JLR and Chery to Revive Freelander for New Electrified SUV Range in China

JaguarLand Rover (JLR) and Chinese automaker Chery will bring back the Freelander name for a new series of electrified SUVs. The first model will debut on March 31. This announcement marks a significant move in JLR and Chery’s joint venture, with the new Freelander models set to launch first in China. JLR China president Qing Pan stated there is potential for global expansion in the future.

Key Highlights

• JLR and Chery to revive Freelander as electrified SUV range debuting March 31 in China
• Freelander will be sold separately from JLR’s core brands through Chery-run dealerships
• The new range will replace Discovery Sport and Range Rover Evoque in China
• The first model expected to be a plug-in hybrid SUV on Chery’s T1X platform

Freelander Returns as Standalone Line

The revived Freelander will not be part of JLR’s luxury-focused ‘House of Brands’ strategy. This strategy separates Jaguar, Defender, Discovery, and Range Rover into individual model lines. Instead, Freelander will exist as a distinct model line in a different segment. Sales will take place through a separate network of Chery-run dealerships, independent from JLR’s core brand outlets.

The new Freelander range will be manufactured at the Chery-JLR joint venture facility in China. It is expected to replace locally produced models such as the Discovery Sport and Range Rover Evoque, which will be discontinued in China this year.

Platform and Technical Details

The upcoming Freelander models will use a Chery-developed platform. This platform also supports models from other Chery brands and is likely the T1X architecture, which underpins the Jaecoo 7. The first new Freelander is expected to be a plug-in hybrid SUV. It will combine traditional SUV styling with a coupe-like profile. Preview images show a unique front lighting signature for the new model.

Chery will lead the platform development, while JLR will focus on design and overall positioning. JLR aims to draw inspiration from the original Freelander, updating it to meet the preferences of modern, tech-savvy Chinese consumers. Qing Pan noted that the new Freelander will reflect the original’s spirit but will be modernized for today’s market.

History and Market Position

The original Freelander debuted in 1997 as the first Land Rover with a monocoque platform. It played a key role in pioneering the compact premium SUV segment. The model was produced in two generations before being discontinued in 2015, replaced by the Discovery Sport. The new Freelander marks the return of the nameplate after nearly a decade, now focused on electrified SUVs for a changing market.