IMSS originally established to coordinate sales (Chery Jaguar Land Rover and Jaguar Land Rover China to establish marketing services and joint), to mark the first anniversary, Lu Yi, chairman of the output. According to sources, is limited by the state of tripartism, along with Chinese and foreign brought a strong game high communication costs and inefficiencies shareholders is an important reason to force them out.
At the same time, the internal market has to Aurora had "Xinxinbaopeng" defend fierce pricing strategy. Since February 1 list price promotions Aurora domestic terminals has reached 90,000 to 12 million dollars, but only a handful of sales.
"Daily Economic News" reporter learned that, since May 1 Japan CPEA three national distributors to stop aurora mention cars, scheduled for May 18 dealers suddenly announced the cancellation of the General Assembly, after the country Aurora mention national distributors suspended cars. Meanwhile, Jaguar Land Rover dealers Chery nationwide verbal notice prohibiting any communication with the media, or cancel the authorization, without rebate compensation.
May 26 Chery Jaguar Land Rover announced a new emergency business policy, including the second quarter, a duty of 10% to 20% and three other measures to ease the pressure on dealers. In this regard, stakeholders told reporters that the policy is "delaying tactics" and can not fundamentally solve the problem of existence distributor, the fundamental problem is that domestic aurora expensive and slashed prices, resulting in a large loss of customers.
Analysts believe that the current domestic production generally questioned expensive Aurora, and Chery, making short-term outlook is difficult to profitability, the high price of domestic aurora exposes Chery will be the joint venture as a "profit cow" urgent mentality ; Jaguar Land Rover is concerned, it is to consolidate their internal models for the leading position in the luxury car market in China in the second camp, and therefore the quantity of quickly becoming the most important demands.
At this time, domestic aurora "curse market" Chery Jaguar Land Rover still hung in the head, "Daily News" reporter has learned that distributors have formed partnerships, and negotiations came IMSS for more practical policies still in business Game course.
Domestic profit sharing margin Aurora over 20%
"Domestic Aurora has been down 13 points to mention cars, but the market has already exceeded 20 points promotions every car sold are big losses." At Jaguar Land Rover dealers said, after a good profitable models in Aurora After making the change of imported and domestic, market acceptance due to substantial price cuts and rapid decline.
In 2011, when imports from China, an offer of more than 150,000 yuan of Aurora, now the highest bid of more than 120,000 yuan, the price was about 700,000 yuan from the time of importation, to about 350,000. Even more surprising it is that the enormous concessions behind the Aurora sales data fall rather than rise. Related statistics show that the first quarter of this year, sales of the Land Rover brand of imported cars rose 5.3%, and in this context, Chery Jaguar Land Rover executive vice president Zhu Guohua admitted to the media, the first Land Rover Aurora domestic sales "fell below expectations."
Explanation of Chery Jaguar Land Rover, said falling sales of dawn was mainly due to three reasons: first car, and imported Chinese-made cars in a switching period, the second is CCTV "3.15 incident" for consumers to buy influence, third is customary imported car sales dealerships Jaguar Land Rover, the internal models for the target audience to capture inaccurate. "In fact, the most fundamental reason for high prices is traded on the domestic aurora cold case." Jaguar Land Rover almost gave stakeholders. From February 1 listed aurora models sold domestic terminals shrunk more than 20%, the market performance that can be defined as the total defeat of the strategies of domestic prices of Aurora.
Listed at the beginning, made 448,000 yuan dawn of the guide price to enter the market, the main selling price of 498,000 yuan and 552,800 yuan of the two models, the price after the release sparked heated debate. Previously, the import price of 578,000 yuan and 666,000 yuan Aurora.
The models with the same level compared to competing products, the Audi Q5 and Mercedes GLK kingpin models are priced at around 400,000 yuan. "Aurora cause the market factors in domestic prices, especially the two sides are too optimistic about market expectations, with both hope made cars fast profit, it must be emphasized that the amount of profit models go, but at high prices listed can imagine. "said an auto industry analyst, told reporters.
Aurora failure of the domestic market, a direct result of Jaguar Land Rover came to the Chinese market "five even lower." Since December 2014, sales of Jaguar Land Rover in China year on year negative growth, the situation continues. In April this year, sales of Jaguar Land Rover in China dropped 20.9 percent market share; January to April, sales of Jaguar Land Rover in China market fell more than 20%.
China Automobile Dealers Association, the "Daily Economic News", told reporters that a luxury car Chery Jaguar Land Rover to the Chinese market, "very confident", but consumers increasingly rational, the hand of the market will push their prices should Prices in the region.
Launch Rescue Deal Business
A source close to the Jaguar Land Rover to the "Daily Economic News" reporter, said source pressure as cash flow, dealers of Jaguar and Land Rover have been suspended national aurora mention cars. "If no price adjustment, national aurora difficult market recovery is expected." Said the official.
At this time, the market had performed better market challenges face brand Land Rover. It is reported that in addition to the Range Rover Sport Bike profit 5000-10000 yuan, the other models are all at a loss. In particular aurora, higher sales target this year, but the market performance bleak than expected. "Almost no tasks dealer sales to complete the dawn." Said the dealer.
To relieve emotional resistance distributors, May 26 Chery Jaguar Land Rover announced a new business policy. Corporate communications Chery Jaguar Land Rover Lei Hebei senior manager to the "Daily Economic News", told reporters that Chery Jaguar Land Rover has completed the development of new trade policies, the press release of the core is selected.
Since then, the journalist "Daily News" learned from relevant sources that current second quarter corporate policies Chery Jaguar Land Rover's 2,015, mainly related to the content include: accelerating bonus payments by extending the sale of projects supported ways improve cash flow of dealers; April to June the aim reduced sales by 10% to 20%, increase the amount of content such as blurred rebate. "The new trade policies aimed at domestic Aurora, currently only dealers pressure, business inventories depth Chery Jaguar Land Rover has reached a high point of three to four months." The official said the new trade policies have a certain compensation for loss of distributors, but then the market will be more difficult.
"Domestic Aurora (non-tradable) The key problem is the price, our demands are OEM list price." Said the official village near Chery Jaguar Land Rover. It is reported that Jaguar Land Rover dealers consisting of the Chamber of Commerce is working with the IMSS approached but did not reach a final agreement.
Reporters learned that the current demands of distributors, including price adjustments, reduced sales targets and ease the pressure on stocks and other aspects.
However, Chery Jaguar Land Rover in response, "Daily News" reporter, said, "As an isolated phenomenon, (domestic Aurora) does not rule out that there will be some in the market at a promotional price lower price." However, we understand, Beijing, Shandong, Chengdu, Shanghai and other places, domestic Aurora SPG has reached 10 million yuan.
IMSS anniversary of respondents
In the current market difficulties facing domestic aurora, sales, market IMSS, sales and brand building reprehensible. Last May, the IMSS established as a commitment to the interests of shareholders, the IMSS is not an independent legal person, Lu Yi, former president of the Greater China president Gao Bo Jaguar Land Rover, Jaguar Land Rover CEO Bairun Chery and executive vice president Zhu Guohua tripartite reports.
Originally established to coordinate sales of the IMSS, it has become the focal point of contradiction. It is reported that there is no power of decision of the IMSS has assumed the sales management, distributor approval, the basic work of the policy and a number of commercial interests of both shareholders touch. Reporters learned that it is difficult to obtain shareholder confidence between the parties is the root cause of inefficient operations IMSS.
Hebei Lei accept the "Daily Economic News" reporter, he said, IMSS is currently based on the previously planned to promote the work, "there is no possibility of adjustment." "Before the rebate settlement month, etc., now they have become very complicated." A Jaguar Land Rover, told reporters, according to the market situation of trade policies need to be adjusted, and very confusing.
You affected by the continued profitability of Jaguar Land Rover dealers they suffered losses for the first time this year. "Currently, over 95% of distributors are losses." The dealer told the "Daily News" reporter, said that this is mainly due to its large contribution to earnings after Aurora. "The sides shareholders friction causes the IMSS will become a victim." He told official familiar with Chery Jaguar Land Rover reporters that although the joint-venture auto China has gone through 30 years, but the balance of interests is even more complicated. IMSS has become a typical internal friction.
Above official said, for the full confidence of professional managers is crucial in the joint venture. Currently active in China's auto market has experienced professional managers of China's auto market gradually mature stage, whether in the name of which foreign shareholders, the judgment of the market must be trusted by both sides, but Chery Jaguar Land Rover, confidence has not yet been formed.