Jaguar Land Rover is facing increased competition in its home market as Chery Automobile Co., its Chinese partner, prepares to launch its premium Jaecoo brand in the UK.

Chery aims to challenge JLR's dominance, specifically targeting the Range Rover line with a range of more affordable sport utility vehicles.

This move comes after JLR underwent a controversial brand makeover, which has drawn criticism and potentially weakened its market position.

The entry of Jaecoo into the UK market signifies a strategic shift by Chery to take advantage of JLR's vulnerabilities and expand its presence in the competitive luxury automotive sector.