Chery Jaguar Land Rover (CJLR) will unveil its first model under the newly created Freelander electric vehicle (EV) brand on March 31st. This launch marks a significant step for the joint venture, establishing an independent NEV (New Energy Vehicle) brand designed to combine the luxury heritage of Jaguar Land Rover with Chery’s advanced EV technology.
A Legacy Reborn
The Freelander name itself is well-known: the original Land Rover Freelander, launched in 1997, was a highly successful SUV. For five years straight, it was Europe’s best-selling SUV, known for its off-road ability, practicality, and overall driving experience. The brand is now being resurrected with a new mission.
Design and Technology
The first Freelander model will be a large, six-seater plug-in hybrid SUV. Teaser images show a robust, boxy design reminiscent of the original Freelander and the smaller Land Rover Defender. The SUV will feature distinctive rectangular headlights with pixelated LED technology.
Under the hood, the Freelander is expected to combine a 1.5T engine with a triple-motor setup, offering both hybrid power and electric driving range. The vehicle is built on Chery’s E0X platform, integrating cutting-edge technology from suppliers like Huawei (for its Qiankun intelligent driving system), CATL (for batteries), and Qualcomm (for the latest Snapdragon chip). Future versions will include extended-range and pure EV models.
Global Expansion
CJLR has invested 3 billion yuan ($415 million USD) to upgrade its factory for NEV production. The company has secured NEV production qualifications and has already signed dealership agreements in over 60 cities. Freelander also operates a global headquarters in Shanghai, design centers in both Shanghai and the UK (Gaydon), and a research institute in Suzhou. The brand’s first experience center is set to open in Suzhou Center.
The revival of the Freelander brand demonstrates CJLR’s ambition to compete in the rapidly growing EV market. This launch is not just about a new SUV; it is about building a fully independent NEV brand that leverages both legacy and innovation. The success of this venture will depend on whether CJLR can effectively fuse luxury, off-road capability, and cutting-edge technology into a compelling package for global consumers.
