Land Rover is a luxury British automotive company of predominantly four-wheel drive, off-road capable vehicles, owned by multinational car manufacturer Jaguar Land Rover (JLR). In a joint venture with Chery Automobile Co., their assembly plant in Changshu, China, has been manufacturing Jaguar and Land Rover vehicles since October 2014. GMN China has been part of this supply chain since 2015, supporting the airbag emblems on the steering wheels of Jaguar and Land Rover vehicles.
In the continuous push for localization, Land Rover China collaborated with GMN China on the front grille badge of its 2nd generation Land Rover Evoque (L551), a model built for rough terrain and extreme weather conditions. In addition to the cosmetic requirements, the front grille badge had to pass stringent exterior automotive specifications set up by Land Rover that demanded testing to the highest performance standards.
The grille badge was created with mirror-finish aluminum that was screen printed with Land Rover’s corporate color (British Racing Green). A subtle emboss was applied to the perimeter of the letters, followed by a thin doming on the badge. These processes, along with the mechanical spin finish on the aluminum badge, rendered an understated luxury finish.
Ultimately, GMN China’s proprietary topcoat ensured that the badge successfully passed the following performance tests and requirements -
- Filiform corrosion test on the aluminum substrate (11 days)
- Neutral salt spray test (42 days)
- Cyclic corrosion test (42 days)
- Accelerated weathering (50 days)
Matching up to Land Rover’s slogan, GMN China went “Above & Beyond” from prototyping through full-scale production to deliver a custom solution that met Land Rover’s needs. The partnership with GMN has put in place a domestic manufacturing solution for Land Rover that doesn’t require them to source components from overseas manufacturers. The exterior grille badge has been in production on the L551 assembly line in the Changshu factory. There are evolving plans to bring the badge onto other exterior usages and global Land Rover platforms.
The automotive badge is a prime example of GMN’s total solution to successfully integrate various processes to create a unique look for our customers. To learn more about our automotive capabilities, visit our website or schedule a consultation with our experts.