• Understand the necessity of reshaping brand value in the face of homogenized competition.
  • Understand the challenges a brand faces in balancing its global positioning with local demands.
  • Analyze the practical challenges and measures taken by multinational corporations adopting a localization strategy.
  • Explore the impact of technological transformation on a brand’s heritage.
  • Given the contrast between Land Rover’s global “British luxury” positioning and the increasingly pragmatic and conservative market environment in China, what choice should the brand make: launch more affordably priced models to expand its market coverage in China or focus on product upgrades and enhancing its brand premium to strengthen its position in its existing market?
  • In its effort to meet the new demands of high-end customers for luxury and expand its market share, how can Land Rover better integrate intelligentization, electrification, and new styles while preserving its off-road DNA and mechanical excellence?
  • Against the backdrop of frequent design imitation and the proliferation of “affordable alternatives” with comparable performance, what strategy should Land Rover adopt to highlight its unique value in the minds of its target customers in China and position itself as an indispensable brand?
Jaguar Land Rover in China: Defending a Luxury Brand Position
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