What is the relationship between Land Rover and Chery?
3 Answers
Land Rover and Chery have a cooperative relationship, with both parties investing 50-50 to establish Chery Jaguar Land Rover, aiming to produce Land Rover and Jaguar vehicles domestically. The Land Rover Sport model features a nano-level air purification system, is equipped with the Ingenium 2.0T engine, and incorporates ATRS (All-Terrain Response System) technology, including the second-generation intelligent all-terrain feedback adaptive system, ATPC (All-Terrain Progress Control) system, Land Rover's Terrain "Transparent" technology, and wading sensing system. The Chery Exeed model adopts the LFEINMOTION 3.0 family-style design elements, with body dimensions of 4722mm in length, 1860mm in width, and 1745mm in height, and a wheelbase of 2710mm.
When I first bought a car, I also researched the relationship between Land Rover and Chery. In fact, they are joint venture partners. Around 2012, the British brand Land Rover and China's Chery jointly established Chery Jaguar Land Rover. This company built a factory in Changshu, Jiangsu, producing some of Land Rover's popular models like the Discovery Sport and Range Rover Evoque. Why the joint venture? Land Rover wanted to sell better in the Chinese market, as imported cars were too expensive; Chery could improve its car manufacturing technology. As a result, the cars became localized, prices dropped significantly, and I feel the quality is decent with easier maintenance. After the joint venture, both parties benefited—Land Rover's sales increased, and Chery learned how to manufacture premium SUVs.
From an automotive history perspective, Land Rover was originally a legendary British brand that was later acquired by India's Tata Group; Chery is a long-standing domestic player in China. In 2012, they established the Chery Jaguar Land Rover joint venture to share resources for vehicle production. After setting up manufacturing plants in China, the localization of Land Rover models reduced costs, making them more accessible to consumers; Chery also benefited from technology transfers, improving its vehicle craftsmanship. This collaboration wasn't merely about contract manufacturing but involved deep integration, helping both companies gain a foothold in the highly competitive SUV market. I think this approach is quite smart—it preserves brand identity while adapting to local needs, driving the development of China's automotive industry.
