捷豹XFL媒体沟通会.pptx

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1、捷豹XFL媒体沟通会,捷豹XFL媒体沟通会,奇瑞捷豹路虎汽车有限公司总裁President,CJLR,戴 慕 瑞Mr.Murray Dietsch,奇瑞捷豹路虎汽车有限公司总裁戴 慕 瑞,捷豹路虎中国|奇瑞捷豹路虎联合市场销售与服务机构总裁President,IMSS,毕 少 朴Mr.Mark Bishop,捷豹路虎中国|奇瑞捷豹路虎毕 少 朴,2010-2015年各细分市场实际市场份额变化Actual market share changes of segment market from 2010 to 2015,2010-2015年各细分市场实际市场份额变化,中大型豪华车市场主流品牌201

2、6年上半年增长率排行Growth rate list of mainstream brands in middle-large size premium car market in the first half of 2016,Lincoln,190%,中大型豪华车市场主流品牌2016年上半年增长率排行Linco,着眼于企业和品牌与用户更长久的关联,Focus on developing a stronger connection among CJLR,product,brand and consumers,捷豹XFLJaguar XFL,着眼于企业和品牌与用户更长久的关联 Focus on

3、dev,性能美学The Art of Performance,性能美学,中国定制 全球首发Tailor-made for China,globe debuts,中国定制 全球首发,以“L”致敬中国消费者Jaguar XFL salutes to Chinese consumers by“L”,以“L”致敬中国消费者,奇瑞捷豹路虎常熟工厂CJLR Changshu plant,捷豹路虎首个英国本土以外的整车制造工厂最先进、最高效的汽车生产基地之一,CJLR Changshu plant is the first car plant of Jaguar Land Rover outside UK,

4、and is one of the most advanced and most efficient car plants in the world,奇瑞捷豹路虎常熟工厂捷豹路虎首个英国本土以外的整车制造工厂C,90%自动化率高达90%，创全球领先水平An automation rate of 90%,one of the highest rates among any similar facility in the world3秒 拥有世界上最先进的伺服压机线，可达20SPM，即每3秒出1个件The worlds most advanced servo press line,maximum

5、speed of 20 SPM,or one part processed in every 3 seconds4秒 国内最快的机械压机线，可达15SPM，即每4秒钟生产一个成品The fastest mechanical press line in China,maximum speed of 15 SPM,or one product finished in every 4 seconds,冲压车间Press Shop,90%自动化率高达90%，创全球领先水平冲压车间,国内首家专制全铝车身车间,CJLR features the first aluminum car body shop i

6、n China,焊装车间Body Shop,307台 焊装车间拥有307台“瑞典ABB”自动化机器人A total of 307 ABB robots are in service 120秒 平均120秒焊装完成一台车The average time of welding work for one car is just 120 seconds3种 可同时实现三种不同车型的共线生产 A total of three different vehicles can be processed simultaneously,全球最先进的铆接胶合技术和设备Most advanced self-pierc

7、e riveting and adhesive joining technologies335台机器人，自动化率高达100%335 robots 100%Automatic Ratio自冲铆接机器人数量为232套，国内最多232 SPR robots,the most robots owned by OEM in China,国内首家CJLR features the first al,涂装车间Paint Shop,0排放 先进的RO-DIP前处理和电泳工艺使废水排放接近零The advanced RO-DIP system enhances overall cleanliness level

8、s while simultaneously nearly eliminating wastewater discharge95%采用全球最先进的干式喷漆系统，实现高达95%的空气可循环利用，节省60%的能源，同时采用水性环保涂料The advanced Dry Scrubber Spray System allows for 95%of all air to be recycled and achieves energy savings of 60%.Furthermore,the Shop also uses advanced eco-friendly water-based paint

9、that helps greatly reduce pollution.,涂装车间0排放 先进的RO-DIP前处理和电泳工艺使废水排放,总装车间Trim&Final Shop,国内首创合装过程中采用的滑柱动态移动及定位技术为国内首创，领先于国内同行业竞争对手。Highly sophisticated dynamic strut movement and locating system technology,which was first created and used in China,allow for performance that far surpasses similar faci

10、lities used by competitors 品质监控通过ANDON系统、VCATS电子模块系统、以及无线射频车辆追溯技术，严格监控确保产品品质。The advanced delivery system,ANDON system,VCATS electronic detection system and RFID vehicle tracking technology enable the Shop to strictly monitor and ensure product quality.,总装车间国内首创合装过程中采用的滑柱动态移动及定位技术为国内,4立柱振动试验近10周的强化路

11、道路模拟耐久试验相当于国内襄阳试车场强化路12000公里耐久试验相当于用户综合道路行驶25万公里,涉水试验试验场地：广德试验场，包含深水缓行、倒车项目，快速冲水误操作模拟最大涉水深度：450mm最大冲水车速：65km/h极限工况试验试验场地：中汽中心盐城试验场，专为捷豹项目建造试验项目：跳坡试验、方坑试验、路缘石冲击试验全天候气气候舒适性试验实验场地：同济大学环境风洞试验模拟实际的温度、光照，温度区间-1843，包括空调性能试验、暖风性能试验、除霜除雾试验等,开闭件耐久试验模拟客户实际使用的动作和过程模拟客户使用环境温度，从极寒到极热（-40 到+82）的多个温度的交变循环模拟客户使用周期相当

12、于10年（或相当于240000Km）的验证钣金台架的静态刚度、静态强度的结构性能验证,4立柱振动试验涉水试验开闭件耐久试验,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 testEquivalent to the users comprehensive road 250,000 km,Wad

13、ing 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 Ground,built for Jaguar projectJump slope test,square pi

14、t 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 test,heater performance test,defrosting defogging test,Opening&

15、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 customer service cycle is equivalent to 10 years(or equivalent to 240

16、000Km)verificationStructural performance verification of static stiffness and static strength of sheet metal frame,4 Column Vibration TestWading,英伦血统British Lineage,全球品质 World Class Quality,共享价值Shared Values,英伦血统全球品质 共享价值,奇瑞捷豹路虎汽车有限公司常务副总裁Deputy President,CJLR,陈 雪 峰Mr.Chris Chen,奇瑞捷豹路虎汽车有限公司常务副总裁陈 雪

17、 峰,捷豹路虎中国|奇瑞捷豹路虎联合市场销售与服务机构常务副总裁Deputy President,IMSS,胡 俊 Mr.James Hu,捷豹路虎中国|奇瑞捷豹路虎胡 俊,数据来源Data source,汽车消费主体年轻化趋势明显Young Generation Become Mainstream Group in Car Consumption,数据来源汽车消费主体年轻化趋势明显,传统中大型豪华轿车消费群体的洞察,宝马5系 L奔驰E-Class L奥迪A6 L核心洞察理性消,Consumer Insight in Traditional Middle-Large Premium Car S

18、egment,BMW Series 5 Benz E-Class LAud,传统中大型豪华轿车消费群体的洞察Consumer Insight in Traditional Middle-Large Premium Car Segment,传统中大型豪华轿车消费群体的洞察ABB的共性理性的,渴望不同，但仍在主流/Pursue distinctiveness while keep in mainstream满意目前阶段，但寻求稳定的发展/Satisfied with current situation and looking for further development追求敏锐的洞察/Havin

19、g smart insight追求优越感/Looking for excellence家庭是核心/Family is priority不好胜，避免高调/Low profile追求精神愉悦，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是一辆All new Jaguar XFL is:,主流品牌的非常之选Different Choice from main

20、stream brands,传递优越感的Product delivers SUPERIORITY,触手可及的产品Product APPROACHABLE for them to consider,彰显理想与抱负的ASPIRATIONAL for them to embrace modern mindset,不同，但不置身事外DIFFERENT BUT NOT STANDING APART,主流之中，优越至上SUPERIORITY AMONG MAINSTREAM CHOICE,可望亦可及APPROACHABLE,志存高远ASPIRATIONAL,捷豹XFL是一辆主流品牌的非常之选传递优越感的触

21、手可及的,新格调运动商务座驾The Most Dynamic Business Sedan,非常 不寻常Not Business as usual,新格调运动商务座驾 非常 不寻常,驾乘同享Enjoyment with the experience of ride&drive,驾乘同享,Longer更长,3,100mm,+140mm,+116mm,+157mm,Longer3,100mm+140mm+116mm+157m,Luxury更奢华,Luxury,LatestTechnology更先进科技,Latest,目标用户Target Consumer,追求品质生活Pursuing qualit

22、y life 注重精神愉悦 Paying attention on spiritual enjoyment彰显不同品位 Showcase different taste,目标用户追求品质生活,男性或女性，30-40岁已婚有年轻子女，进入稳定生活阶段有洞察力的、精致的、有修养的敏锐满意目前的生活阶段，追求稳定发展,关注社会认同，有品位，想要有点与众不同，追求优越感，但仍是主流,人群形象及生活方式,购买动机,对XFL的态度,志高存远，更触手可及有远大理想的捷豹品牌独特的外观设计精致豪华的内饰更宽敞的空间最新科技便捷售后,适合目前社会地位,实现个人追求,提高生活品质,用车需求,彰显社会地位,渴望的优

23、越性，渴望不同,生活享受,核心竞品,宝马5系 L奔驰E-Class奥迪 A6L,捷豹XFL的用户形象,男性或女性，30-40岁关注社会认同，有品位，想要有点与众不,Male or female,30-40 yrs.oldMarried with young child,established&stable life stageDiscerning,refined and culturedSatisfied with current life stage,looking for steady progress,Care about social recognition,personal tast

24、e,and want a little different with crowds to pursue the feeling of superiority,but still staying within mainstream,Profile&Lifestyle,Purchase Motivation,Attitude towards XFL,Aspirational,more approachable Aspirational Jaguar Brand Distinctive exterior designExquisite and luxurious interior More spac

25、ious roominess High-tech featuresLower price More convenient after-sales,To fit current social status,To fulfill personal aspirations,To improve life quality,Vehicle Needs,Social status badge,Aspirations for superiority/being different&discernment,Life enjoyment,Key Alternatives,BMW 5 series LiMerce

26、des-Benz E-ClassAudi A6L,TA Profile of Jaguar XFL,Male or female,30-40 yrs.old,品牌共生Multi brands symbiosis,南美洲热带雨林 Tropical rainforests in South America,品牌共生南美洲热带雨林 Tropical rainfore,ABB+J,捷豹XFL,以独特的品牌个性和产品特性创领这一细分市场Jaguar XFL will be a front runner in the segment with commitment of innovation depending on the distinctive brand appeal and product features.,ABB+J捷豹XFL,以独特的品牌个性和产品特性创领这一细,Thanks,Thanks,感谢聆听,感谢聆听,