On the spirit of never admitting defeat The spirit of never admitting defeat.

it's hard to imagine that the vice president of China public relations of Jaguar Land Rover, a high-end brand of MAN, is a beautiful and generous lady. Her name is Gu Jing. In the process of talking with General Manager Gu, we can feel her confidence and pride in the Land Rover brand from her expression and words. When the London Olympic Games was in full swing, we were honored to interview Ms. Gu Jing, vice president of public relations of Jaguar Land Rover in China. I never met her. At first, I thought she should be a gentleman with British royal demeanor. After meeting, I found out that she was a gentle and elegant lady. But Gu Jing's deep understanding of Land Rover brand and thorough understanding of the Olympic Games and the spirit of never giving up were unexpected.

Land Rover and Sports

Because it was the Olympic Games, Ms. Gu Jing took a group photo with former Olympic champions Yang Wei, Yang Ling and other world champions, and our conversation began with the topic of the Olympic Games. General Manager Gu told us: Everyone knows that the core of the Olympic spirit is "higher, faster and stronger". It is a spirit of striving bravely, challenging yourself, pursuing Excellence and never giving up. For example, in the face of a strong opponent, never give up easily; In the face of sudden difficulties on the field, we must learn how to deal with these unknown challenges. Similarly, from the perspective of Land Rover's models, whether it is the second generation and the fourth generation of Freelander Discovery, Range Rover or Range Rover Sport Edition and Defender, we can all feel the spirit of struggle and challenge in Land Rover's bones, including the brand's pursuit of "enjoying freedom and exploring the unknown", which is another interpretation of the Olympic spirit.

Mr. Gu continued to explain the connotation of Land Rover's sportsmanship to us: It is precisely because of the various powerful models of Land Rover that many scientists and explorers have the opportunity to reach the extremely remote areas, extremely poor road conditions and extremely harsh environment in the world for the first time. For example, in 1971, the British trans-American expedition drove two Land Rover Range Rover into the Dalian Gorge, which was more than 4 kilometers long, and successfully achieved the goal that vehicles could not reach in the past. This expedition also became one of the greatest car trips in the world. In the world-famous "Camel Cup" competition, Land Rover's models also showed the most challenging image, and won the championship in this "four-wheel drive Olympic Games". In March this year, the spirit of Land Rover was transmitted to China. We started a 31-day "24-hour discovery of the most beautiful China" driving tour in China, and finally arrived in Dunhuang through many difficult and dangerous road conditions. These are all manifestations of Land Rover's unyielding and uncompromising fighting spirit and courage to surpass itself.

Ms. Gu not only does well in her own field of work, but also loves sports very much. She also introduced the Land Rover brand's support for sports in great detail: Land Rover has actually spared no effort to participate in the promotion of sports and sports culture. For example, since 24, Land Rover has been supporting the equestrian performance of Royal Windsor as the chief car sponsor. Celebrating the 6th anniversary of Queen Elizabeth II's accession to the throne this year, Land Rover is not only the title sponsor of the Royal Windsor Equestrian Show and the Land Rover International Wagon, but also the official vehicle supplier for this equestrian show. In addition, Land Rover is the official sponsor of Rugby World Cup 211. As we all know, rugby shows many core values, such as strength, wisdom, technical comprehensiveness, etc. Every point in it is not only the element of rugby, but also the core spirit necessary for Land Rover to build a world-class all-weather and all-terrain luxury SUV.

In March this year, Land Rover China also sponsored the "Young Athletes" project sponsored by Shanghai Ruikebi Rugby Club, which mainly provided funds, venues and training for 1 primary school students in Huangpu District. This project will be further expanded in the future to benefit more children in China.

London Olympic Games is a golden opportunity to spread British culture. During the Olympic Games, Britain became the focus of global attention, and the "British craze" set off by the Olympic Games also brought unprecedented opportunities for the development of many British brands. Land Rover, as the representative of British high-end brands, also takes this opportunity to let more China consumers know more about the Land Rover brand, experience its all-weather and all-terrain superior capabilities, and taste the modern British fashion represented by Land Rover.

Experience is

People who know Land Rover know that Land Rover has built many product experience centers all over the world. At present, the product experience centers in Beijing and Guangzhou have been officially put into use, and the experience center in Zhejiang has also been formally prepared. So what are the differences between the three experience centers in China? What are the advantages of China compared with experience centers around the world? Gu Zong, who has visited many Land Rover brand experience centers all over the world, answered the above questions for us in great detail.

Ms. Gu Jing said: Recently, Land Rover China held the signing ceremony of the Land Rover Experience Center in Naked Heart Valley, Deqing County, Huzhou City. The Land Rover brand experience inherited the lineage of Land Rover, and also integrated the advocacy and commitment to the spirit of exploration, safe off-road and environmental protection. Its biggest highlight is that it is the first Land Rover Experience Center wholly invested and built by Land Rover China. The design of bare-hearted valley pays attention to the integration with the surrounding natural environment, so that people can get closer to nature. Through the planning of natural and geographical environment, we have skillfully designed some challenges and obstacles to test the performance of off-road vehicles in Naked Valley, so that the experiencers can experience the off-road adventure fun of Land Rover's all-weather and all-terrain luxury SUV in the original ecological environment. This is not only the biggest difference between Naked Heart Valley and two experience centers in Beijing and Guangzhou, but also the benchmark of Land Rover experiential marketing and the holy land for off-road enthusiasts. In fact, each experience center of Land Rover has its own bright spots because of its geography, humanity and special settings. Compared with other experience centers, Land Rover Guangzhou Experience Center has the following characteristics: firstly, it is located in the Guangdong-Hong Kong economic circle, with the largest economic aggregate and the largest population, and naturally our customers are also concentrated. Compared with other parts of the world, firstly, its location provides the most important economic environment support for the Land Rover Experience Project; Secondly, Nankun Mountain National Forest Park has convenient transportation. Although it is only 9 kilometers away from Guangzhou, it preserves a large area of virgin forest. The forest coverage rate in the mountains is 99%, and there are as many as 2,5 species of plants. The annual temperature is 22℃, making it a summer resort. It is these unique natural conditions, coupled with the proper preservation of tropical rainforest landforms, that the complex and diverse natural off-road terrain has become the most distinctive advantage of Guangzhou Land Rover Experience Center. There are many scarce tourism resources and different styles of resort hotels in Nankun Mountain Nature Reserve. Moreover, the experience site of Land Rover Guangzhou Experience Center is completely built on the natural topography, which fully simulates the real off-road situation and at the same time, it is close to misses. Finally, the high-end service products launched by Land Rover Guangzhou Experience Center are perfect: including cross-country training certification authorized by Land Rover in the UK, theme holiday packages including accommodation, and integration of various other high-end outdoor sports and social parties.

Favorite Land Rover

Since Ms. Gu Jing has such a deep 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 such a professional and dedicated woman will have a soft spot for. Gu always replied without hesitation: "I like every product of Land Rover very much. As a woman, evoque, which combines comfort, versatility and fashionable appearance, is more attractive to me. Its design is very novel, and the theme of evoque's advertisement is' Eye-catching at first sight', which is not an exaggeration. In addition, Aurora's two design themes, Yaodong Edition and Yaozhi Edition, can provide consumers with colorful colors and functional combinations, which can meet everyone's needs for fashion modeling and driving experience. The limited edition of evoque victoria beckham, which we launched at the Beijing Auto Show, combines the luxury of customization and extreme dynamic, and attracts many female car owners like me. Land Rover has brought two great changes to my life: First, Land Rover has made my life easier. The overall scientific and technological content of each product is very high. Our designers attach great importance to the intuitive feeling when designing the overall model, which means that drivers can understand how to operate without too much guidance. Therefore, the humanized design makes it particularly easy for me to drive. No matter what occasion, weather and road conditions, Land Rover can cope with it with its versatility, helping me reach my destination smoothly and making my journey easier. Secondly, Land Rover makes me love car travel more. In the past, I often gave up the unrestrained feeling and the beautiful scenery along the way because of the complex terrain and changeable weather of my destination, but Land Rover made me fall in love with car travel. The powerful all-weather all-terrain ability can reach anywhere I want to go, and the process of exploring the unknown during the journey has also given me a new feeling. "