2020 global auto market, it is already a master. After all, no one can jump off the impact of the global epidemic. The route selected between the car enterprises and car companies is not the same. Some choose to keep the sales base disc, some choose to protect the share of the core market, and some choose to keep the profit.
Take the Jaguar Land Rover as an example, it chooses to keep the profit. In 2021, the revenue report was announced, the third-quarter revenue was 6 billion pounds, an increase of 1.6 billion pounds over the previous quarter, and the earlier profit was 439 million pounds. The ring increased by 374 million pounds, a year-on-year increase of 121 million .
After the money is rich, the bottom of the speech is naturally a lot. Almost in the same period, it announced the quot; reimaginequot; strategic plan, planning the future in the future. This plan is quite high-profile and
The sales volume, dangerous!
In terms of sales and profits, the Jaguar Land Tiger chose the latter. In 2019, the global strategic deployment was adjusted, cutting 2.5 billion pounds cost spending, and nearly 6,000 employees in the world, now to see the purpose of the effect, it is true. Nowadays, the Jaguar Land Rover has made good progress in key indicators such as revenue, profit and cash flow. At present, there is a $ 6.4 billion cash flow reserve on the account.
But from the results, sales of sales is very exaggerated. 2020 is the third decline in the global sales of Jaguar Land Rover. Compared with Jaguar brand up to 36.5 percentage, the 323,000 performance of the Land Rover brand can be calculated to perform stability. In 2020, sales only 4259 million vehicles were sold, down 23.6 percentage, and the history is new. Although the profit and loss in the Jaguar Land Roker is improved, but it consumes too many customer volumes, and it is likely to be another big hidden danger.
The main reason for the additional sales decline may not only be at the cost level, but may also be in technology route. Although Jaguar Land Tiger ElectricThe direction of the process is correct, the 48V weak mix system has been introduced, and the pure tram type is also introduced. However, the product of the model has not improved, which is like a retreat to the passiveness of the points policy. Therefore, from another aspect, the dangerous seeds have been buried.
The vigorous ambition is urgent!
In order to alleviate the crisis, in the beginning of 2021, the Jaguar Land Tiger has read the future prospect. Different strategies have been developed for both brands: Jaguar seeks electrification cooperation, and there are two new energy platforms in the road.
From the perspective of decision, the Group has highly hope to the Land Tiger brand, with independent research and development of two self-places, mixing longitudinal modular architecture ( MLA) and pure electrical modular architecture (EMA). And for the electrification of the Land Rover brand, there is a lot of caution, and the MLA platform is launched around 2022-2023. In 2024, the first EMA platform created a pure tram type, and the future products will only provide mix and pure electric models. Optional. The Jaguar brand will be fully upgraded to an electric brand after 2025, and it is planned to reduce the production of 25% in the next five years. And will enhance the brand positioning, seek cooperation outside, becoming the competitors of Aston Middot; Martin and Bentley electrified products. It is relaxed and is quite clear, forming a differentiated brand direction.
From the conventional sales, the Land Rover does also have a bottom gas into the group’s strength. The base is made, and the future Land Rover is expected to bring more gainful growth to the group. Jaguar or will become a group of constructors, profits and sales will no longer be the direction of their future. It is a good thing for the Land Roker brand and Jaguar brand. At present, the two brands are difficult to divide.
From the plan, Jaguar Land Rover is full, the goal is to complete the pure electric power to 60% in 2030, and the plug-in hybrid is 10%, and other mixed models account for 30%. Sales architecture construction. 2036Sales of zero emissions vehicles worldwide, and reached the goal of the clean-zero carbon emissions in the whole industry in 2039. In the early years, the Land Rover also has proposed it in 2020 to fully realize electrification, but if you see, it is not realized. Therefore, the new plan sounds blush, but the actual planning is unclear, but it has placed the long line to the next 20 years. As the saying goes, the far water is difficult to get ruthless, although the ambition is full, but the current situation is worrying. It seems that the Jaguar Land Tiger is really anxious! Emergency. 
quot; reimaginequot; is a promising view of the Jaguar Land Rover, but combined with strategic plans and reality The future of the group is still unfair, and the long-term plan is blooming, but there is no score with a strings, can’t play an elegant song. Reimaginequot; Strategy has not given a solution. It can be said that internal problems have forced Jaguar Land Tigers to make reforms, but the sporadic idea between rushing is unable to pay attention. The two brands of strategic transformations can only be counted as a future look of the Jaguar Land Tiger brand, and the implementation requires a long discussion.