Range Rover Evoque Now Made in China

By Mark Stone, Asia Correspondent

For the first time in its history, the iconic Land Rover brand is no longer exclusively 'Made in Britain' but now 'Made in China' too.

Jaguar Land Rover (JLR) has opened its first factory in China and production of a Chinese-made Range Rover Evoque will begin within a few months.

The factory, in Changshu, north of Shanghai, is the consequence of a joint venture with Chinese automobile firm Chery.

Built over two years, the 40,000 square metre site represents a £1.9bn investment plan which JLR hopes will significantly increase its profits.

The opening came as the company acknowledged that its China sales growth this year was 20% up, compared to a 40% figure last year.

Company bosses attribute that to a slightly slower Chinese market and point out that sales in China remain strong.

The Evoque models built in China will not be available to export

Since the Range Rover Evoque was launched, one in five of the cars have been sold to Chinese customers.

The company will be wary though of the fickle nature of the Chinese consumer; always searching for something new and different.

If too many people drive Range Rovers, their popularity could wane quickly.

JLR dismisses concerns that the decision to make cars in China represents a shift in production from its plants in the UK.

It says it represents an expansion which will benefit the wider company.

At the plant inauguration, Dr Ralph Speth, CEO of JLR, said: "The opening of this world-class facility is an important milestone for Jaguar Land Rover.

"Our decision to manufacture the Range Rover Evoque in Changshu is a result of our commitment to bringing more Chinese vehicles to Chinese customers."

The plant will eventually produce 130,000 cars annually

The company says the plant is the most efficient, advanced car manufacturing facility in China. British control processes, health and safety standards and the company's corporate culture are all to be replicated at its Chinese operation.

By 2016, a total of three JLR-badged vehicles will be built at the plant with a total capacity of 130,000 vehicles a year.

JLR has seen extraordinary sales across China.

In the 2013-14 financial year, the company sold more than 100,000 cars to Chinese customers.

China is now JLR's largest market.

Chris Bryant, president of the Chery Jaguar Land Rover joint venture, said:  "The plant opening marks the completion of our start-up phase of which we are incredibly proud, and now we will continue to build."

In Beijing it is not possible to drive more than a few hundred metres without passing a Range Rover, most with gaudy paint jobs.

JLR is by no means the first automobile company to build its cars in China. Audi, Mercedes and Volkswagen all have huge Chinese manufacturing facilities.

Last year, the boss of Mercedes' China operation told Sky News that survival in the automotive industry was based on success in China.

By manufacturing cars in China, JLR can cut out heavy import duties and price its vehicles more competitively in a luxury car market dominated by Audi and Mercedes.

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