Jaguar Land Rover and Chery Group collaborate to revive the Freelander brand, launching a new line of SUVs in China and Europe, with a focus on electric powertrains and rugged 4x4 capability.
The iconic Land Rover badge is set to evolve into a standalone brand, with production commencing in China through a collaboration between Jaguar Land Rover (JLR) and the Chery Group. This strategic move signifies a significant shift in the automotive landscape, blending British heritage with Chinese manufacturing prowess. The revived Freelander brand aims to capture the essence of the original, promising to unite 4x4 SUV capability, urban versatility, and driving pleasure, as stated by Freelander ’s chief executive, Wei Lan. This initial model will be the first of many, with a new model or variant scheduled for release every six months over the next five years. The new Freelander will be available not only in China but will also expand to Europe, addressing a need for new Jaguar Land Rover products, especially more affordably-priced vehicles.
This development comes as JLR adapts to the evolving market dynamics and embraces partnerships to navigate challenges and opportunities in the electric vehicle (EV) sector. The Freelander brand hopes to benefit from JLR and Chery's combined expertise, leveraging JLR’s impressive vehicle dynamics team to ensure that these new cars are up to European standards in handling and steering. The model itself hints at design cues from the original Freelander, including inset and overlapping twin headlights and a distinctive sloped rear roof pillar. The rear doors, which are rear-hinged, a feature typically found on luxury vehicles, may not make it into production. The first model, confirmed to be a rugged 4x4, will support ultra-fast 800-volt charging, hinting at a fully electric powertrain. Production will take place at a joint JLR-Chery factory in Changshu, China, which previously manufactured the Range Rover Evoque. This move allows JLR to bet-hedge and address the growing demand for electric vehicles, while also opening the door to a broader customer base with more accessible pricing.
This partnership also reflects a broader trend of Chinese automotive companies making inroads into the European market, as seen with the expansion of Chinese made Lynk & Co cars in Europe. Volvo will take on the task of importing Lynk & Co cars in the European market. Both Volvo and Lynk & Co are owned by the Geely Group, sharing platforms and components. The collaboration between JLR and Chery on the Freelander project demonstrates a strategic approach to meet market demands, reduce risks, and leverage manufacturing advantages. This move is significant for JLR, positioning the brand to capitalize on the growing demand for electric SUVs in both China and Europe, and providing a more affordable product to the market. The success of the Freelander brand will depend on effective integration with the existing dealer network, meeting local taste preferences through re-engineering, and effectively marketing the new models to target audiences. This expansion strategy underscores the rapidly changing global automotive landscape, where collaborations and adaptations are crucial for sustained success and growth.
Freelander Jaguar Land Rover Chery Electric Vehicles China
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