Jaguar Land Rover builds an excellent image

At the Guangzhou auto show last week, Jaguar Land Rover also unveiled its latest models to go on sale in China - the Jaguar XE, the Land Rover Discovery Sport and the locally produced Range Rover Evoque.

The made-in-China Range Rover Evoque model is a great example of how localization is helping Jaguar Land Rover support Chinese citizens by creating skilled jobs and boosting the local economy, said Grace.

In October, the manufacturer began production of the flagship SUV at its joint venture plant in Changshu, Jiangsu province. The 10.9 billion yuan ($1.78 billion) shared Chery and Jaguar Land Rover facility employs 2,000 workers and will train Jiangsu's next generation of auto technicians and experts.

Back to society

While Jaguar Land Rover's business performance has been impressive, it is the company's contribution to Chinese society that is one of the ways in which they distinguish themselves from their competitors, said Grace.

At the start of the year, the firm launched a major corporate social responsibility initiative in partnership with the China Soong Ching Ling Foundation - the 50 million yuan Jaguar Land Rover Children and Youth Dream Fund - which is now distributing funding to underprivileged young people across the country.

Jaguar Land Rover's CSR platform supports a number of significant long-term projects including its China football development initiative, Hope School programs in areas affected by natural disasters in Sichuan and Yunnan provinces and the "Never Stop Caring - Journey for Vision" program.

Creative communication

The China Reputation Award is also recognized for the effective and innovative communication strategies Jaguar Land Rover has deployed beyond traditional media platforms.

Emphasizing engaging content that leverages hot social topics and supported by emotional graphic illustrations, the premium automaker has enjoyed the top ranking on several new media platforms including WeChat, the most influential in China.

"Not only for corporate communications but also for our Jaguar brand and Land Rover brand, we keep trying to improve the diversification, digitalization and interactivity of our brand and PR communications," remarked Wang.

"We strive to make our communication content creative, real-time and lively. We also continually enrich our communication platforms, to deliver the most interesting and exciting content through a broad and diverse range of formats."

In winning the award, Jaguar Land Rover and its leadership demonstrated that success is not only measured by numbers on balance sheets, but by the impact you make, the people you help and the dreams that you create, said Wang.

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