Range Rover treats similarity of Chinese SUVs as a compliment and says it doesn’t worry

Range Rover says it sees no threat in Chinese SUVs that are ‘inspired’ by traits of its models. According to the brand’s global general director, Martin Limpert, having the design copied works as a sign of prestige, and not as a commercial risk: so far, the company says, these cars have not affected its sales.

The statements were given to the Australian publication Carsales. In them, Limpert assessed that, if other brands copy the Range Rover design, it indicates that the British’s visual language has become a reference in the luxury universe. He classified the movement as a kind of badge of honor and said that the essential thing is for the brand to continue to be recognized as the original, which requires constant evolution.

Among Chinese SUVs, none has generated as many comparisons with Range Rover as those of Jaecoo, a brand owned by Chery. The J5 and J7 have even been nicknamed “Range Rover Temu”, in reference to the shopping app known for selling cheap versions of designer products. Neither, however, competes in the same segment as British models.

Heritage as a selling

point For Limpert, consumers are looking for a Range Rover because they want “the best of the best” and are willing to pay more for it. The executive maintained that the British origin, design and engineering accumulated over more than five decades and five generations put the brand in a position of strength, associated with the choice of world leaders.

The reasoning is partially supported by market behavior. Chinese brands are making strong progress in the entry-level range, where cost-effectiveness weighs more heavily in the purchase decision. In the premium and luxury segments, brand loyalty is historically higher, which makes winning customers a slower process for newcomers.

The price distance in Brazil

The Brazilian case illustrates the argument: the Jaecoo 7 plug-in hybrid is sold from R$ 234,990 in the Luxury version, reaching R$ 256,990 in the Prestige. The Range Rover Evoque, the British’s entry-level model in the country and produced in Itatiaia (RJ), starts at around R$ 518,000 in the Autobiography configuration. In August, Omoda & Jaecoo launched the J5 in the domestic market and announced the arrival of the J8, after surpassing 30,000 units sold in Brazil since its debut in April 2025.

To differentiate itself from the competition, Range Rover is preparing the GT, the brand’s first model with a low body and a four-door coupe profile. Electric and built on the EMA platform, the fifth member of the line will be produced at the Halewood plant in the United Kingdom, with a launch scheduled for 2027. The brand’s global head of marketing, Ryan Miller, said the company will continue to work to distinguish its products from rivals.