Jaguar Land Rover is attempting to block VW Group's imports to the US
JLR thinks that VW has been copying their Terrain Response system, so now they're heading to court.
Jaguar Land Rover is suing Volkswagen Auto Group over allegations about VW using JLR's Terrain Response system without their permission in their luxury SUVs and crossovers.
JLR states in their case (In the Matter of Certain Vehicle Control Systems, 337-3508, U.S. International Trade Commission) that the Volkswagen Tiguan, Audi Q5, Q7, Q8, A6 Allroad, Porsche Cayenne, and Lamborghini Urus are using Terrain Response without proper permission. VW enthusiasts would note that that the Bentley Bentayga is missing from this list, and that is because JLR already has a case against the Bentayga using Terrain Response without their permission.
I find this particularly interesting because if this case ends in Land Rover's favor, it could result in a number of significant vehicles to VW's success in the US being blocked from coming in. Audi in particular would suffer immensely, as the Q5 and Q7 are huge sellers for the brand. A stop of the Cayenne, Urus, and Bentayga would open the floodgates for Mercedes BMW, Lexus and Lincoln to claim that portion of the luxury SUV market.
What I also find interesting, is that we are coming up on the facelifts of the F-Pace, E-Pace and a few Land Rover models as well as the arrival of the Defender, so the cynic in me is saying that this case is a little, timely, to say the least.
If it wasn't obvious, JLR does not have a massive stake in the markets that they compete in, in fact it barely has a market presence at all, with the company selling less than 130,000 units in 2019. Audi alone sold roughly 225,000 units in 2019. Porsche sold nearly 70,000 units in 2019, so a sudden halt of SUVs could result in JLR being able to steal buyers away, especially with their current lineup. Not to mention that another significant lawsuit would tarnish VW's already lackluster reputation in the US.
This is quite the accusation, and its aftermath could result in a significant loss of sales for VW in the US. I'm not really sure what to make of all of it, other than the fact that JLR is about to update and launch a bunch of products, and they are looking to take down their competition in one fell swoop. That's just my take, what do you make of all this? Comment Below!