New Delhi: Jaguar Land Rover (JLR) is bringing back the Freelander name, but in a completely new form. This time, it will be used for a new range of electrified SUVs being developed with Chinese carmaker Chery. The first model under this revived name is expected to be revealed on March 31.
The upcoming Freelander range will be built under the existing JLR–Chery joint venture and will go on sale in China first. According to JLR China president Qing Pan, there is a possibility that these models could later enter global markets as well.
Separate positioning from JLR portfolio
The new Freelander line-up will not be part of JLR’s main luxury portfolio. It will sit outside the company’s ‘House of Brands’ strategy, which includes Jaguar, Defender, Discovery and Range Rover as separate identities. Instead, Freelander will be treated as a standalone product line targeting a different segment.
Previous Freelander
Sales will also follow a different approach. Unlike other JLR products, these SUVs will be sold through Chery’s dealership network in China. Production will take place at the Chery-JLR joint venture facility.
As reported by Autocar UK, the new models are likely to replace locally built versions of the Discovery Sport and Range Rover Evoque, both of which are expected to be phased out in China later this year.
Platform, powertrain and design direction
The upcoming Freelander SUVs will be based on a platform developed by Chery. Reports suggest this could be the T1X architecture, which is already used in some Chery models. The first vehicle is expected to feature a plug-in hybrid setup.
In terms of design, the SUV is likely to combine a traditional SUV stance with a slightly coupe-like shape. Early preview images hint at a new front lighting design. While Chery is handling the technical side, JLR is contributing to the styling and positioning.
The brand wants to retain some connection to the original Freelander while making it more modern and suited to current buyers. The earlier Freelander, first introduced in 1997, was discontinued in 2015 and replaced by the Discovery Sport. Now, after nearly a decade, the name is making a comeback with a focus on electrification.