Martin Limpert, the global managing director of Range Rover, stated that the emergence of Chinese vehicles with similar designs is a compliment to the brand. He noted that such copying signals that Range Rover's design is inspirational within the luxury segment.
Limpert emphasized that customers seek the best of the best and are willing to pay a premium for the brand's British originality and engineering ingenuity developed over five decades and five generations of Range Rover.
The company is specifically monitoring models from Chery-owned Jaecoo, such as the J5 and J7, which have been compared to Range Rovers and nicknamed the 'Temu Range Rover'. However, JLR notes that these vehicles have not yet impacted the brand's sales.
To maintain its market position, Range Rover's global marketing boss Ryan Miller confirmed the company will continue to differentiate its models. This includes the upcoming launch of a new low-slung GT, which will become the brand's fifth model.