Jaguar Land Rover And Chery Auto To Start New Car Brand

Jaguar Land Rover (JLR) along with Chery Auto Chinese automobile manufacturer (joint venture partner to JLR) are thinking to a new brand collectively. This action favors a global sales strategy planned by the JLR in order to increase the presence across China which is the largest car market in the world. 

Chinese media has informed that the new upcoming brand is likely to be ranked among the mid-class car segment along with an onerous emphasis considering electrification to in-car connectivity option and drivetrains. This brand is likely to be considered as the Lynk & Co which is the brand introduced by Chinese parent company Geely and JLR’s competitor Volvo in 2016. 

Although, there is no official information regarding the launch of a new brand by the JLR with Chery. For now, the information regarding the JLR and Chery’s new brand is still not known. Experts of the China auto car industry advice that the latest alterations in Chery’s management could be taken as the foundation basis of an extensive shift in working tasks between the two car manufacturers which started working together in 2012.

The chances to launch a new brand by JLR were enhanced when the company logo with Rover name branded in various countries, with Rover 55. The Rover 55 was a sedan from the brand which was dead and never started production. Taking consideration of famous sedans in China, it could be a reasonable place to refurbish the Rover brand.

The company spokesperson mentioned during a speech, "Jaguar Land Rover owns the Rover trademark so regularly files trademark updates to protect the name, as is good practice." According to him, no new brand is under consideration about the launch, he said, "there is no foundation to the speculation that we are reviving the brand."