After an attempted brand makeover came in for criticism, Jaguar Land Rover (JLR) now faces a new threat: its Chinese partner wants to eat its lunch in the UK.
Chery Automobile Co. is preparing to bring its upmarket Jaecoo brand to JLR's home market, where the Chinese carmaker hopes to take on the Range Rover line with cheaper sport utility vehicles.
The Jaecoo 7, which will hit UK roads early next year and starts from £29,435 ($36,910) for the gasoline version, is more affordable and a higher quality than some Range Rover models including the £44,000 Evoque, according to Chery's UK head Victor Zhang.
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