Big Cat on the prowl for more market share

What do you think of your company's prospects in China in the context of the current economic situation?

The global economy may still be fragile, but China is built on strong foundations and, by Western standards, continues to thrive.

Yes, China is adapting to a slower rate of growth, but such a rise－6.9 percent in the third quarter of this year－is still incredible testament to the entrepreneurial spirit of the Chinese people.

Jaguar Land Rover may be a young business in China, but we have a great British heritage and it is an honor to trade with such a vibrant and exciting marketplace where 24 million vehicles are sold each year. I understand that only 10 percent of Chinese adults currently drive－with our new vehicles, the Jaguar XE and Land Rover Discovery Sport, it will be a privilege to introduce our iconic brands to a whole new generation.

In your opinion, what is the secret of your business's success in China?

Quality is paramount in any successful business and we have exacting standards in everything we do－a small example is our pressing machinery in Changshu. Everything has been built and designed bespoke for the plant, to quality standards surpassing those anywhere in the world.

It is through strong, mutually beneficial partnerships that we have deepened our bonds with China, always with a greater focus on the customer. This principle guides us on how our employees work with each other as well as how we as a business work with our suppliers, our dealer partners and our joint venture partner, Chery Automobile Co Ltd.

Our investment in people supports this cycle of improvement. We invest more than 3 percent of the employee payroll in training and development. We have invested more than 1 million yuan in our Education Assistant Policy, an initiative which is designed to encourage continuing education among Chinese employees.

What leadership qualities do you consider essential when leading your company in the Chinese market?

Confucius tells us: "If your plan is for one year, plant rice. If your plan is for 10 years, plant trees. If your plan is for 100 years, educate children."

That wisdom from Confucius sums up the way in which we commit to lead our business. In modern terms, it translates to a clear vision based on the foundations of responsibility, innovation and sustainability. People are the key－the people who build our cars and the people who drive them. Jaguar Land Rover is committed to China for the long term, so we focus on forging strong relationships built on trust.

What do you consider important when cooperating with local partners in China?

It is vital that we share the same vision and values as our partners, and that we focus constantly and collectively on our discerning customers in China. That means our leadership must understand the spirit and direction of Chinese customers, businesses and society, rather than thinking only about our vehicles.

It has been three years since we created our joint venture with Chery Automobile, Chery Jaguar Land Rover. Our decision to manufacture the Range Rover Evoque and Discovery Sport in Changshu is a result of our commitment to this partnership, to bring locally built vehicles to our Chinese customers.