Jaguar Land Rover vs. Jiangling: A Case for Protecting Automotive Design

Jaguar Land Rover Evoque vs Jiangling Motors Landwind X7 Design

Jaguar Land Rover has won a pivotal case against Jiangling Motors Corp., over the Landwind X7 SUV, which was found to have copied key elements of the Range Rover Evoque’s signature design. The court’s decision is more than a win for Land Rover; it highlights that originality in design is not something brands can afford to let others take for a spin.

Background

The conflict began in 2014 when Land Rover accused Jiangling of replicating key design elements of the Evoque. Among the features copied were the Evoque’s unique shape, tapering roofline, window design, nearly identical tail lights, and side panel character lines. These similarities were not subtle but deliberate imitations that caused confusion among consumers. Land Rover argued that the Landwind X7 diluted the Evoque’s market identity and sought to benefit from the reputation of its iconic design.

Court Proceedings

Beijing Chaoyang District Court

In 2019, the Beijing Chaoyang District Court ruled in favour of Jaguar Land Rover on grounds of unfair competition. The court concluded that the Landwind X7’s design misled consumers and damaged Land Rover’s reputation. Jiangling was ordered to stop manufacturing, selling, and marketing the infringing vehicle.

The court also awarded damages to Jaguar Land Rover. However, it dismissed Land Rover’s copyright infringement claim, stating that the Evoque’s design did not meet the originality criteria required for copyright protection under Chinese law.

Beijing Intellectual Property Court

Both parties appealed the decision, leading to a final ruling in 2021 by the Beijing Intellectual Property Court. The court reaffirmed the earlier decision on unfair competition, emphasising that Jiangling’s imitation harmed Land Rover’s market standing and consumer trust.

On the copyright issue, the court maintained its position, stating that while the Evoque’s design was distinctive, it did not qualify as a copyrightable work under Chinese law.

Conclusion

This case is a rare example of a global automaker successfully challenging design infringement in China, a jurisdiction often viewed as complex for intellectual property enforcement. Jaguar Land Rover’s victory proves that defending original design is not just about legal action; it’s about protecting a brand’s value.

For global brands, this case makes it clear: enforcing intellectual property rights may be a long road, but it’s essential for maintaining what makes a brand truly unique. Imitation may try, but it will never match the value of authentic design.


Sources:

Jaguar Land Rover wins case against Jiangling Motors in China

Land Rover v. Jiangling: Chinese Court Renders Final Judgment

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