Interviewee: President of Jaguar Land Rover Joint Marketing and Service Organization (IMSS)? Li Dalong (Richard? Shore)
CEO of Jaguar Land Rover Enterprise Transformation Management and Project Leader of Dragon? Tim. Howard Interviewer: Founder of Car Wiki APP? area east of the Shanhai Pass—Northeast China
Time: 65438+20201October 9th.
Venue: Beijing
When I was asked if I would like to work in China, I seized the opportunity without hesitation. I think I can make some contributions to Jaguar Land Rover's market in China, hoping to provide the best service for consumers and car owners and truly put customers first.
—— President of Jaguar Land Rover Joint Marketing and Service Organization (IMSS)? Li Dalong (Richard? Shore)
Between words, it is not difficult to see that Li Dalong (Richard? Shore) is still immersed in the joy of re-entering China.
If Britain is Li Dalong (Richard? Shore), then China's time is Li Dalong (Richard? Shore) Unforgettable memories in my career. Long-term Chief Financial Officer of Jaguar Land Rover China? 4? In 2000, another year, he served as the president of Greater China. Can say that Li Dalong (Richard? Shore) has a strong nostalgia for the China market.
65438+10.9, Autowiki played against Li Dalong (Richard? Shore) conducted an in-depth interview, and he felt not only the excitement of returning to the China market again, but also the eagerness for Jaguar Land Rover's future market layout in China.
He has his own unique views on the luxury car market in China and Jaguar Land Rover in China. At the same time, he has a keen financial background and years of rational thinking in the automotive industry. He is conservative and prudent, and has a more comprehensive understanding and strategic deployment of the future planning and operation of Jaguar Land Rover in China.
Return to China with lofty aspirations
For Jaguar Land Rover, 20 19 is a very challenging year. From the decline at the beginning of the year to the double-digit growth for six consecutive months in the second half of the year, Jaguar Land Rover rose against the trend in the cold winter of the automobile market. Perhaps seeing the results, Jaguar Land Rover intends to further strengthen its influence in the China market.
It is precisely because of this that Li Dalong, who has served Jaguar Land Rover for more than ten years, has a deep understanding of Jaguar and Land Rover and a deep understanding and insight into the luxury car market in China. Shore) became the best candidate for the president of Jaguar Land Rover Joint Marketing and Service Agency (IMSS).
Talking about his new post, Li Dalong (Richard? Shore) means confidence. "My advantage is that I am very experienced in both the China market and the UK market, and I know the dealer network very well, so I hope to play a good role as a bridge, not only to better convey our (IMSS) ideas to the UK headquarters, but also to better support the business development of our partners in China. I am also very familiar with the leadership of our joint venture company Chery Jaguar Land Rover. With such an innate advantage, I can quickly adapt to the work of this position. "
"I love the China market very much, and I am very happy to communicate on behalf of Jaguar Land Rover and consumers in China. I am also looking forward to bringing some changes here. " Li Dalong between words (Richard? Shore) is more like a champion with lofty aspirations, ready to do something big.
Retail is the detail.
As we all know, Jaguar Land Rover is a brand that entered the China market relatively late in the luxury brand camp, and it has only been ten years. Any rapid growth will be more or less problematic, and so will Jaguar Land Rover. With rapid development, it has entered the China market, and its teamwork and operation system are not perfect.
20 19 1, Jaguar Land Rover's three-step "Dragon Plan" to stabilize the situation, restore confidence and gradually upgrade has become Jaguar Land Rover's highest strategy to deal with the China market. The plan includes 46 projects, focusing on market, sales and service, with the first goal of improving the profitability of dealers and ensuring their healthy operation. Tim, CEO of Jaguar Land Rover Enterprise Transformation Management and Project Leader of Dragon? Howard said that the plan aims to consolidate the enterprise foundation, thus rationalizing and simplifying business matters and authorizing the dealer network.
There is a saying in China that "what you say is not a fake gesture, but a real gesture", Li Dalong (Richard? Shore) knows that the improvement of profitability is not "shouted out" and needs to be "made" through in-depth communication, analysis and cooperation with dealers. He said that IMSS will help dealers truly understand Jaguar Land Rover's brands and products through a complete dealer training process. "
In Li Dalong (Richard? Shore) It seems that Jaguar Land Rover's "Dragon Plan" focuses more on basic work, because only by laying a solid foundation and streamlining business matters can we have a good dealer network.
Today's Jaguar Land Rover "Dragon Plan" transformation has achieved initial results. In the past six months, Jaguar Land Rover has achieved a cumulative year-on-year growth of 24%. At the same time, the average profit of the whole dealer network is realized. Compared with last year, the profit of dealers increased by 100%.
"Retail is Details" is written by Li Dalong (Richard? Shore) a sentence I often like to say. In his view, to achieve the Excellence of retail, we must invest a lot of concentration, determination and persistence to achieve the expected results.
Li Dalong (Richard? Shore) told AutoWiki that Jaguar Land Rover's "Dragon Project" was successful because it was rooted in our culture and our enterprise. We don't have an independent team to do this project, all of us are involved, and everyone has such a sense of ownership. "
Collaborative work of brand products
If China market is the most important market for Jaguar Land Rover in the future, then 2020 will also be a "bright year" for Jaguar Land Rover. At this time node, the legendary Land Rover Defender will enter the China market this year, which is the first time that the Land Rover brand has brought three families into China at the same time.
Li Dalong (Richard? Shore) revealed to Autowiki that Land Rover Discovery Sports Edition will be brought to you in February this year.
It is understood that the sports version will be based on PTA platform and built with new technology. It will be equipped with MHEV and plug-in hybrid version. On the basis of the 5+2 seat design, the powerful all-terrain capability is retained, and the interior and human-computer interaction are also upgraded.
In addition, the Range Rover family, which is the first to use air bags, air suspension and other technologies in SUV models, will also celebrate its 50th birthday.
For Jaguar brand, Li Dalong (Richard? Shore) also said that Jaguar is his personal favorite brand, and he also collected many classic Jaguar cars.
Compared with Land Rover's dominance in luxury SUVs, Jaguar's track genes have a long history of more than 80 years. However, just a few years after entering China, the connotation of Jaguar brand is still unknown to the public.
Li Dalong (Richard? Shore) bluntly said: "In the China market, we should distinguish Jaguar from German cars. How can we accurately distinguish? This requires better communication of the tonality of our brand. "
Last year, Jaguar launched the track year and held 274 track events in more than 65,438+030 cities, leading consumers to deeply experience the brand connotation of Jaguar.
Li Dalong (Richard? Shore) said: "We need to establish the tonality of luxury brands. We will have many brand activities this year and we will continue to release new products."
"When I was asked if I would like to go back to work, I seized the opportunity without hesitation." This is Li Dalong? Shore). Among them, it includes the heart of nostalgia and the ambition of Lingyun.
Now, standing on the node of the new decade, Li Dalong (Richard? Shore) ready. How will he arrange his troops? Let's wait and see.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.