As a partnership between Chery and Jaguar Land Rover, Freelander has officially made its global debut as an independent luxury new energy vehicle (NEV) brand. It became a standalone entity in June 2024 and will operate separately from JLR’s well-known families like Range Rover, Defender, Discovery, and Jaguar.
The brand will be headquartered in Shanghai. Design and development will be split between JLR’s Gaydon design centre in the UK and teams in China, while production will take place at the Changshu facility. This mix of global expertise and local execution is what Freelander is betting on for success.
Its first car, expected later this year, will set the tone for what’s to come. Freelander plans an aggressive rollout, with a new vehicle every six months and six models lined up over the next five years. All of these will sit on a new flexible SUV platform supporting electric, plug-in hybrid, and range-extended powertrains, including an advanced 800V architecture.
On the tech front, Freelander is going all in. The first model will feature intelligent driving tech developed with Huawei, along with LiDAR-based driver assistance. There’s also a strong focus on off-road capability with a new intelligent all-terrain system. Powering the experience inside will be a next-gen chip from Qualcomm, while battery tech is being co-developed with CATL, promising fast charging and improved durability for rough conditions.
The first glimpse of this future comes in the form of the Concept97. This mid-to-large six-seater SUV carries a bold, boxy design inspired by classic Land Rover styling, but with a more modern and youthful touch. With a length of over 5.1 metres and a 2+2+2 seating layout.
What makes this story even more interesting is the legacy behind the name. Freelander was once a key part of Land Rover’s lineup, first launched in 1997 and even becoming Europe’s best-selling SUV for several years. If executed well, Freelander could become a strong example of how traditional carmakers and new-age EV players can come together to create something truly global.
