• JLR says buyers are willing to pay extra to get “the best of the best.”
  • Range Rover is eager to further differentiate its models from rival brands.
  • Jaecoo models such as the J5 and J7 have been compared with Range Rovers.

Jaguar Land Rover isn’t concerned about vehicles emerging from China with designs suspiciously similar to its own, noting they cannot match the heritage of Range Rover and have so far yet to impact the brand’s sales.

Of all the new SUVs being launched by Chinese brands, none have drawn more comparisons to existing Range Rover models than those from Chery-owned Jaecoo, specifically the J5 and the J7, often labeled as the ‘Temu Range Rover.’ We tested the J5 recently, though it obviously doesn’t compete in the same segment as any Range Rover. Speaking with Australian media recently, global Range Rover managing director Martin Limpert said if anything, having its designs copied is a “compliment.”

Read: They Nicknamed It The Temu Range Rover, Car Insurers Are Pricing It Like The Real One

“If other brands… copy our designs [it] is a signal that within the luxury world our design seems to be inspirational… what is important for us is to stay [as] the original – that’s why we will keep evolving,” Limpert told Car Sales. “It’s probably a bit of a badge of honor – we take it as a compliment.”

Range Rover Still Stands Out

Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”
Range Rover Takes Chinese Copies As A “Compliment”

Jaecoo 7

Limpert went on to add that people buy a Range Rover because “they want the best of the best,” and they’re willing to “pay the extra money” for it.

“We are operating from a position of strength… having that British originality, design and engineering ingenuity built over more than five decades and five generations of Range Rover has specifically brought us into a position where we are thankfully synonymous with the choice of [world] leaders.”

Range Rover Takes Chinese Copies As A “Compliment”

As impressive as some new Chinese vehicles are, they obviously lack the heritage and name cachet of some legacy brands. However, recent sales trends show that car buyers in the lower end of the market are buying Chinese cars in growing numbers, often won over by their value. Buyers in the premium and luxury segments are very loyal to the brands they like, however, and it won’t be easy for new entrants to sway shoppers out of car companies they already trust.

Moving forward, Range Rover’s global marketing boss Ryan Miller added that the company will continue to differentiate its models from the competition. One obvious example of this is the new low-slung GT, set to launch soon as the brand’s fifth model.

Range Rover Takes Chinese Copies As A “Compliment”
Jaecoo 5