For the Chinese manufacturer's latest offering, an SUV, looked suspiciously familiar. Its narrow headlights, chunky front end and trendy black alloys evoked... well, they evoked Range Rover's Evoque, which was being launched a couple of halls down. But priced at about £14,000, the X7 is a bargain compared with the Evoque's £40,000-plus asking price.
What's the car like? The X7 is "larger by more than 5cm including a 1cm longer wheelbase and most notably has the roof rack", said Autocar. It's the important stuff that counts.
More notably, its engine delivers just 188bhp, compared with the Evoque's 237bhp. There was also "bubbling on paintwork and the gaps of the rear doors and boot are neither regular nor flush with the sides".
Speaking to Autocar, Ralf Speth, JLR chief executive, said the company is determined to defend its honour.
The simple principle is that it is not something that should happen; the intellectual property is owned by Jaguar Land Rover and if you break that IP then you are in breach of international regulations that apply around the world.
I cannot imagine Chinese officials will be happy at any actions that undermine the credibility of the country.