Everyone should also find that the focus of automobile consumption rights protection every year is mostly on product quality and brand service. As long as there is a gap between these two aspects, it will disintegrate the trust that consumers have built up hard. Without the "moat" of "user trust", how can car companies talk about long-term development? Moreover, reliable quality and excellent service actually completely cover the technology, market strategy and user thinking mentioned above, which is the underlying methodology for the upward development of automobile enterprises.
If you still don't understand, Chery Jaguar Land Rover may give you some inspiration. As the first Sino-British joint venture high-end car company in China, it has been adhering to the global business philosophy of "customer first" for more than ten years, actively practicing the "China voice", and creating a pure British luxury experience that exceeds expectations for users in the China market, which not only creates a profound British luxury image and gentlemanly demeanor, but also makes Land Rover and Jaguar the best advertisements on every road. Behind the leap-forward growth and development, it is inseparable from the long-term layout of Chery Jaguar Land Rover in terms of quality and service.
Win by "quality" and die by "imperfection"
To say the product quality of Chery Jaguar Land Rover, we have to go back to the source, which is Changshu production base. This is Jaguar Land Rover's first vehicle manufacturing plant outside the UK, and it is also Jaguar Land Rover's global model factory. The so-called "model", in my opinion, is not only aimed at the global production system of Jaguar Land Rover, but also radiated to other luxury brands. This is not afraid of comparison. The three core advantages of Changshu production base, whether it is hardware, technology or technology, determine that the Chery Jaguar Land Rover model born here can continue to occupy a high reputation.
The first is advanced car-making technology and technical support.
As we all know, aluminum and aluminum alloys are regarded as high places in many automobile manufacturing materials because of their light weight and corrosion resistance. Today, there are still many OEMs that are constantly seeking aluminum body technology, and want to transplant the value of lightweight to product dimensions such as handling, endurance and comfort, so as to strengthen their competitive advantage. In this regard, Jaguar is a veritable expert. As early as the late 1940s, it achieved excellent performance and flexibility with its aluminum body, and wrote a legendary glory on the track. Subsequently, Jaguar constantly tempered and polished this technology and fed back all-aluminum scientific and technological achievements to the passenger car field.
On April 20 16, the high-end aluminum technology led by jaguar land rover was officially introduced to China, which also means that the first intelligent autocratic all-aluminum body workshop in China was ushered in at Chery jaguar land rover Changshu production base, and the automation rate reached 100%. In addition, the automatic riveting technology adopted by Chery Jaguar Land Rover is also recognized by the industry as the most advanced aluminum connection technology for aviation-grade car bodies. This technology further highlights Chery Jaguar Land Rover's leading position in the field of all-aluminum technology, because it not only solves the problem of aluminum alloy connection that makes many car companies discouraged, but also enables vehicles to withstand longer and more intense collisions when subjected to external shocks, breaking the stereotype of "lighter body and lower safety" in one fell swoop.
As pioneers of all-aluminum technology, the aluminum utilization rate of Jaguar XFL and Jaguar XEL is as high as 75%, and the most significant effect is that the weight of the car body is reduced by 20%-45%, and the strength of the car body is improved by 30%, innovatively combining the two advantages of "steel bars and iron bones" and "light as a swallow". In addition, due to the high lightweight, Jaguar XFL and Jaguar XEL also have more room to adapt to complex technologies, such as improving the sense of acceleration, strengthening the sense of control and improving the sense of steering. Through the update and landing of all-aluminum technology, Chery Jaguar Land Rover also shows consumers the diversity and three-dimensional sense of luxury-it is hidden in the intangible solid quality and also appears in the control again and again.
Secondly, it is highly intelligent equipment and hardware.
Chery Jaguar Land Rover Changshu production base has a strong intelligent color. Its workshop is like a sci-fi world, from servo stamping to welding, from automatic spraying to 3D visual positioning, and other functional divisions are all covered with robots. They perform their duties and operate in an orderly and efficient manner. It is clear at a glance how to cast the safety and quality of new cars.
At the same time, Changshu production base relies on the power of industrial internet to realize digitalization in all directions. For example, Chery Jaguar Land Rover has launched the world's advanced "end-to-end" manufacturing execution system MES, which covers many functions such as order, manufacturing, quality, logistics, error prevention and traceability. , not only realizes the interconnection of quality information, strengthens the production quality in multiple dimensions, but also realizes the traceability of the whole product life cycle.
The intelligent means mentioned above are aimed at reducing the error rate, improving efficiency and ensuring safety and quality, but the goal of Chery Jaguar Land Rover is not limited to this. It understands the personalized and diversified needs of luxury car brand consumers, so it has opened up an additional customization system in the manufacturing system, which can handle 300,000 personalized optional configurations and accurately meet the needs of consumers with the special courtesy of "one car, one order". From this perspective, the user thinking of Chery Jaguar Land Rover actually started from the source.
Then, there are extremely strict quality control procedures and testing standards.
Chery Jaguar Land Rover's exactness on exterior engineering is as fine as a millimeter. At first, it was required that the surface difference of the door gap must be within +/-0.5mm, and later this standard was extended to improve the appearance and visual quality of the whole vehicle. For example, in the brand-new Land Rover Aurora L, from the on-line measurement of the body assembly in the welding workshop to the on-line measurement of the gap surface difference, from the off-line lidar of the white body and the blue light scanning of the shutter GOM to the on-line measurement of the sunroof, and so on. , all within the detection control range of the one millimeter project.
Even in the product development stage, Chery Jaguar Land Rover pursues strict standards, and each Chery Jaguar Land Rover model still needs to be tested many times before it is officially delivered to consumers. Taking the rain test as an example, 65,438+0,000% vehicles will be subjected to the all-round rain test of 4 tons water standard for 5 minutes, and the other 5% vehicles will be subjected to the all-round strong rain test for 20 minutes. In the quality center, 2% of the vehicles will still undergo a 20-minute static rain test. Other tests also follow the quality inspection principle of "reeling and peeling cocoons" As long as one item is not up to standard, it is impossible to obtain "graduation qualification".
Undeniably, the coming era of smart electricity has indeed opened up a new world for us, but whether it is the old world or the new world, the automobile industry should take a rigorous and meticulous route. The intangible dimension of quality should also be the most worthy field of innovation for automobile enterprises. Adhere to the long-term Chery Jaguar Land Rover, from the very beginning, carved the creed of "quality first" into the DNA of the enterprise. Around this creed, it has established a strict quality system, introduced advanced technology and equipment, and stuffed in all kinds of imperfect details. These efforts have created the high-quality reputation of Chery Jaguar Land Rover and won many authoritative third-party certifications. Only last year, Land Rover brand was listed as luxury in J D Power 2022 China Vehicle Reliability Research (VDS) and J D Power 2022 China New Car Quality Research (IQS) respectively.
Make unremitting efforts to achieve a model of service.
If the first-class products created by Chery Jaguar Land Rover make consumers fall in love at first sight, then the warm-hearted service it provides will make users feel timeless. In addition to making the basic after-sales work more detailed and professional, Chery Jaguar Land Rover also applies its research results in the digital field to the service level to meet the forward-looking needs of users.
On the one hand, Chery Jaguar Land Rover has built a remote service system consisting of an electronic vehicle health detection system (eVHC) and a remote technical diagnosis support system, which is accurate and efficient. It breaks the boundary between time and space and gives users a more convenient after-sales experience. On the other hand, Chery Jaguar Land Rover also establishes a unique service model for each user through the MCT intelligent service system, aiming at different factors such as car age, model, region and car habits, and updates the vehicle information for them in time to remind them of maintenance.
When the vehicle needs maintenance, users can also choose one-click appointment to pick up and deliver the vehicle, such as vehicle maintenance inspection, work order confirmation, payment and evaluation. , can be completed on the APP, which avoids the time conflict and overlap of users and further improves the convenience of after-sales service.
It can be found that Chery Jaguar Land Rover has something in common in after-sales service and product quality. Generally speaking, it is "car companies do more and users do less".
When the products are still in the factory, Chery Jaguar Land Rover will adopt a strict attitude beyond the industry level, check everywhere, and avoid the risk of consumers' car use as much as possible; After the vehicle was delivered to the owner, it did not slack off, but wanted to take the lead in making various after-sales arrangements in front of the users, and appeared in time when the users needed it, giving accurate and professional help. Such thoughtful care is naturally visible to the market and consumers. The land rover brand has won the authoritative honor of the runner-up of China after-sales service satisfaction research (CSI) by J.D. Power for four consecutive years, which is another victory of Chery Jaguar Land Rover's "new modern luxury".
Since 20 12 entered the China market, Chery Jaguar Land Rover has gone through more than ten years of deep cultivation, from scratch to excellent transformation. With user demand as the engine, product quality as the cornerstone and after-sales service as the backing, under the escort of "new modern luxury", we have stood firm in the positive competition between quality war and value war in the automobile industry. In the future, under the guidance of "new modern luxury", Chery Jaguar Land Rover will continue to kick off the next golden decade with its powerful system strength and extraordinary growth resilience.
This article is from Che Yi 1 Che Meng, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.