China's vibrant and dynamic auto market is helping Jaguar unleash its animalistic side.

The brand entered the world's largest market relatively late but was quick to carve out a premium niche with its exclusive, sophisticated and understated luxury.

This year, as the brand forges into its 10th year in China, it is set to leap even further ahead, making 2014 the "Year of the Cat".

"A jaguar, to my understanding, is not only an animal of vitality, it's a creature of great vision," said Bob Brace, regional president of Jaguar Land Rover Greater China.

Premium car consumption is motivated not only by strong products but also strong branding, which is why Jaguar wants to develop a deeper connection with its customers.

The 79-year-old brand is known for its unique British conservative flair mixed with modern style. Its cars are personalized, high-tech and sophisticated, but never loud or brash.

"I've always been an admirer of Jaguar - from the styling and design to the feel and roar of the engine, every element feels uniquely British," said David Beckham, Jaguar's newly appointed brand ambassador for China.

With an aim to introduce the top-class cars and elegant British auto culture to Chinese customers, the upcoming China-exclusive Jaguar campaign will feature the British icon with Jaguar cars.

The brand is never afraid to start from scratch and reinvent its work and its motto reads "Never Stop Achieving".

Brand experience has become an integral part of premium car shopping in the domestic market so the enterprising brand has won over numerous consumers, even gathering a group of Chinese aficionados known as the J-Club. J-Club members include Chinese attorney and property developer Handel Lee, famed Ballet dancer Hou Honglan and film director Lu Chuan.

The members are all role models who have taken on Jaguar's motto as their own in their respective fields.

With a similar ethos Beckham said he had an instinctive connection towards the brand.

He may have made his name on the football pitch but he never rests on his laurels and always fearlessly explores new possibilities- whether it be fashion, investment or philanthropy.

"He represents Jaguar better than anytime before," Che Yanhua, executive vice-president of Jaguar China said after signing up the former England captain as the brand's new face in China.

While maintaining strength in the sedan market Jaguar is proactively diversifying its product portfolio to meet a variety of market needs.

The brand's XF Sportbrake and F-TYPE Coupe made their China debut at the Beijing Auto Show.

Jaguar is also expected to roll out a new crossover based on the acclaimed C-X17 concept car in the near future.

"Today we've built China into the largest market worldwide for Jaguar. I believe such achievements would not have been possible if a customer-first philosophy had not been put in the center of our business at first place," said Grace.

"Looking into the future, Jaguar Land Rover has raised the bar and set even higher goals."

lifangfang@chinadaily.com.cn

(China Daily 04/20/2014 page25)