Why is it called Chery Land Rover?
1 Answers
It is mainly because Land Rover recognized the huge demand in the Chinese market and needed localization to meet such massive requirements. The Chinese government has protective policies for domestic automakers, requiring all foreign brands seeking localization to partner with domestic brands for factory establishment in China. Below is an introduction to Chery Land Rover: 1. Since their collaboration, Land Rover and Chery have jointly launched two models: the Chery Land Rover Evoque and the Chery Land Rover Discovery Sport. Externally, these Chery Land Rover models show minimal differences from standard Land Rovers, featuring only an additional Chery Land Rover badge at the rear. 2. For Chery, partnering with Land Rover brings no disadvantages—it gains technological insights and enhances brand value. For Land Rover, however, the situation is the opposite; Chery could potentially dilute its brand prestige, and prior to this collaboration, Chery had no experience partnering with other brands. Nevertheless, Chery is a state-owned enterprise with solid background and resources. 3. Starting from the second half of 2018, Land Rover faced a crisis. Except for February during the Spring Festival, Land Rover's monthly sales in the first half of 2018 hovered around 4,500 units, but from June onward, sales plummeted to approximately 2,000 units per month. Facing this downturn, Land Rover must respond proactively, as a portion of its global sales relies on the Chinese market.
