CBI member, Jaguar Land Rover handed over the keys to the first Jaguar I-Pace sold in China last week, at a launch event held in conjunction with the Guangzhou International Automobile Exhibition.
JLR launched the car to much fanfare and announced that the I-Pace launch was the start of a new campaign aimed at re-invigorating the JLR brand within the China market.
JLR have taken a two-pronged approach to marketing the I-Pace, and announced a new collaborative project aimed at improving the company’s satellite navigation offerings as well as a new racing series featuring the I-Pace car.
The British car manufacturer will collaborate with the China Tourism Association, the Geographical Society of China, Chinese National Geography and Baidu to launch ‘Land Rover Road Trip Ratings,’ a new satellite navigation system which will be incorporated into JLR vehicles.
JLR hopes that collaboration with these organisations will help it develop enhanced intelligent navigation services for use in its cars sold into the China Market. The system will provide drivers with alternative routes which are practical, scenic and fun to drive. JLR hope that the system will become the market leader in China and enhance the distinctive brand experience and appeal.
The second step the company has taken to enhance its brand and broaden appeal is to launch a new racing series featuring the I-Pace car.
At the same event in Guangzhou, JLR announced the launch of the Asia I-Pace trophy, featuring Chinese race drivers, Wang Tao and Zhang Yaqi.
The Jaguar I-Pace Trophy will be the world’s first championship for mass-produced all-electric cars and will serve as an official supporting race of the Formula E Championship.
JLR plans to use the series as a way of promoting the brand in China, and spectators will be able to see the Jaguar I-Pace Trophy cars in action at the Chinese Sanya Grand Prix and the Hong Kong Grand Prix; both in March 2019.
The series is also sponsored by JLR’s navigation partners, Baidu.
According to JLR’s marketing executive vice president, Paul Hu, “JLR’s taking the lead in cooperation with Formula E proves that the British premium automobile brand owns cutting-edge electrification technologies and forward-looking strategies […] the unfolding of the Jaguar I-Pace eTrophy Championship will be a good chance to popularize the Jaguar I-Pace in China.”
JLR has started to sell the I-Pace in 29 cities across China and plans to roll it out across all 224 dealerships in the country.
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