Chery Jaguar Land Rover plant in Changshu inaugurated

The manufacturing facility of Chery Jaguar Land Rover in Changshu, East China's Jiangsu Province, officially started operations on October 21.

Besides being a major milestone for the company itself, its launch also presages full business operation of the joint venture and a significant change in China's premium auto market.

Chery Jaguar Land Rover, a joint venture between China's leading automaker Chery Automobile Co. Ltd and British premium automaker Jaguar Land Rover, is the first-ever Sino-British premium automotive joint venture.

Stage One investment in the joint venture, which boasts state-of-the-art production facilities with annual production capacity of 130,000 vehicles, reached a total of 10.9 billion yuan ($1.78 billion).

The award-winning Range Rover Evoque, one of Jaguar Land Rover's bestsellers in China, is being locally produced at the Chery Jaguar Land Rover plant in Changshu after it was rolled out on October 21. This first locally produced British premium SUV heralds a new beginning for the Chinese premium automotive manufacturing industry and is expected to be available on the Chinese market in early 2015.

To meet China's growing appetite for premium vehicles, Chery Jaguar Land Rover will continue to expand capacity in the future and also increase its product offerings to Chinese consumers - three Jaguar Land Rover models are expected to be produced at the plant by 2016, the company said.

Covering an area of 1,220 mu (or 813,300 sqm), the Changshu plant is expected to further strengthen the Jaguar Land Rover brand's presence in China, which has become the company's largest market since 2012 and accounts for around one-fourth of its global sales.

In a bid to provide quality premium vehicles to China, Chery Jaguar Land Rover expands on its pure British lineage and demonstrates its commitment to world-class quality. Quality has always been the company's top priority, said Chery Jaguar Land Rover President Chris Bryant.

"Chery Jaguar Land Rover remains committed to delivering excellence in its quest to lead the Chinese premium automotive industry through its historic British lineage, world-class quality and unique shared value approach," he said.

Equipped with top-notch equipment and technology, the Changshu plant is the finest illustration of "the excellence Chery Jaguar Land Rover has to offer," the company said.

The plant is equipped with advanced and highly automated press, body, paint and trim and final workshops, as well as a quality center, an engine plant, and a uniquely designed point-to-point logistics system. Meanwhile, a research and development facility is also included to develop products tailored to the Chinese market.

Both cutting-edge facilities as well as outstanding talents are needed to fulfill Chery Jaguar Land Rover's dedication to become a leading automaker that inspires excellence in China's premium auto market.

Chery Jaguar Land Rover has conducted extensive training for its over 2,000 employees before the official inauguration and comprehensive training programs will continue to be offered. Key employees are also trained in the UK to make sure that they fully understand the system and process required to deliver world-class quality products.

"We will continue to offer world-class quality products and services to Chinese customers, enabling them to enjoy the unique premium automotive brand experience that they most desire," said Chery Jaguar Land Rover Deputy President Zhu Guohua.

To emphasize its long-term commitment to the Chinese market, the joint venture has announced a slew of exciting new plans for the future. The plant will be outfitted with full aluminum body manufacturing capabilities, boosting Chery Jaguar Land Rover as the automobile manufacturer inspiring excellence in this sector. With locally produced vehicles set to hit the Chinese market in early 2015, the brands' sales are expected to further surge and the landscape of China's premium car sector is also about to be changed.

"The most important things are consumers' brand experience and the quality of our products," said Chris Bryant.