Chery-built Jaguar Land Rover to unveil first Freelander model on March 31
Chery-built Jaguar Land Rover has officially announced that the first model under its newly established Freelander electrified brand will make its global debut on March 31. This launch marks a “2.0 era” for the joint venture, introducing an independent NEV brand. This car was spotted in camouflage last month, and it was first announced this January.
The Freelander brand is positioned as a “global intelligent electric brand,” distinct from both Jaguar Land Rover’s existing luxury families and Chery’s current product lines. Its core mission is to fuse Chery’s NEV technologies with Jaguar Land Rover’s luxury heritage and off-road capabilities. The name “Freelander” itself carries a rich legacy, having been a highly successful Land Rover model from 1997, celebrated for its “4×4 all-terrain capability, urban versatility, and a lot of fun,” which led it to become Europe’s top-selling SUV for five consecutive years.
The inaugural Freelander model is slated to be a large 6-seater plug-in hybrid SUV. Teaser images reveal a robust, square-jawed design, echoing the original Freelander’s rugged aesthetic and drawing comparisons to a “Chinese mini-Defender.” Its front fascia will feature rectangular headlights with pixelated LED light sources.
Under the hood, the SUV is expected to utilize a plug-in hybrid powertrain, potentially combining a 1.5T engine with a triple-motor setup. Built on Chery’s E0X pure electric platform, this mid-size SUV is set to integrate top-tier technology from leading suppliers. It is anticipated to feature the latest generation Huawei Qiankun intelligent driving system, CATL power batteries, and the newest Qualcomm Snapdragon chip. Future iterations are also expected to offer extended-range and pure electric variants.
To support its global ambitions, Freelander has established a comprehensive operational footprint, including a “Shanghai Global Headquarters, UK Gaydon Design Center, Shanghai Design Center, Suzhou Research Institute, and Changshu Intelligent Manufacturing Base.” Chery Jaguar Land Rover has invested 3 billion yuan (415 million USD) into upgrading its factory with intelligent NEV production lines, and the Freelander brand secured its NEV production qualification late last year.
In terms of market presence, the brand has already signed agreements for over 60 dealerships across 50 cities nationwide. Its first global brand experience centre is reportedly set to open in Suzhou Center.
