In a surprising turn of events, Jaguar Land Rover (JLR) might be partnering with its former student, Chery, to utilize the Chinese automaker’s Exeed brand platform for its upcoming electric SUVs. This potential collaboration marks an interesting twist in the relationship between the two companies.

A Look Back: Knowledge Transfer and the Rise of Chery SUVs

Back in 2011, JLR established a joint venture (JV) with Chery to assemble JLR vehicles for the ever-growing Chinese market. This partnership provided Chery with valuable insights into premium car design and, more importantly, off-road vehicle expertise. Fast forward to 2021, Chery leveraged this acquired knowledge to launch a successful series of SUVs, showcasing their own design capabilities.

JLR Goes Electric: Is Chery’s Exeed the Answer?

JLR, aiming to become a fully electric brand by 2030, is reportedly in talks with Chery to utilize their Exeed brand’s platform for developing electric SUVs. The Exeed brand, launched in 2018, positions itself within the Chery group as a more premium offering, focusing on advanced technology and luxurious features. This focus aligns with JLR’s brand identity, potentially making the Exeed platform a suitable base for their electric SUVs.

The Booming Chinese SUV Market: A Lucrative Playing Field

The Chinese SUV market is a juggernaut, accounting for a significant portion of total vehicle sales in the country. According to a 2023 report by JATO Dynamics, SUVs comprised over 60% of new car sales in China, with a projected growth trajectory that shows no signs of slowing down. This immense popularity can be attributed to factors like a growing preference for spacious vehicles, rugged terrain in some regions, and a rising middle class with increased disposable income.

Unconfirmed Reports and Potential Benefits

While both JLR and Chery have denied the reports of a platform-sharing agreement, the potential benefits for JLR are undeniable. Leveraging Chery’s Exeed platform, known for its focus on technology and premium features, could significantly accelerate JLR’s development of new electric SUVs, crucial for competing in the fast-paced Chinese market. Additionally, Chery’s established manufacturing expertise and knowledge of local consumer preferences could further aid JLR’s success.

Looking Ahead: Will Tradition Prevail or Will Innovation Take the Wheel?

The potential collaboration between JLR and Chery raises several questions. Will JLR’s brand identity remain strong despite using a platform from a former student? Can Chery’s Exeed technology meet the premium standards expected from JLR vehicles? Only time will tell if this reported partnership materializes and how it shapes the future of both automakers in the ever-evolving Chinese EV landscape.

It’s important to note that the platform-sharing agreement is not confirmed at this point. However, the potential collaboration highlights the changing dynamics of the global automotive industry, where established brands are increasingly looking to China for technological innovation.