Freelander name to make a comeback as new JLR EV only brand

Land Rover Freelander line-up will be limited to China in the beginning; global sales expected to start a little later.

Published On Jun 19, 2024 02:16:00 PM

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Nearly a decade after ceasing the production of the Freelander, Jaguar Land Rover, now known as JLR, is set to revive the brand with a new range of electric vehicles in China.

Some future JLR models to use Chery platforms, powertrains
Will have multiple models under the Freelander sub-brand
JLR-Chery JV incorporated in China more than 12 years ago

JLR Freelander range will be built by Chery JV

To be manufactured and sold in China initially, these models will "over time" be exported to various global markets, JLR has said in a statement. Chery, JLR's joint venture partner in China, will supply the architecture to develop the new Land Rover Freelander.

Chery is known for building the Land Rover Discovery Sport, Range Rover Evoque, Jaguar E-Pace and long-wheelbase XF and XE sedans for the Chinese market. With a 12-year collaboration, the two companies aim to "strengthen" their product offering with a new range of bespoke EVs.

We had earlier reported that JLR is looking to strengthen its partnership with Chery. "The new model of collaboration fully leverages both parties' complementary strengths," JLR said.

Sold under the Freelander brand, the new models will be seen as "independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands".

They will be designed and engineered for the "mainstream" market, JLR said, but it did not elaborate on planned markets or timelines.

Also see:

Jaguar F-Type production ends after 11 years

Range Rover, Range Rover Sport now made in India

Tata Motors likely to make Tamil Nadu a hub for JLR EVs