Jaguar Land Rover powerless as Landwind X7 mimics Evoque in China
Jiangling Motors has launched the Landwind X7 SUV in China, a model closely resembling the Range Rover Evoque, with Jaguar Land Rover unable to block its sale due to local law.
Jiangling Motors has pressed ahead with the launch of its Landwind X7 SUV in China, a vehicle whose resemblance to the Range Rover Evoque has drawn repeated criticism from Jaguar Land Rover. Despite public objections, JLR has confirmed it cannot prevent the X7 from reaching Chinese showrooms, blaming the lack of effective intellectual property protection in the country.
The Landwind X7, first shown at the Guangzhou Auto Show in November 2014, features exterior styling that closely matches the Evoque. Key design elements including the sloping roofline, pronounced wheel arches and recessed door panels are carried over in a way JLR says is a clear copy. The X7 is set to go on sale from July or August 2015, with Jiangling listing a starting price of around $24,189. For comparison, the locally produced Range Rover Evoque starts at $67,292 in China.
JLR's response and legal limitations
Jaguar Land Rover CEO Ralf Speth has been vocal in his criticism, stating at the 2015 Shanghai Auto Show that the company has no recourse under Chinese law to stop the X7's sale. Speth described the situation as “copy-and-paste” design, expressing frustration that current regulations offer no protection for JLR’s design work. The company had previously indicated it would pursue action after the X7’s debut, but now concedes that legal options are exhausted.
Jiangling has not responded to requests for comment. At the Shanghai show, the company distributed brochures highlighting the X7’s specifications and emphasising its Chinese origin. The marketing pitch positions the X7 as a domestic alternative to imported SUVs, targeting buyers who want the Evoque’s looks at a much lower price.
Implications for JLR and buyers
Jaguar Land Rover opened its own production plant near Shanghai in October 2014, with the Evoque achieving steady sales since its local launch. The arrival of the X7 at a fraction of the price presents a direct challenge, particularly in a market where styling is a key purchase driver. With no legal means to intervene, JLR is left to compete on brand reputation and perceived quality rather than design exclusivity.
- Landwind X7: $24,189 (approximate starting price in China)
- Range Rover Evoque: $67,292 (starting price in China)
For more on the genuine Evoque, seeRange Rover Evoque Autobiography Dynamic debuts as most powerful Evoque yet
