JLR showcases its commitment beyond being a carmaker at CIIE

British premium carmaker Jaguar Land Rover has showcased its commitment to sustainable luxury and strengthened British-China relations at the seventh China International Import Expo, which concluded on Sunday.

At this year's CIIE, JLR, as the largest carmaker in the United Kingdom, highlighted its latest electric vehicle innovations but also underscored its role in fostering cross-cultural ties between the two nations.

Caroline Wilson, the British ambassador to China, visited the company's booth on Wednesday to celebrate a decade of the Dream Fund, a charitable initiative launched in collaboration with the China Soong Ching Ling Foundation.

Over the past 10 years, the initiative has invested over 100 million yuan ($14 million) and has reached more than 700,000 young people across China through programs focused on education, social welfare and cultural exchanges.

In celebration of the Dream Fund's 10th anniversary, JLR invited some teachers and students who have benefited from the program to attend the CIIE.

"At this year's CIIE, I had the pleasure of seeing the Formula E champion-winning Jaguar I-TYPE 6 and meeting teachers and children from the JLR Yunnan Hope School," said Wilson.

"It showed again how companies like JLR are a vital part of industrial, innovation and cultural exchange between our countries," she said.

JLR's story with the JLR Hope School, which is located in Zhaotong, Southwest China's Yunnan province, began in 2014, when its buildings were damaged by an earthquake.

Upon hearing the news, the British carmaker donated 5 million yuan, thus marking the start of a connection that has continued to today, setting an example in terms of corporate social responsibility in the automotive sector.

"JLR has for many years been a leading representative of British enterprises in China and is deeply committed to this market. The UK economy benefits when British firms and investors like JLR succeed in China," said Wilson.

Tim Howard, JLR China's CFO, expressed the company's dedication to strengthening these cross-cultural ties and deepening its engagement with the Chinese market.

"The CIIE serves as an open stage for fostering mutually beneficial cooperation between China and the world, and it is a crucial platform for us to deepen our localization in the Chinese market. Our participation in the CIIE for seven consecutive years underlines JLR's unwavering commitment to China and reaffirms our strong confidence in advancing innovation and corporate social responsibility within the country," said Howard.

Showcasing luxury EVs

Reflected at its booth was JLR's ambitious "Reimagine" global strategy, which emphasizes sustainability and electrification. With a display of nine imported models across its signature brands — Range Rover, Defender, Discovery and Jaguar — the company reinforced its "modern luxury" ethos.

These brands cater to various tastes, with Range Rover representing "Lead by Example", "Embrace the Impossible" Defender, Discovery emphasizing versatility, and Jaguar showcasing unique luxury.

The star of the show was undoubtedly the Jaguar I-TYPE 6 Formula E car, making its debut at the expo. This car helped Jaguar clinch its first ABB FIA Formula E World Championship this year, reinforcing JLR's commitment to electric mobility.

According to JLR, the innovations in their Formula E vehicles, like the I-TYPE 6, serve as testing grounds for electric technology, which will shape the next generation of consumer electric vehicles.

"Our participation in Formula E allows us to test and refine cutting-edge electric vehicle technology," said Howard. "These advancements will directly benefit our next generation of consumer electric vehicles, especially as we aim for Jaguar to become a fully electric luxury brand by 2025."

JLR's broader commitment to electrification includes plans to introduce electric versions of its Range Rover, Discovery and Defender models, aligning with China's vision for a sustainable automotive future.

Beyond its focus on electric mobility, JLR highlighted the importance of local partnerships at this year's CIIE.

In June, JLR entered into a strategic partnership with Chery Automobile to produce electric vehicles under the "Freelander" brand in China. This joint venture aims to leverage the strengths of both companies, creating new, China-specific EVs that cater to local consumer demands.

Pan Qing, member of the board of management of JLR, president and CEO of JLR in China, said: "We are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China. We believe that working together to develop new models of collaboration for the world's largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for Chery Jaguar Land Rover."

By developing models tailored to the preferences and needs of Chinese consumers, JLR aims to strengthen its market position and foster brand loyalty in this vital market.

As JLR advances its electrification and localization strategy, China remains central to the company's long-term growth. The automaker's steady performance in China, particularly its market share of over 30 percent in the high-end luxury SUV segment from January to September 2024, underscores its strong positioning.

Models like the Land Rover, Defender and Range Rover have continued to lead in their respective categories, resonating with Chinese consumers who value luxury and performance.

With its multi-faceted approach, JLR is not only pushing forward in the electric vehicle space but also championing a model of business that integrates cultural exchange with commercial goals.

As JLR looks to the future, it remains committed to delivering premium electric vehicles tailored to the Chinese market while fostering enduring cross-cultural relationships.

JLR's commitment to sustainable luxury and cultural exchange sets a promising example for international businesses in China, reinforcing that growth in this market involves not only technological innovation but also meaningful engagement with the community.