JAECOO J7 ranks in the Top 10 in UK sales, known as the Temu version of Land Rover

【PCauto】In the UK car sales rankings for September 2025, the JAECOO J7 surged to fourth place nationally with 6,489 units sold. This achievement marks another high ranking for a Chinese brand in the mainstream UK market, following the success of MG.

In the subsequent months, the J7 consistently remained within the top ten best-sellers, ranking eighth in November and sixth in December. With annual sales reaching 28,000 units, the JAECOO brand outperformed long-established manufacturers such as Honda and Citroën, which have been deeply rooted in the European market for years, and clinched the title of the most-searched Chinese car brand on the UK Google annual ranking.

Combined with its sibling brand OMODA, the two brands achieved a total annual sales volume of nearly 50,000 units, surpassing a 2% market share. Such accomplishments are phenomenal for a new brand that has been in the UK market for only a year.

Dubbed the "Temu version of Land Rover" by British media, the J7's core appeal is succinctly captured.

Its robust, boxy design leads it to be called a budget-friendly Range Rover, satisfying the desire for a luxury rugged SUV at a starting price of just £30,000. Even the PHEV version costs only £35,000, making it approximately £14,000 cheaper than a comparable Land Rover Evoque.

A key selling point is that the J7 includes as standard many features that are often optional on European rivals, including a 14.8-inch large screen, ventilated and heated seats, a 540-degree surround-view camera system, and a super-long warranty of 7 years / 100,000 miles. In the quality-conscious UK market, this package presents a compelling proposition.

For context, a Volkswagen Golf at a similar price point offers only the space of a compact hatchback, whereas the J7 provides a mid-to-large SUV experience. This kind of cost-performance ratio is extremely appealing in inflation-hit Britain.

However, its popularity comes with increased scrutiny. The J7 has encountered some criticisms. The authoritative UK publication What Car? noted that its lane-keeping and other driver-assistance features can be overly sensitive, with frequent steering interventions that diminish the driving experience. The infotainment system's operating logic was also cited as not being entirely smooth.

Some users report that the boot space is surprisingly limited given the vehicle's size, falling short of practical expectations for an SUV.

These seemingly minor issues can be significant obstacles for European consumers transitioning from trial to regular use. They are willing to pay for value but will never tolerate shortcomings that affect daily usage.

Furthermore, the "Temu version of Land Rover" moniker itself carries a dual meaning, recognizing its price advantage while also implying concerns about brand strength and detailed quality. This stereotype requires time and reputation to overcome.

Building on this momentum, JAECOO's strategy for 2026 is to capitalise on its current success, launching two new models: JAECOO 5 and JAECOO 7 SHS.

JAECOO 5 is positioned as a compact SUV, with a starting price of £24,000 (approximately 130,000 MYR), further penetrating the entry-level consumer market.

The JAECOO 7 SHS super hybrid, with its 56-mile pure electric range, is tailored to comply with the UK's ULEZ policy, aiming to consolidate its niche market advantage. For Chery, the success of the J7 is only the first step.

While some cars enjoy only fleeting popularity, enduring success is built by brands committed to continuously refining quality, service, and the overall user experience. The J7 has already demonstrated Chery's strength through its design and configuration. Therefore, the immediate next step for Chery must be to address these specific criticisms.