An essay about the spirit of never admitting defeat. The spirit of never admitting defeat.

It is hard to imagine that the Vice President of China Public Relations of MAN's high-end brand Jaguar Land Rover is a beautiful and generous lady, her name is Gu Jing. During the conversation with Mr. Gu, we can feel her confidence and pride in the Land Rover brand from her expression and words. Just as the London Olympics was in full swing, we were honored to interview Ms. Gu Jing, Vice President of Public Relations of Jaguar Land Rover China. Having never met her, I initially thought she was a man with the style of a British royal. After meeting her, I discovered that she was a gentle, elegant and generous lady. However, Gu Jing’s deep understanding of the Land Rover brand, the Olympic Games and the spirit of never admitting defeat were beyond my expectation.

Land Rover and Sports

Because it was the Olympics, Ms. Gu Jing took a group photo with former Olympic champions Yang Wei, Yang Ling and other world champions. Our conversation started from The topic of the Olympics started. Mr. Gu introduced to us: Everyone knows that the core of the Olympic spirit is "higher, faster, stronger". It is a spirit of fighting bravely, challenging oneself, pursuing excellence, and never admitting defeat. For example, when facing a strong opponent, you must never give up; when facing unexpected difficulties on the field, you must learn how to deal with these unknown challenges. Similarly, from the perspective of Land Rover's models, whether it is the 2nd generation Freelander, the 4th generation Discovery, Range Rover, Range Rover Sport, or Defender, you can feel the fighting and challenging spirit of Land Rover, including the brand's commitment to "enjoyment". The pursuit of freedom and exploring the unknown is another interpretation of the Olympic spirit.

Mr. Gu continued to interpret the connotation of Land Rover's sports spirit to us: it is precisely because of Land Rover's various powerful models that many scientists and explorers have the opportunity to reach the most remote and remote places in the world for the first time. Areas with extremely poor road conditions and extremely harsh environments. For example: In 1971, the British Trans-American Expedition drove two Range Rovers deep into the Darien Gorge, which is more than 400 kilometers away, and successfully achieved a goal that vehicles could not reach in the past. This expedition also became the world's greatest car journey. one. In the later world-famous "Camel Cup" competition, Land Rover's models also showed the most challenging image, winning all the model championships in this "Olympics of the four-wheel drive world". In March this year, the spirit of Land Rover was conveyed to China. We started a 31-day "Discover the Endless China's Most Beautiful 24 Hours" driving exploration tour in China. We passed through many difficult and dangerous road conditions and finally arrived in Dunhuang. These are all manifestations of Land Rover’s unyielding and uncompromising fighting spirit and courage to surpass itself.

Mr. Gu not only does an outstanding job in her field of work, but she is also very passionate about sports. She also introduced the Land Rover brand’s support for sports in great detail: Land Rover has actually always been Spare no effort to participate in the promotion of sports and sports culture. For example, Land Rover has been the chief automotive sponsor since 2004, providing support for the Royal Windsor Equestrian Show in the UK. This year celebrates the 60th anniversary of Queen Elizabeth II’s accession to the throne. In addition to being the title sponsor of the Royal Windsor Equestrian Show and the Land Rover International Horse Racing, Land Rover also serves as the official vehicle supplier of the equestrian show. In addition, Land Rover is also the official sponsor of the "2011 Rugby World Cup". We all know that rugby embodies many core values ??such as strength, wisdom, and technical comprehensiveness. Each of these is not only an element of rugby, but also necessary for Land Rover to build the world's top all-weather, all-terrain luxury SUV. The core spirit of preparation.

In March this year, Land Rover China also sponsored the "Sports Athletes" project initiated by Shanghai Ricobi Rugby Club, which mainly provided funds, venues and sports activities for 100 primary school students in Huangpu District, Shanghai. training. This project will be further expanded in the future to benefit more Chinese children.

The London Olympics is a once-in-a-lifetime opportunity for the UK and British culture to spread.

During the Olympic Games, Britain became the focus of global attention, and the "British craze" set off by the Olympic Games also brought unprecedented development opportunities to many British brands. As a representative of the British high-end brand, Land Rover also takes this opportunity to let more Chinese consumers have a deeper understanding of the Land Rover brand, experience Land Rover's superior all-weather and all-terrain capabilities, and taste the modern British style represented by Land Rover.

Experience comes first

People who know Land Rover know that Land Rover has built many product experience centers around the world. Currently, the product experience centers in Beijing and Guangzhou The center has been officially put into use, and the experience center in Zhejiang has also been officially prepared. So how will the three experience centers in China be different? What are the advantages of China compared with experience centers around the world? Mr. Gu, who has inspected many Land Rover brand experience centers around the world, answered the above questions for us in great detail.

Ms. Gu Jing said: Land Rover China recently held a signing ceremony for the Land Rover Experience Center in Naked Valley, Deqing County, Huzhou City. The Land Rover brand experience inherits the heritage of Land Rover and also integrates the spirit of exploration, safety and security. Advocacy and commitment to off-roading and environmental protection. Its biggest highlight is that it is the first Land Rover experience center so far fully invested and constructed by Land Rover China. The design of Naked Valley focuses on integrating with the surrounding natural environment, allowing people to get closer to nature. Through planning the natural and geographical environment, we have cleverly designed some challenging obstacles that test the performance of off-road vehicles in Naked Valley, allowing users to immerse themselves in the off-road adventure fun of Land Rover's all-weather, all-terrain luxury SUV in an original ecological environment. . This is not only the biggest difference between Naked Valley and the two experience centers in Beijing and Guangzhou, but it has also become a benchmark for Land Rover’s experiential marketing and a holy place for off-road enthusiasts. In fact, each Land Rover experience center has its own highlights due to its region, humanities and special settings. Compared with other experience centers, the Land Rover Guangzhou Experience Center has the following characteristics: First of all, it is located in the Guangdong-Hong Kong economic circle, ranking first in the country in terms of economic aggregate, and has the largest population. Naturally, our customers are also relatively concentrated. Compared with other places in the world, first of all, its location provides the most important economic environment support for the Land Rover Experience Project; secondly, the Nankunshan National Forest Park Natural Ecological Reserve has convenient transportation. Although it is only 90 kilometers away from Guangzhou city, it has preserved With a large area of ??virgin forest, the mountain has a forest coverage rate of 99%, 2,500 species of plants, and a year-round temperature of 22°C. It is a summer resort. It is these unique natural conditions, coupled with the proper preservation of tropical rainforest landforms, and the complex and diverse natural off-road terrain that have become the most distinctive advantages of the Guangzhou Land Rover Experience Center. There are many scarce tourism resources in the entire Nankun Mountain Nature Reserve as well as resort hotels of different styles; moreover, the experience venue of the Land Rover Guangzhou Experience Center is completely built on the natural topography, fully simulating real off-road conditions while making It was a near miss. Finally, the high-end service products launched by Land Rover Guangzhou Experience Center are very complete: including off-road training certification authorized by British Land Rover, themed vacation packages including food and accommodation, integrating various other high-end outdoor sports and social parties, etc.

Favorite Land Rover

Since Ms. Gu Jing has such an in-depth understanding of the Land Rover brand and its products, we would like to know which Land Rover model is her favorite ? At the same time, I am also curious about which Land Rover model such a professional and dedicated woman would have a soft spot for? Mr. Gu answered without hesitation: "I like every product of Land Rover. As a woman, the Range Rover Evoque, which combines comfort, versatility and stylish appearance, is more attractive to me." . Its design is very novel. The theme of the Range Rover Evoque's advertising is "eye-catching as soon as you see it". This positioning is not an exaggeration. In addition, the two design themes of the Evoque: Yaodong Edition and Yaozhi Edition, can provide consumers with colorful. The combination of colors and functions can meet everyone's needs for fashionable styling and driving experience. The Range Rover Evoque Victoria Beckham Limited Edition launched at the Beijing Auto Show combines customized luxury and extreme dynamics, attracting many likes. A female car owner like me.

Land Rover has brought two huge changes to my life: First, Land Rover has made my life simpler. The overall technological content of each of its products is very high. When designing the overall model, our designers place great emphasis on an intuitive feel, which means that the driver can understand how to operate it without too much guidance. Therefore, the user-friendly design makes it very easy for me to drive. No matter what the occasion, what kind of weather, what kind of road conditions, Land Rover can cope with it with its versatility, helping me reach my destination smoothly and making the journey easy; Secondly, Land Rover made me love car travel even more. In the past, I often gave up the unrestrained feeling and beautiful scenery along the way due to the complex terrain and changeable weather of the destination, but Land Rover made me fall in love with car travel. The powerful all-weather and all-terrain capabilities can go wherever you want to go, and the process of exploring the unknown during the journey also gave me a new feeling. ”