Given that Chery ripped off the Daewoo Matiz (aka Chevrolet Spark) to produce its Chery QQ, Tata (Land Rover’s Indian owner) clearly entered this JV with its eyes open. The cars do not compete in any sense of the word, any more than fake Coach bags compete with the genuine ones. I’d say Tata entered the JV in order to get Chinese market access, as well as to ramp up Chinese operations quickly. After 2-1/2 years, the first Range Rovers have rolled off the JV’s production line. Tata has market access and is generating revenues from the Chinese market. From that perspective, Tata probably views the JV as a success.
Good analysis and analogy.
Range Rovers around here are driven by upscale gen X and baby boomers out to impress their neighbors.
They might buy the Chinese one for their teenage kids instead of a used Honda IF it was cheap enough.