Range Rover chief on Chinese copycat SUVs
Martin Limpert says Range Rover does not welcome Chinese imitations but views them as a sign of design leadership.
Martin Limpert, who has led the Range Rover division since February 2025, told the Range Rover Electric launch that copying of its designs by Chinese brands is not welcomed, but it confirms the brand’s status as a luxury SUV benchmark.
Key takeaways
- Limpert heads Range Rover from February 2025.
- Chinese SUVs copying Range Rover designs are rising.
- Range Rover Electric carries over 300 new patents.
Design heritage and leadership
Limpert stressed that Range Rover’s British provenance and distinctive styling have defined the brand for more than 56 years. He said the design language has remained recognisable across five generations, reinforcing its position as the original luxury SUV.
The chief executive made clear that imitation is not appreciated, yet he acknowledged that copycat activity signals that JLR’s design standards are still influential in the global market.
Rise of Chinese copycat SUVs
Models such as the Jaecoo 7, nicknamed the “Temu Range Rover” in the UK, have topped sales charts in March and September 2026. New entrants like Chery’s iCaur brand, arriving in the UK in 2027, will launch a Defender‑style V27, while BYD plans a Ti‑7 Defender look‑alike.
Industry observers estimate around ten Chinese manufacturers - including Geely, Jetour and Yangwang - have released Defender‑inspired designs, highlighting a broader trend of emulating British off‑road styling.
Electric Range Rover and innovation focus
Limpert cited the Range Rover Electric as the most innovative model in the line, noting that more than 300 patents have been filed for the vehicle. He insists the electric powertrain does not compromise the brand’s visual identity.
He described the vehicle as “Range Rover first, electric second”, underscoring that design continuity remains a priority even as the range moves toward electrification.
What this means for dealers
Dealers should monitor the growing number of Chinese replicas, as they may affect buyer perception and demand for genuine luxury SUVs. Emphasising authentic British heritage and the brand’s pioneering electric technology can differentiate Range Rover inventory.
Maintaining a focus on the distinctive design cues that define Range Rover, while promoting the extensive patent‑backed innovations of the electric model, can help dealers sustain the premium positioning against lower‑priced imitations.
Frequently asked questions
Why does JLR view Chinese copycat SUVs as both a concern and a compliment?
Limpert explained that while direct imitation threatens brand exclusivity, it also demonstrates that Range Rover’s design language sets an industry benchmark, indicating that competitors aspire to the same level of luxury and style.
How will the Range Rover Electric help dealers compete with cheaper Chinese models?
The electric model leverages over 300 new patents, offering advanced technology and a clear British design identity. Dealers can use these unique features to highlight the genuine luxury experience that cheaper copycats cannot replicate.
This article summarises reporting first published by Car Dealer Magazine.