British automaker Jaguar Land Rover, now owned by India's Tata Motor Ltd, last week opened a training center in Shanghai and announced formation of a wholly owned sales company that will import its vehicles to China.

Since their sales began in China, Jaguar and Land Rover vehicles have been brought to the market by authorized Chinese importers and distributed to dealers across the country.

The company said it is now preparing for full operations of the national sales company, which has received needed approvals from industry regulators.

The new organization will help it get closer to the Chinese market and better learn consumer demands while helping local customers know more about the brands.

"We are committed to offering our latest and best-selling models to today's discerning Chinese luxury consumers," said Mike Wright, board member and director of customer services for Jaguar Land Rover.

"We are committed to providing the highest level of service to our customers in China. This new training center is a testament to that," he added.

According to statistics provided by company, Jaguar's sales increased 88 percent between January and May compared with the same period of 2009.

Over the same period Land Rover sold 150 percent more vehicles in China, now the company's third-largest market globally and "one of the most important markets", Wright said.

Jaguar Land Rover invested 10 million yuan in the training facility that will offer sales, technical and management instruction to about 3,000 company representatives every year.

Annual operational costs of the center could reach 3 million yuan, said Chris Brown, managing director of Jaguar Land Rover China.

He added that the management at Jaguar Land Rover is very keen on the potential of China's market and will continue investment to drive sales.

He said that the company plans to establish another two training centers next year, one in Beijing and the other in south China.

The company will also open another parts warehouse in south China in the first quarter of next year to improve post-sale services.

It has existing warehouses in Suzhou and a newly opened facility in Beijing.

The company said that it is still studying whether it can undertake local vehicle production and has no further information on the subject available to the press.