Jaguar Land Rover leaps into prime position

Bob Grace, regional president of Jaguar Land Rover Greater China spends time with the Hope School students in Ya'an.

China dedication

Grace said he seizes every opportunity to make Jaguar Land Rover a household name that stands for British excellence in China, reflecting the company's "customer first" philosophy.

"Customer first has been the guiding philosophy behind so much of our success in recent years in China," Grace noted.

Under his leadership over the past four years, the dual brands have become sought-after among Chinese customers as almost all their models now have waiting lists.

To quench the thirst, the company has engaged intensively with headquarters and secured an increased supply of Jaguar Land Rover's most popular vehicles to China in time for the third quarter.

What's more, by the end of this year, the company will have started the production of its first China-made vehicles at an 11-billion-yuan ($1.8 billion) joint venture plant with Chery Automobile Co, the automaker's first and sole overseas manufacturing plant.

The company is also expanding its network to maximise customer satisfaction. It currently has 153 dealerships operating across the country and will open 100 more in the coming year, with the focus on lower-tier cities.

"Powerful products, caring services, expanding network and on-going training are all deployed in accordance with the customer first philosophy, which is deep in the Jaguar Land Rover DNA," he said.

Doing business in a vast country like China can't be an easy task. But Grace said he is ready to take on any challenges to navigate Jaguar Land Rover in China's dynamic automotive market.

"We at Jaguar Land Rover are utterly committed to China. We have seen a rapid rise in our status and success. By focusing on our commitment, responsibility and development, we are confident of building a sustainable and enduring future for Jaguar Land Rover in China," Grace concluded.