9:58 am, August 16, 2013
A MANUFACTURER issuing a recall of its cars is hardly a new thing – and neither is it going to end anytime soon.
As much as we like to sometimes forget, cars are highly technical pieces of kit and occasionally a major component will go wrong. It happens – and when it does it’s a great chance for a dealer to interact with a customer.
That’s what Jaguar Land Rover may well be thinking this week as Car Dealer broke the news that a large-scale recall in China could also affect cars in the UK.
A potential fuel leak relating to the 2.2-litre diesel engine – which is available in the Jaguar XF, Land Rover Freelander 2 and the Range Rover Evoque – was the cause of the recall of 11,852 vehicles in China.
But due to the engine being built in the UK, there’s every possibility cars in this country could be affected.
Up until now, Jaguar Land Rover’s China exploits have naturally seemed very far away from home. In December of last year, the company opened its 100th dealership in the country and China regularly finishes near the top of JLR’s monthly sales charts. Last month, for instance, the region was up 36 per cent on the same month last year. Meanwhile, in Europe, sales for the British luxury brand were flat.
But is this growth coming at a cost? In the UK we are used to car manufacturers issuing recalls but does the Chinese expect this of an exotic premium marque such as Jaguar Land Rover?
If I knew the answer to that I would be a Chinaman but it is food for thought. But of more importance is how the situation is handled in the UK. If UK JLR dealers treat the recall as an unexpected opportunity to reconnect with customers then this latest recall can only be a good thing.
