【汽车电路基础知识培训】路虎汽车品牌基础知识培训资料

来源:名资汇网 作者:caiji007 2023-08-15 08:05:03
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  路虎公司是世界上生产四驱车的公司之一,也是著名的英国越野车品牌,销售路虎之前需要有路虎的基础知识。下文是路虎培训资料,欢迎阅读!

  路虎培训资料:品牌文化

  纯正:纯正是指将现实的、历史的因素理性地综合起来,在了解LandRover的过去和传统的同时,努力寻求新的东西,走在时间的前面。它告诉我们要甘于奉献,充满热忱和激情,走自己的路,永不回头。

  胆识:自信有能力提高对生活的期望值并克服恐惧心理。每个人要勤奋工作,善于思考,诚实守信;探险时要注意把握分寸,做事情要有明确目的;在逆境中更要发扬团队精神;认准目标,勇往直前,虽泰山压顶而其色不改,有一种大无畏的英雄气概。

  探险:探险告诉人们要敞开心扉,拥抱世界。它是一种心态,一种对待生活的态度,它对每个人都给予关爱。它告诉人们要敢于标新立异,不懈追求。在茫茫原野中探险的目的十分明确,是为了努力去寻找保护环境的最佳途径。人和野兽同样喜欢探险,只不过野兽的探险是为了猎取食物。

  超凡:成为大自然的先驱者;富于同情心而勇敢执着;既有寻常人的情愫又有超凡的人格魅力;成为某方面的专家,但同时又平易近人;卓然而立而又决不自命不凡。它与领导才能和超凡魅力息息相关,闪耀着灵感的光芒,在任何情况下都能应付裕如。它从不傲慢自大,孤芳自赏,或者恶意攻击他人。

  路虎公司(LandRover)以四驱车而举世闻名:自创始以来就始终致力于为其驾驶者提供不断完善的四驱车驾驶体验。在四驱车领域中,路虎公司不仅拥有先进的核心技术,而且充满了对四驱车的热情:他是举世公认的权威四驱车革新者。尽管路虎在不断改进产品,但它始终秉承其优良传统就是将公司价值与精益设计完美的结合。

  路虎培训资料:品牌历史

  1948年战后,第一款路虎诞生于英国。这是一款简单、新颖的铝制工作车。这是由英国Rover汽车公司的Spencer和MauriceWilks兄弟制造出的一款新车型,完美实现了简单实用性与稳定性的结合。这款车很快取得了巨大成功,到20世纪50年代中期,路虎的名字已成为耐用性和出色越野性能的代名词。无论是军方、从事农业的客户,还是要求苛刻的急救服务行业,都赞叹于路虎的完美品质。当时英国首相温思顿丘吉尔驾驶的就是路虎。

  到1959年,第25万辆路虎汽车驶离西米德兰(WestMidlands)Solihull的生产线,至此确立了路虎在市场上的成功地位。路虎公司的传奇不只是这一款典型的汽车。

  20世纪60年代,四驱车的需求量达到空前水平,路虎公司走在了这一新兴市场的最前端。为了迎接这一挑战,路虎工程师决心打造一款舒适型家庭越野车。

  1970年,路虎揽胜(RangeRover)刚一面市就引起了热烈响应。在巴黎卢浮宫汽车展上,揽胜的豪华设计赢得了广泛赞誉。它不仅外观亮丽,而且具有很好的舒适性:一名英国少校驾驶路虎揽胜从阿拉斯加的安克雷奇(Anchorage)到阿根廷的乌斯怀亚(Ushuaia),对其进行了长达6个月的耐久性测试,测试结果使其它车型都望尘莫及。

  20世纪70年代至80年代路虎继续不断创新,并在巴黎-达卡尔汽车拉力赛等赛事中展示了其超强的耐力,有力地证明了路虎的精益工程设计。

  在1989年的法兰克福汽车展上,路虎发现首次亮相,并迅速赢得高档SUV的美誉。随即,在1997年,路虎神行者又闪亮登场,再次将路虎品牌的DNA提升到新的SUV水平。美国《汽车》杂志的编辑们印象最深的是,路虎神行者很快进入了该杂志的全明星排行榜。

  路虎的品牌价值甚至超越了其汽车本身。除了汽车以外,路虎的全球探险远征队、LandRoverGear服装及产品系列、可定制的多功能路虎汽车配件、配备越野教练的驾驶体验中心,以及对环保组织和运动组织的积极赞助,使路虎的形象更具魅力。

  2008年3月福特汽车公司出售路虎业务给印度塔塔集团,福特汽车公司正式宣布已签署出售捷豹路虎业务的最终协议,印度塔塔集团出资23亿美元,成为捷豹和路虎两大品牌的新主人。

  此次交易成为福特去年以来的第二次出售子品牌。2008年3月,福特将手中的阿斯顿马丁品牌出售,拉开了福特在豪华汽车领域进行战略性收缩的序幕。而支付了大笔现金的印度塔塔汽车,将通过收购获得技术上有力的支持,从而提升较低的品牌形象。

  2004年进入中国至今,路虎一直在中国实施代理销售制度,中国4S店或3S店均为路虎的进口代理商,路虎中国区的职责则相当于总经销商。捷豹路虎在中国有43家经销商。

  路虎培训资料:市场定向

  作为世界上唯一专门生产顶级全地形汽车的奢华SUV品牌,路虎积极倡导尊贵、奢华的现代生活方式。全球首款全功能豪华SUV,路虎揽胜于2010年迎来40周年纪念。

  2010年7月16日,中国上海世界顶级奢华SUV品牌路虎(LandRover)延续了2010年第一季度迅猛增长势头,第二季度实现在华销量5,787辆,再次刷新了历史单季最高水平,并连续三个季度实现同比增长超100%。而2007年前半年销售成绩喜人,在中国市场累计销量突破一万辆大关,已接近去年全年总销量。

  根据中国汽车技术研究中心最新公布的销售统计数据,上半年SUV车型累计销售37.4万辆,同比增长87.1%。而路虎同比增长达到135%,远远高于市场平均水平。路虎如此优异的销售表现不仅是因为中国消费者对于豪华SUV产品接受度不断提高,也是路虎大力投资于中国市场以及品牌独特魅力不断深入人心的完美体现。

  从路虎旗下各车系来看,前半年销量均有不同程度的大幅增长。从整体来看,紧凑型豪华SUV正获得愈来愈多年轻消费者的青睐。而神行者2代作为该细分市场的标杆,凭借其纯正的路虎风格、出色的公路越野性能以及车型的环保亮点,依然成为路虎车型的主力军,整个上半年贡献了4,500多台销量。声名卓著的路虎第四代发现前两季度销量也可圈可点,共售出3,000多台,与上年同期相比增长142%,其大幅提升的动态性能,焕然一新的内外设计,赢得了市场的广泛赞誉。

  作为路虎顶级旗舰车型揽胜的销量同比增长131%,第二季度单季销量首次突破千辆大关。高性能豪华SUV的代表揽胜运动版更是异军突起,1-6月销量同比上升320%,成为了路虎前两季度增幅最大的产品。恰逢揽胜系列诞生40周年,耀眼的销售成绩有力地证明了这款路虎旗下最为豪华、性能最完善的车型在国内顶级豪华车市场上的影响力日益增强,也充分反映出更多中国消费者在车辆安全性,豪华舒适度以及公路越野能力等多方面不断提升的选择标准。

  随着路虎保有量的不断上升,路虎正不断加强经销商络建设,提升客户服务体验。而进入全面运作阶段的国家销售公司,将成为路虎贴近本地消费群体、了解本地消费需求的又一平台,从而能够更好地提供适合中国消费者的产品选择和服务体验。

  在2010年下半年,伴随着揽胜40周年的脚步,路虎将陆续引进更多令人兴奋的车型,举办更多纯正奢华的品牌体验活动,为广大中国车迷带来重重惊喜。可以预见,凭借清晰的产品定位和逐步深入人心的品牌形象,路虎在中国豪华车市场的地位必将得到进一步巩固。

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