The ‘Temu Range Rover’ is a bestselling car as Chinese brands surge

British drivers’ embrace of Chinese cars is gaining strength, with the Jaecoo 7 regaining its spot as the U.K.’s bestselling new car.

The model, dubbed the “Temu Range Rover,” outsold rivals such as the Ford Puma and Kia Sportage in September with more than 10,800 units registered, according to data published Friday by the Society of Motor Manufacturers & Traders.

The Chinese brand took a 4.3% share last month when including other models like the Jaecoo 8 that went on sale this year. The Jaecoo 7, which comes as a combustion-engine car or plug-in hybrid, first took the top spot in March but had been overtaken by rivals until September.

Made in China by Chery Automobile Co., the Jaecoo 7 has been a common sight on U.K. roads with its distinct grille since hitting showrooms less than two years ago. The car, which starts at around 30,000 pounds ($39,600), has earned itself the “Temu Range Rover” nickname on social media for being a cheaper version of the British luxury brand, in a nod to the Chinese discount marketplace.

The model has led the charge of Chinese brands, which have gained ground quickly in the U.K., grabbing a 23% share in September. Other popular brands include BYD Co., which accounted for almost 6% of registrations.

Unlike in the European Union, Chinese EV imports don’t face additional tariffs in the U.K. Plug-in hybrids aren’t affected by trade levies but they may soon be hit with similar duties in the EU.

The U.K. may have to levy similar tariffs if it wants to be given equal treatment under the EU’s local-content rules, a Nissan Motor Co. executive said last month.

“Tariffs come and go but it won’t change our investment in the U.K.,” Victor Zhang, U.K. managing director of Jaecoo and Omoda, which is also owned by Chery, told reporters on a call. “We are here to stay.”

Zhang cited a memorandum of understanding signed with Nissan under which the companies are exploring the possibility of Chery assembling vehicles at the Japanese company’s Sunderland factory, the U.K.’s largest car plant.

September is a key month for car sales in Britain as new registration plates are released, boosting demand above typical levels. The other key month when that happens is March.

Chery mostly sells plug-in hybrids in the U.K., luring customers who still have concerns about going fully electric due to patchy charging infrastructure. Only a small percentage of its sales are for EVs, with almost a quarter combustion-engine cars.

While Chinese cars fared well, Tesla Inc. continues to recover from its slump last year. The automaker led by Elon Musk accounted for 4.5% of the U.K. new-car market in September with almost 16,000 sales.

Nimmo writes for Bloomberg.