Freelander reborn: Chery and Jaguar Land Rover launch global NEV brand, unveil first concept model
Freelander, an independent luxury new energy technology brand born from a deep collaboration between Chery and Jaguar Land Rover, made its global debut tonight. The brand, which officially became independent in June 2024, represents a new cooperation model, blending traditional luxury automotive heritage with local new energy vehicle (NEV) technologies. Its first model is slated for launch in the second half of this year.
The Freelander brand will be operating independently from Jaguar Land Rover’s existing four brand families (Range Rover, Defender, Discovery, and Jaguar) and Chery’s current product lines.
Freelander’s global headquarters is established in Shanghai, complemented by a comprehensive global layout that includes the UK Gaydon Design Centre, a Shanghai Design Centre, a Suzhou Research Institute, and a Changshu Intelligent Manufacturing Base. All products will be designed jointly by Jaguar Land Rover’s UK Gaydon Global Design Centre and the local Shanghai design team.
The brand secured its NEV production qualification by the end of 2025, confirming its capability for large-scale manufacturing. The first Freelander model is scheduled to commence production at the Changshu factory by the end of 2026.
Following its China debut in the latter half of this year, the Freelander brand plans a rapid global rollout. New products are slated for release every six months, with a total of six new vehicles expected within the next five years.
Freelander introduces an all-new platform designed to cover a full range of SUV products. This architecture supports pure electric, plug-in hybrid, and range-extended powertrains. The brand will launch an 800V high-voltage range-extended platform.
The inaugural Freelander model will showcase a suite of advanced technologies:
- Intelligent driving: In cooperation with Huawei, the first model will feature the latest generation Huawei Qiankun intelligent driving system. It will be equipped with advanced driver-assistance hardware, including an 896-line dual-optical path image-level LiDAR.
- All-terrain capability: The brand introduces the world’s first i-ATS intelligent all-terrain system. Coupled with pre-emptive shock absorbers and three differential locks, the system intelligently adapts to various all-terrain conditions.
- High-performance chip: Freelander vehicles will be among the first globally to be powered by the Qualcomm Snapdragon 8397 chip, Qualcomm’s latest automotive-grade processor.
- Battery technology: Developed in collaboration with CATL, the world’s first all-terrain specific “Freevoy Range-Extended Hybrid Battery” will debut in the new model. This battery boasts 6C supercharging capabilities, achieving a charging power of up to 360kW. Designed for demanding off-road use, it features dedicated underbody protection and an FD polymer coating to enhance impact strength. The battery also incorporates second-generation non-thermal propagation technology and third-generation CTP (Cell-to-Pack) technology for enhanced safety and cooling performance.
Concept97: The vision for the first model
The Freelander brand’s first model, the Concept97 concept car, is built on Chery’s self-developed T1X architecture, a global platform known for its flexibility and scalability across various SUV wheelbases.
Designed under the guidance of Jaguar Land Rover’s Chief Creative Officer, Gerry McGovern, the Concept97 is to inherit the DNA of the original Freelander while presenting a more youthful and dynamic aesthetic. It features a classic “boxy” rugged silhouette, square headlamp clusters, and a prominent “Freelander” brand emblem on the front, echoing the design language of the Defender series. The rear design also features the brand logo.
Positioned as a mid-to-large six-seater SUV, the Concept97 boasts a length exceeding 5,100 mm and a wheelbase greater than 3,000 mm. Its 2+2+2 seating configuration includes a second-row right seat with a zero-gravity mode for ultimate comfort.
The Concept97 is powered by the Qualcomm Snapdragon 8397 flagship chip. It features a dual-screen layout with a floating central display and a remote screen. There’s also a three-spoke steering wheel, electronic column shifter, and dual wireless charging pads in the central console.
The Freelander story
The “Freelander” name carries a rich history within the Land Rover brand. Launched in 1997 as Land Rover’s first unibody SUV, the original Freelander pioneered the compact luxury SUV segment, becoming Europe’s best-selling SUV for five consecutive years. After evolving through the Freelander 2 and subsequent rebranding as “Discovery Sport,” the Freelander series was officially discontinued around 2014-2015.
In a strategic move in June 2024, Jaguar Land Rover and Chery Automobile signed a strategic cooperation agreement, authorising Chery Jaguar Land Rover to utilise the “Freelander” brand for the production of pure electric vehicles. This marked the elevation of Freelander from a classic model to an independent NEV brand. By December 2024, the Chery-JLR Changshu factory had already committed a 3 billion yuan (434 million USD) investment for electrification upgrades in preparation for Freelander NEV production.
