Jaguar Land Rover - Strategy to expand in China

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Business in China Practical Work

June 2011 | Practical work numbers: 10544, 10577, 10731, and 10556

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Industry and Competitive Landscape

The market for premium cars in China, estimated to be 400,000 units, accounts for only 7 per cent of the total passenger vehicle market in the nation much lower than 15 to 20 per cent in developed economies. The segment however is experiencing massive growth. It is expected to grow by 100 per cent by 2015 and further reach 1.4 million units by 20201. The main factors driving the growth are the increase in income of the Chinese consumers as well as shift in socio-cultural factors.

In 2009, there were 477,000 millionaires in China as opposed to 2.9 million in the United States. However, 206 of every 1000 Chinese millionaires bought a super-luxury car while only 78 per 1000 did in US2. As