JLR-Chery tie-up revives Freelander nameplate

Jaguar Land Rover (JLR) and Chinese carmaker Chery are collaborating to revive the Freelander nameplate for a new range of electrified SUVs, with the first model set to be unveiled on March 31. The new Freelander models will be developed as part of the JLR-Chery joint venture (JV) and will initially be sold in China, with “potential for global expansion”, according to JLR China president Qing Pan.

1. JLR to lead design; Chery to handle platform development
2. Freelander nameplate returns after nearly a decade
3. First model expected to use a plug-in hybrid powertrain

New Freelander brand under JLR-Chery partnership

To be separate from JLR’s ‘House of Brands’

The Freelander will be positioned separately from JLR’s core brands and will not fall under its luxury-focused ‘House of Brands’ marketing and sales strategy, which splits Jaguar, Defender, Discovery and Range Rover into standalone model lines. 

It will serve as a distinct model line positioned in a different segment, with sales handled through a separate network of Chery-run dealerships.

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

Platform, powertrain and design details

Plug-in hybrid expected; design inspired by original Freelander

The new Freelander range will be based on a Chery-developed platform that also underpins models from other Chery brands. This is likely to be the T1X architecture, which is seen in the Jaecoo 7, according to Autocar UK.

The first model is expected to be a plug-in hybrid SUV, combining SUV styling with a coupe-like profile. Preview images indicate that the new SUV will feature a distinct front lighting signature. 

While Chery is leading the platform development, JLR will contribute to the design and overall positioning of the new models, drawing inspiration from the original Freelander. It will “echo the original spirit of the Freelander but [be] brought up to date to appeal to discerning, technologically savvy Chinese consumers”, Pan told Autocar UK.

Freelander name returns after a decade

Original model discontinued in 2015

The original Freelander, introduced in 1997, was the first Land Rover with a monocoque platform, and it “pioneered the compact premium SUV”, said Pan. It was sold in two generations before being discontinued in 2015, when it was replaced by the Discovery Sport.

The revival marks the return of the nameplate after nearly a decade, now repositioned for an electrified SUV line-up.