Freelander returns as a brand from Chery and Jaguar Land Rover

(Motorsport-Total.com/Motor1) – Jaguar Land Rover has decided to bring back a well-known name – however, in a way that you wouldn’t necessarily have expected. The Freelander is back, but not as a new model from Land Rover, but as an independent brand for electrified vehicles, which is being built in cooperation with Chery.

Read more “Like a 90s football club”: Harsh criticism of Aston Martin’s strategy

Jaguar Land Rover (JLR) and Chery had already announced a strategic further development of their existing partnership in June 2024. The goal at the time was to align the joint venture Chery Jaguar Land Rover with the next phase of electromobility in China.

The core of the agreement was a Letter of Intent, according to which JLR licenses the trademark rights to the name “Freelander” to the joint venture. A new model family of electric vehicles is to be created under this brand. These vehicles are based on Chery’s electric platform and are produced at the Changshu plant.

The new Freelander series will be positioned as an independent offering – independent of both JLR’s premium brand strategy (“House of Brands”) and Chery’s existing portfolio. At the same time, it is intended to complement and expand the joint venture’s product range.

Export in the long term

The division of tasks follows the respective core competencies: Chery contributes its technological expertise in the field of electromobility and its strong market position in China, while JLR primarily contributes design, brand management, and SUV experience. An independent sales structure is planned for the new model series within China. In the long term, however, the vehicles are also intended for export to international markets.

The cooperation marks a strategic step towards strengthening the market position of both companies in the world’s largest and fastest-growing market for electric vehicles. At the same time, it represents a further development of the partnership that has existed for over a decade.

Overall, the project aims to create a competitive offering in the volume segment of electromobility and tap into new growth potential by combining local technology expertise and international brand strength.

Photo gallery: Freelander Concept97

The first concept presented makes this change of course clear. It is an SUV with robust proportions, a clean appearance, and subtly reminiscent of the current Land Rover Defender. The idea combines straight surfaces, a striking LED light signature, and an identity that aims to balance British heritage with a global design language – very similar to what is currently seen with younger Chinese brands.

Read more MotoGP Background: Why Gresini almost turned its back on Ducati

Despite the traditional name, the project is not part of JLR’s core structure. Freelander is being created as a separate project, with development under the leadership of Chery and production concentrated in China. The goal is to scale faster in the segment of electrified vehicles – an area that the established JLR brands have so far approached rather cautiously.

That explains a lot. With already established Chinese platforms and a more agile production chain, the new Freelander brand is likely to launch with plug-in hybrids and purely electric variants and position itself below the more expensive Land Rover models. It stands to reason that they are targeting exactly those customers who are looking for a technology-oriented, electrified SUV but do not necessarily want to pay the prices of a Range Rover or Defender.

At the same time, the move shows a clear assessment of the current industry situation. Instead of trying to squeeze traditional brands into every segment, JLR is choosing a “shortcut” via a new identity that is more flexible and brings fewer historical constraints.

For context: The original Freelander was built from 1997 to 2015 and was one of the first compact premium SUVs from the British brand. The name of the study also refers to this: Freelander Concept97.

Now the name returns completely repositioned. The former entry-level SUV of the Land Rover world is stepping down – instead comes an approach that aims for electrification, software, and global volumes, with China as the starting point.

The next step will be to observe how strongly this new Freelander brand can stand out in a market that is increasingly competitive – especially within the cosmos of Chinese electric SUVs. And we wait to see if the new Freelander also finds its way to Europe.

More on the old Land Rover Freelander:
Compact off-road artist: Land Rover Freelander SD4
World premiere: Land Rover Freelander with diesel and electric motor

Read more Project leader Mattia Binotto reveals what is currently the biggest weakness at Audi