Range Rover stated that it does not perceive a threat from Chinese SUVs that adopt characteristics of its models. According to the brand's global managing director, Martin Limpert, when the design is copied, it functions as an indicator of prestige, not a commercial risk; the company emphasizes that such vehicles have not yet impacted its sales.
These statements were made to the Australian publication Carsales. Limpert assessed that if other brands replicate the Range Rover's design, it demonstrates that the British manufacturer's visual language has established itself as a standard in the luxury sector. He described this movement as a kind of honorary distinction, emphasizing that the fundamental thing is for the brand to maintain its recognition as the original, which requires continuous development.
Among Chinese SUVs, the Jaecoo models, which belong to Chery, are the ones that generate the most comparisons with the Range Rover. The J5 and J7 models were even nicknamed 'Range Rover Temu', alluding to the shopping app known for offering affordable versions of designer items. However, neither of these two models competes directly in the same niche as the British vehicles.
For Limpert, the consumer seeks a Range Rover because they want 'the best of the best' and are willing to invest more for that quality. The executive argued that the British origin, along with the design and engineering developed over more than five decades and five generations, positions the brand with great strength, associated with the choice of global leaders.
This reasoning finds some support in market behavior. While Chinese brands are growing vigorously in the entry-level segment, where cost-benefit is a decisive factor in purchasing, in the luxury and premium segments, brand loyalty tends to be historically stronger, making the acquisition of new customers a more time-consuming process for newcomers.
The Brazilian scenario serves as an example to support this point: the Jaecoo 7 plug-in hybrid starts at R$ 234,990 in the Luxury version, potentially reaching R$ 256,990 in the Prestige version. In contrast, the Range Rover Evoque, the British brand's entry model in the country and manufactured in Itatiaia (RJ), starts at approximately R$ 518 thousand in the Autobiography configuration. In August, Omoda & Jaecoo introduced the J5 to the national market and announced the arrival of the J8, after the latter surpassed 30 thousand units sold in Brazil since its debut in April 2025.
To differentiate itself from the competition, Range Rover is preparing the GT, which will be the first vehicle from the brand with a four-door coupe profile and low body. This electric model, built on the EMA platform, will be produced at the Halewood factory in the United Kingdom, with a projected launch in 2027. Ryan Miller, the brand's global marketing chief, stated that the company will continue working to ensure the distinction of its products from competitors.