What is the relationship between Chery and Land Rover?
3 Answers
Chery and Land Rover have a cooperative relationship, and Land Rover is also known as Chery Land Rover in the Chinese market. This is mainly because the demand for Land Rover in the Chinese market is high, and localization is necessary to meet such a massive demand. Therefore, Land Rover chose to cooperate with China's Chery company. Below is relevant information about Land Rover vehicles: 1. Models after Land Rover's localization: Since their cooperation, Land Rover and Chery have jointly launched two models, namely the Chery Land Rover Evoque and the Chery Land Rover Discovery Sport. The differences between these two Chery Land Rover models and the original Land Rover models are not significant in appearance, except for an additional Chery Land Rover logo at the rear of the vehicle. 2. The Land Rover brand: Land Rover is a British brand specializing in all-terrain vehicles and sport utility vehicles, under the ownership of Jaguar Land Rover. Its current lineup includes the Range Rover series, Discovery series, and Defender series. Land Rover is a pioneer in civilian all-terrain special vehicles and is also a car that has successfully traversed the notoriously challenging jungles and wilderness of Central America.
The relationship between Chery and Land Rover primarily stems from the joint venture Chery Jaguar Land Rover established in 2012. This company specializes in manufacturing and selling Land Rover brand models in China, such as the Discovery Sport and Range Rover Evoque. The purpose of the joint venture is to reduce the high costs associated with import tariffs, making luxury SUVs more accessible to Chinese consumers. As an automotive enthusiast, I often observe how this collaboration has strengthened ties between the two parties—Chery has learned high-end manufacturing techniques from Land Rover, while Land Rover has expanded its market share by leveraging Chery's local distribution channels. Initially, they invested tens of billions of yuan to build a factory in Changshu, which now produces hundreds of thousands of vehicles annually and has spurred the development of local supply chains. This has not only lowered car prices but also elevated the overall standards of China's automotive industry. The joint venture may further drive innovation in new energy vehicles in the future, as seen with recent electric models tailored to Chinese consumer demands.
The partnership between Chery and Land Rover was primarily realized through the establishment of the Chery Jaguar Land Rover joint venture in 2012, an arrangement that enabled Land Rover to achieve localized production in China. From a market perspective, I've observed that this collaboration significantly reduced the prices of Land Rover models, with the reduction in import tariffs lowering vehicle prices by an average of over 100,000 yuan, subsequently boosting sales. Chery has benefited considerably from this, enhancing its brand image and international operational capabilities. Overall, this model resembles the Mercedes-Benz and Geely joint venture in China, promoting more rational car pricing in the Chinese market. In recent years, they have expanded into more affordable SUV segments, attracting a younger demographic of car owners. The joint venture regularly introduces localized services, such as tuning specifically for Chinese roads, making the vehicles more comfortable to drive.
