Following the path cut by other luxury carmakers, Jaguar and Land Rover are gearing up for a full scale assault on the Chinese market. Despite a cooling international market, the Chinese have a strong appetite for foreign luxury cars and Jaguar/Land Rover want a piece of the action.
Earlier this year there were reports that Jaguar and Land Rover owner, Tata Motors, would invest heavily in the two brands in order to improve their sales. It was also revealed that Tata was considering options for assembly and localization of selected Jaguar Land Rover products in China.
But it’s not easy getting a foothold in the Chinese market, you can’t just roll in and build a manufacturing plant. According to the Chinese law, you need to have a local partner. Which leaves JLR looking at possible joint ventures. Apparently, JLR has decided to form a partnership with Chery, and the two companies are already seeking approval from local authorities to go ahead with their business plan.
Neither JLR or Chery are commenting on the posssible tie-in which is understandable considering Chery has already been denied one partnership with Subaru by the Chinese government.
If the venture is given the green light the JLR Chinese plant is expected to manufacture 40,000 units annually, all of which will be sold in the China market.