The Global Customer Insights team develop a pioneering study in an effort to gain a better understanding of the world’s largest EV market.
China is currently the biggest and most competitive electric car market in the world, with customers buying 1.2 million electric vehicles in 2018 and more than 150 manufacturers of electric vehicles. Boosting sales and brand presence in this segment is also one of Jaguar Land Rovers five strategic priorities
Project lead Elisa Gavilanez said “We have to truly understand who our electrified vehicle customers are in China and what their preferences are so we can design and build cars that are not only highly desirable but also serve their needs in the best possible way.”
To find out what excites and inspires our Chinese customers and how we can serve this market better, the Global Customer Insights team launched a three three-stage project called ‘Pioneers’, or ‘Xian Xing Zhe’ as it is locally known. The project is aimed at better understanding Electric vehicle customers in China. Each phase focusing on a specific topic around EVs, with an overall goal of delivering vital information to all levels of the company supporting Jaguar Land Rover’s long-term electrification strategy.
Phase 1 which came to a close in October focused on understanding electric vehicle customers; who they are and what they value. Phases 2 and 3 will then be based off these findings focusing instead on what makes the perfect product for these customers eventually making recommendations for the best strategy to adopt moving forward, with all three phases concluding in April 2020.
To learn more about the project and share your opinion or to meet the community members visit the Yammer group! Or download the full report from Phase 1 from the GCI website
The Pioneers online community platform operates many functions including free discussion areas, polls, videos, activities and questionnaires and allows for open communication and opinion sharing between attendees. Unlike traditional surveys, this set-up ensures greater depth of information and a greater insight into popular market opinion.
Using this platform to assist phase 1 data gathering, the team were able to successfully gain a detailed insight into the decision making and thinking processes of Chinese EV customers.
If you have any questions or would like to learn more about what the Global Customer Insights team (GCI) are doing to better understand the Chinese market, please contact egavilan@jaguarlandrover.com
