JLR and Chery Resurrect Freelander as an Electrified Off-Road Brand

In 2015, Jaguar Land Rover retired the Freelander nameplate to make room for the Discovery Sport. The original vehicle launched in 1997 and spent years as one of the best selling four wheel drive models in Europe. The badge sat dormant for almost a decade while the company focused on higher margin luxury models. Returning to a discontinued name carries risks, as older buyers often recall the well documented reliability issues of the early generations. Now, the automaker has revived the badge alongside its Chinese joint venture partner Chery to anchor an entirely standalone electrified brand.

The partnership introduced the Concept 97 in Beijing on March 31 ahead of the city auto show. The design borrows heavily from the original 1997 model, specifically in its boxy silhouette, flat sides, and the distinctive diagonal rear pillar. The concept features reverse hinged doors and a wrap around rear bench seat that looks striking on a stage. In hindsight, those will likely disappear by the time the vehicle reaches the assembly line, as leaked crash test photos already show standard doors and conventional seating. The final production version will replace the Land Rover Discovery Sport and Range Rover Evoque at the joint Changshu manufacturing facility.

Underneath the bodywork, the new Freelander relies heavily on Chery platform technology. The vehicles use the Chinese automaker’s new 800-volt electrical system, which supports purely battery electric, plug-in hybrid, and range extender powertrains. Offering multiple powertrain options is a practical approach for a market where consumers still deal with uneven charging infrastructure. However, building a premium product on shared platforms requires careful tuning to mask its mass market roots. The engineering teams will need to ensure the final product delivers the ride quality expected of a vehicle with British heritage. According to Global China EV, a regional industry publication, the first model stretches over 200 inches long and features a six seat layout.

The Chery Jaguar Land Rover joint venture has operated since 2012 to produce several combustion models for the domestic market. The partnership posted a loss of roughly 18 million dollars in the fiscal year ending March 2025. Domestic brands have steadily consumed the mid-range premium segments that locally assembled JLR models previously occupied. Shifting the Changshu plant to produce the new Freelander lineup directly addresses that idle capacity and declining market share. It gives JLR a fresh product line engineered at the speed of the local market without bearing the entire development cost alone. A dedicated network of retail partners is already being established across 50 Chinese cities to handle the initial sales volume.

Production of the current combustion powered models at the Changshu facility is scheduled to wind down completely by the end of 2026.

The companies plan to eventually export the new Freelander models from China to other global markets. Wei Lan, the chief executive of Freelander, stated during the presentation that the brand intends to build a global vehicle from the ground up to meet diverse regional demands. That goal will be tested soon enough as the company navigates complex international trade waters. Shipping vehicles outward from China introduces significant tariff hurdles, especially in European and North American regions highly protective of their domestic manufacturing bases. Autocar, a British motoring magazine, reported that the joint venture has not yet detailed its international distribution strategy or clarified how deeply JLR will be involved in overseas marketing.

Jaguar Land Rover and Chery have confirmed an investment of roughly 435 million dollars into the Changshu facility to support the new brand. Launching a new brand requires massive capital. Chery brings the manufacturing scale and battery supply chain access, while JLR supplies the heritage marketing and premium positioning. This shared approach reflects a growing trend of legacy European automakers relying on Chinese firms to accelerate their electrification timelines. The strategy bypasses years of costly software and platform development. The initial vehicle rollout is set to begin in China later this year, with Middle Eastern and European sales confirmed to follow shortly after.