updated models in China and strives to meet increasingly diverse needs with innovative technologies and products." said Richard Shore, acting Regional President of Jaguar Land Rover Greater China.

  • Actually, as of 2010, Jaguar Land Rover has invested more than 10 billion pounds in developing innovative products, with the R&D expense reaching 3.7 billion pounds in 2015. The carmaker has focused on improving driving experience and promoting the application of aluminum materials to reduce fuel consumption of vehicles.

  • The company also plans to build a R&D center called the National Automotive Innovation Centre in the UK, with an investment of 150 million pounds. The center will assist in moving JLR into the future with new innovation and technology, as well as bring new models, savings, and advantages to production that will keep the brands at the forefront of the automotive world.

  • Richard Shore also mentioned that JLR will locally produce more models including the Discovery Sport to meet customer demand in China. JLR aims to build a unique luxury car image featuring British culture and football culture. In 2014, JLR launched a football culture philanthropic program when it announced the establishment of Children and Youth Dream Fund, with plans to spend RMB 3 million per year in three years to help Chinese children and youth realize their football dreams.