Why Are Some Land Rovers Called Chery Land Rovers?
4 Answers
Chery is a partner of Land Rover, and here is the relevant information: 1. Regarding the relationship between Land Rover and Chery Land Rover, it is mainly because Land Rover believes that the demand in the Chinese market is huge and requires localization to meet such a massive demand. The Chinese government has protective policies for domestic automakers, meaning all foreign brands that want to localize production must partner with a domestic brand to establish factories in China. Examples include FAW-Volkswagen, GAC-Toyota, and Changan-Ford. Land Rover chose Chery as its partner. 2. Since their collaboration, Land Rover and Chery have jointly launched two models: the Chery Land Rover Evoque and the Chery Land Rover Discovery Sport. The difference between these Chery Land Rover models and standard Land Rovers is minimal in appearance, with only an additional Chery Land Rover badge at the rear of the vehicle.
I've been following the automotive industry for over a decade, and such questions are quite common. The cooperation between Land Rover and Chery originated from their joint venture established in 2012—Chery Jaguar Land Rover, which specializes in producing certain Land Rover models in China like the Discovery Sport and Range Rover Evoque. Chinese government policies require foreign automakers to partner with local companies for domestic production to avoid high tariffs and promote technology transfer. Therefore, the 'Chery Land Rover' badge indicates it's a domestically produced version, distinct from purely imported British Land Rovers. This localization makes prices more affordable—for instance, the Evoque's price dropped by over 100,000 RMB after domestic production—and maintenance becomes easier with faster spare parts supply. The factory in Changshu, Jiangsu strictly adheres to Land Rover standards with quality control on par, while better adapting to Chinese road conditions. Overall, it's a win-win strategy: lowering consumer costs while elevating Chery's brand value. The popularity of joint-venture vehicles has also boosted employment and industrial upgrading.
Last year, I switched to a Chery Jaguar Land Rover Range Rover Evoque, and the experience left a deep impression. Whenever I drove it out, people often asked why there was a 'Chery' badge on the rear. Actually, it's because Jaguar Land Rover partnered with Chery for local production in China. The domestically produced version is cheaper than the imported one, saving on tariffs and shipping costs—I saved around 150,000 yuan when I bought it. The configuration was even upgraded, with features like an additional Chinese interface and local navigation system. In daily driving, the power is more than sufficient, and the 2.0T engine remains just as reliable. Maintenance at local 4S shops is convenient, with quick appointment responses and slightly cheaper parts. The interior layout is better suited to Chinese preferences, offering more legroom in the rear seats. Although the rear badge might look a bit unusual, the performance hasn’t been compromised, and it’s comfortable for long trips. Buying the domestic version is definitely worth it—great value for money without losing the luxury feel.
From a business strategy perspective, Chery Jaguar Land Rover is a joint venture between Jaguar Land Rover and Chery Automobile, established to deepen their presence in the Chinese market. China's vast market holds immense potential, but high tariff barriers make local production essential for significantly reducing costs and increasing sales share. Under the joint venture model, Chery contributes manufacturing infrastructure and market resources, while Land Rover provides technology and brand power, with both parties sharing profits. The Jiangsu plant boasts an annual production capacity of 200,000 vehicles, enabling efficient local supply and rapid introduction of new energy variants tailored to market demands. Driven by policy incentives, such collaborations mitigate corporate risks and help foreign brands achieve localized competitiveness. In the short term, this boosts sales, while in the long run, it fosters integration within the industrial ecosystem.
