Jaguar Land Rover Partners with Chery to Revive Freelander Brand for Electric Vehicles in China


6/20/20241 min read

Jaguar Land Rover (JLR), owned by Tata Motors, announced a strategic initiative to revive its Freelander brand for the Chinese electric vehicle (EV) market. On Wednesday, JLR revealed that it signed a letter of intent with its Chinese joint venture partner, Chery Automobile Company Ltd, to license the Freelander brand for the development of EVs in China.

The new agreement will see CJLR, a 50/50 joint venture between JLR and Chery, pivot towards producing a cutting-edge lineup of electric vehicles. These EVs will be based on Chery's advanced EV architecture and marketed exclusively under the Freelander name. Originally produced between 1997 and 2015, the Freelander was succeeded by the Discovery Sport in 2016. The reborn Freelander models will initially be sold in China through a dedicated network, with plans for eventual global export.

Designed collaboratively by Chery and JLR's creative teams, the new Freelander EVs aim to capture a unique position in China's rapidly expanding New Energy Vehicle (NEV) market. Production will take place at CJLR's existing facility in Changshu.

JLR CEO Adrian Mardell emphasized the strategic importance of this move, highlighting JLR's commitment to the Chinese market. He stated, "We believe that working together to develop new models of collaboration for the world's largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR."

Chery Group Chairman Yin Tongyue echoed this sentiment, noting that the partnership represents an innovative collaboration model. "The blend of Chery's advanced EV technology with the distinctive appeal of the Freelander brand will undoubtedly provide China and global consumers with a unique electric vehicle experience," he added.

The Freelander portfolio will offer complementary growth, distinct from both Chery's existing lineup and JLR's modern luxury 'House of Brands'.