Jaguar Land Rover Reinvents Freelander as Electric Vehicle Brand for Chinese Market

Jun 19, 2024 10:36 PM EDT

LAND ROVER PARKED ON ROOFTOP PARKING LOT — (Photo : PEXELS/ERIK MCLEAN )

Jaguar Land Rover recently disclosed their intention to bring the Freelander brand back to life using a fresh approach that would focus on a variety of electric vehicle. After a significant hiatus, the renowned British automaker is preparing to relaunch Freelander model as an electric variant tailored specifically for the dynamic Chinese automotive market.

Relaunching: Freelander by Jaguar Land Rover

Freelander will be back to life like a Phoenix from its demise. Jaguar Land Rover stopped producing the Freelander ten years ago. Now, a comeback is on the table.

But this time Freelander will be reinvented and scheduled for relaunch initially in Chinese market. This move shows Jaguar Land Rover's effort in enhancing profitability and adaptability in the ever-changing world of car manufacturing.

According to DriveSpark, Jaguar Land Rover and Chery Automobile Co. have partnered strategically to purchase the Freel brand license and further the advancement of advanced electric cars (EVs).

Through their joint enterprise, CJLR, the partnership will capitalize on Chery's advanced manufacturing capabilities and technological expertise to bring forth a new era of electric mobility.

The upcoming Freelander model is slated for production in Changshu, debuting first in the Chinese market before expanding its reach globally in subsequent phases. In the competitive landscape of China's automotive industry, homegrown brands such as BYD Co. and Great Wall Motor Co. have taken the lead in offering high-tech electric and hybrid models tailored for outdoor enthusiasts.

Ultimately, the goal is to introduce the Freelander electric vehicles worldwide, providing a diverse selection of EV options for consumers internationally.

Electrek recently reported on the upcoming expansion of the partnership between Jaguar Land Rover and Chery through their joint venture, CJLR, heralding a new phase of growth and development.

JLR's CEO, Adrian Mardell, expressed optimism about the prospective success of this fresh collaboration, emphasizing that the incorporation of the iconic Freelander brand signals a promising and thrilling trajectory for CJLR.

Per the proposed arrangement, CJLR is set to manufacture electric vehicles under the Freelander nameplate using Chery's platform as a foundation. These forthcoming Freelander EVs will be positioned as a distinct entity separate from both Chery and JLR's current brand offerings.

Production of the new Freelander electric vehicles will take place at CJLR's production facility in Changshu. While the initial market focus will be on China, the strategic vision includes eventual global distribution for this new EV brand.

What Would It Be Like

NewsBytes recently covered the collaboration between JLR and its Chinese partner, Chery, highlighting Chery's role in the production of the upcoming Freelander series. This new sub-brand will encompass a variety of models tailored to meet diverse consumer needs. With a well-established 12-year partnership, Chery has notably contributed to the manufacturing of renowned models like the Land Rover Discovery Sport and Range Rover Evoque, setting the stage for this strategic venture into bespoke EVs by JLR and Chery.

The focus of these cars will be on the mainstream market, with meticulous design and engineering aimed at meeting the demands of a broad audience. While specific details regarding targeted markets and launch schedules remain undisclosed by JLR, the company envisions a gradual expansion of these new electric vehicles to global destinations in the foreseeable future.