May 2011 | Tata Review

Building a second home

Jaguar Land Rover is growing at a rapid pace in China. The country is all poised to become the largest global market for the company

Business operations
Jaguar Land Rover Automotive Trading (Shanghai) Company, the China operations of Jaguar Land Rover (JLR), imports and distributes the company’s range of premium sedans and SUVs in China. Headquartered in Shanghai, the company has a corporate office in Beijing, three distribution facilities (a fourth one is soon to be opened) and two technical training academies.
In China, JLR sells its exclusive range of products through a distribution network of about 60 dealers, providing sales and service coverage across the country. In 2010, it sold approximately 26,000 units, which generated revenues of around $2 billion. The company is headed by Robert Grace and has 170 employees on its rolls.
Strategy and challenges
In 2010, China was the third-largest market for JLR in the world. In 2011, China is expected to surpass the US to become the second-largest market for the company. Given its size and maturity, China has the potential to become JLR’s largest global market within the next two-three years.
From just 2,000 units in 2005, JLR expects to sell over 40,000 units in China in 2011. The rapid growth of its Chinese business has prompted the company to learn and grow at a rate that is unprecedented in its long history. Internally, the company and its people are learning to keep pace with the growth and demand in China, with the recruitment and development of local talent being a high priority.
Accomplishments and vision
During 2010, the company reported a 90 per cent growth in sales, year on year. JLR’s long-term vision is to make China its second home market, on equal or even more important terms than its market in the UK.
This snapshot was part of a special section on China that appeared in the Tata Review. The section also carried an interview with James Zhan, head of the Tata Sons office in China. Follow the links below to go to the interview and other company snapshots:

“China’s expectations have changed”: Interview with James Zhan, head of the Tata Sons office in China

Nanjing Tata AutoComp Systems: Component competence

Tata Consultancy Services: Right-shoring innovation
Tata Projects: Quality matters
Tata Refractories: First and flourishing
Tata South East Asia: Goodwill ambassador
Tata Steel Asia: Casting master alloys
Tata Steel International: Majoring in steel
TKM Global: Basketful of solutions
Wuxi Jinyang Metal Products: Weaving strands of success

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