Jaguar Land Rover and Chery Auto can create a joint brand

Jaguar Land Rover and Chery Auto can create a joint brand

July 6, 2018 0 By autotimesnews

The British company can expand partnership with a large Chinese automaker Chery Auto. What approach the leaders will choose is not yet clear, but there is already a good example for this.

As reported by the British automotive publication Autocar, if the decision to create a new brand will be taken, then Jaguar Land Rover and Chery Auto can go along the path of the traversed Volvo and Geely, which in 2016 created the brand Lynk & Co, specializing in autonomous cars with advanced capabilities of carding. It is possible that this is just about the serial version of the conceptual crossover Exeed TX, which was presented by Chery at last year’s motor show in Frankfurt.

During the presentation of the concept car Chery reported that the platform for the crossover was developed in conjunction with the company Benteler, all-wheel drive system was developed with the participation of the firms Dana and BorgWarner, and the gearbox on the crossover is the world famous nameplate Getrag.

By the way, a couple of days ago, Autocar also reported that Jaguar Land Rover is developing a new modular platform, called Modular Longitudinal Architecture (MLA), and its key feature will be the widespread use of aluminum, which should significantly reduce the weight of future Jaguar Land Rover models. Whether the joint brand will receive these technologies is still unknown.

In addition, according to foreign experts, Jaguar Land Rover can resurrect the Rover brand, which was disappeared in the summer, which was liquidated in 2005, and later the rights to it were acquired by Ford. After Tata Motors acquired from Ford brands Jaguar and Land Rover, it inherited and the rights to the brand Rover. Since premium and luxury sedans are very popular in China, and Rover cars in Europe still travel along public roads, it would be logical to assume that this name can be considered as a candidate for the joint brand JLR and Chery.

However, the official representative of JLR told our British colleagues that the company is not going to free float the Rover trademark, and will continue to protect its rights. He also added that while we are not talking about the revival of this brand.

As you can see, while the whole situation is shrouded in fog, but if you take into account the fact that the joint venture Chery Jaguar Land Rover has been in existence for six years already, and on the Chinese facilities in Changshu, the Range Rover Evoque, Land Rover Discovery Sport models, and Jaguar sedans XF and Jaguar XE with a long wheelbase, it is not surprising that the companies decided to somehow expand this cooperation.