British automotive giant Jaguar Land Rover (JLR) has announced the revival of its Freelander brand for a new line of electric cars, set to be produced in collaboration with its Chinese partner Chery. The vehicles, which will initially be built and sold in China, mark a significant strategic move for JLR in the rapidly growing electric vehicle market.
The new Freelander models will be based on Chery’s E0X platform, although JLR has not explicitly mentioned this in its official statement. According to recent reports, the E0X platform will be utilized for JLR’s electric cars, while the M3X platform is earmarked for future plug-in hybrids.
The decision to resurrect the Freelander name, which was last used in 2015, is part of JLR’s broader strategy to elevate iconic model names like Defender and Discovery to brand status. This move aligns with the company’s ‘House of Brands’ strategy, where Land Rover is no longer used as the official brand name.
The electric Freelander models will be manufactured in Changshu, China, as part of the 50:50 joint venture CJLR (Chery-JLR). These vehicles are intended for sale under the Freelander brand in China initially, with plans for global export in the future.
“Marking the beginning of a new strategic phase for CJLR, Freelander will become a brand reborn under license from JLR as part of a new value creation system independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands,” announced JLR.
JLR CEO Adrian Mardell expressed optimism about the collaboration, stating, “Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China.”
Yin Tongyue, CEO of Chery Group, highlighted the innovative nature of the collaboration, stating, “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.”