The joint venture between Chery Automobile and Jaguar Land Rover has announced the revival of the Freelander marque, outlining plans to position it as a new independent brand focused on China’s luxury electric vehicle market.
At a launch event in Shanghai, the partners said Freelander will introduce six new electric models over the next five years, with a cadence of one vehicle every six months. The first model is expected to debut in China in the second half of 2026.
To support the expansion, the joint venture will invest an additional 3 billion yuan ($436 million) into its Changshu manufacturing facility in Jiangsu province, upgrading production lines to accommodate the new models. Freelander’s global headquarters has been established in Shanghai.
The brand will collaborate with Huawei, CATL and Qualcomm on technology development. The first model will feature Huawei’s Qiankun ADS driver-assistance system and an 896-channel LiDAR setup, while CATL will supply batteries capable of up to 6C ultra-fast charging. It will also be equipped with Qualcomm’s Snapdragon 8397 automotive chip.
Freelander also unveiled its first concept vehicle, Concept 97, co-developed by teams in China and the United Kingdom. The SUV retains the brand’s traditional boxy design language and is built on the new iMax platform, which supports both battery-electric and range-extended powertrains.
Wen Fei, global CEO of Freelander and deputy president of Chery Jaguar Land Rover, said the brand is targeting long-term global competitiveness. “Freelander will utilize a completely new architecture to build a brand new marque geared toward global competition over the next five to 10 years,” he said.
The business model will include a franchising approach aimed at transforming traditional dealerships into asset-light service providers. The company said it has already signed agreements for more than 60 stores across 50 cities in China and aims to reach 100 locations nationwide by 2026.
The Freelander name dates back to 1997, when it became one of Europe’s best-selling SUVs and was associated with Land Rover. The revival marks a shift toward electrification as the joint venture seeks to compete in China’s fast-growing premium EV segment.
