Report: Jaguar Land Rover mulls Lynk & Co. rival with Chinese partner

2018 Lynk & Co. 02

Jaguar Land Rover may have plans for a new brand in China with its local joint venture partner, Chery.

According to a report from published Thursday, JLR is keen to improve its presence in China and may do so with a new brand to rival Volvo and Geely’s Lynk & Co.

While Lynk & Co. is meant to expand outside of China, JLR’s new brand will reportedly focus on the Chinese market. The automaker denied the latest rumors in a statement to , but Chinese auto industry analysts believe otherwise. A number of management shuffles inside Chery are seen as a precursor to a new brand and a shift in JLR and Chery’s joint venture strategy.

The brand will allegedly target mid-range buyers and focus heavily on electrification and in-car technology. JLR announced last month that it will raise its total electrification investment to $18 billion after it said last September that every new Jaguar and Land Rover vehicle would feature an electrified variant post-2020. The 25 percent increase in the electrification investment did not include details on the Chinese auto market, however.

As for the new brand’s name, believes it could be Rover. JLR owns the rights to the Rover name and regularly files to continue trademarking it. A JLR spokesperson, however, added that “There is no foundation to the speculation that we are reviving the brand,” when asked about the most recent trademark filing.

JLR is also working with parent automaker Tata of India. Last February, Tata showed off the H5X concept—an SUV riding on a modified version of Land Rover’s LR-MS platform. The architecture underpins the current Land Rover Discovery and will feature on the next-generation Range Rover Evoque.

Check Also

You can buy stock in a 1993 XJ220 for just $99

In today's age, classic cars are increasingly being treated as investment pieces and not just weekend getaway cruisers. One company has made a business out of the idea and aims to democratize classic car investments, and next up on the docket is a 1993 Jaguar XJ220. Rally Rd. is a smartphone app and website that lets users invest and buy shares in classic...

Ford will shrink platform count to just 5

Alan Mulally helped steer Ford through the previous decade's global financial crisis by moving the automaker's global lineup onto a core set of platforms under a strategy known as One Ford. It saw Ford go from 30 platforms prior to Mulally joining as CEO in 2006 down to nine in 2015, a year after Mulally passed the reins on to Mark Fields. Current Ford CEO...