Confirmation of the New Freelander SUV
Jaguar Land Rover has officially announced that a completely new Freelander SUV, developed specifically for the Chinese market, will debut in the coming months. This model will become the first representative of the separate Freelander brand, which was created as part of a joint venture with the Chinese company Chery.
Revival of the Name and Technology
Information about the revival of the compact off-roader first appeared in mid-2024, when the British automaker announced its production in cooperation with Chery. The new model will be built on the existing T1X platform from Chery, which is used in cars such as Jaecoo, Omoda, and other models of the brand. Although electric SUVs have dominated the Chinese market in recent years, the debut version of the Freelander is expected to be a plug-in hybrid.
According to JLR China President Qing Pan, the new model “will recreate the original spirit of the Freelander but update it to appeal to demanding and technologically advanced Chinese consumers.”
Design and Production
It is still too early to talk about the exact appearance of the new Freelander. As previously reported, it will become a sub-brand in the Land Rover portfolio, and its visual identity will be worked on by design studios from both Chery and JLR. If the British brand wants the model to look like a true Land Rover, it should be given an obvious resemblance to existing models. Alternatively, if a path similar to AUDI in China is chosen, the design may differ significantly from JLR models for Western markets.
Production of the new Freelander will be carried out at the Chery Jaguar Land Rover plant in Changshu. Currently, this site produces the Land Rover Discovery Sport and Range Rover Evoque, but production of these models will cease by the end of this year.
Future of the Brand
JLR noted that the new Freelander will be sold “initially” in China, indicating the possibility of its further expansion to other markets. In addition, the model will be available through a network of specialized dealerships managed by Chery.
The original Freelander was introduced by Land Rover back in 1997, and the second generation appeared in 2006 and was produced until 2015. The successor could become extremely important for the brand, especially considering current trends.
JLR Production Recovery
In addition to confirming work on the new Freelander, JLR reported that its production capacity has returned to pre-cyberattack levels, which paralyzed operations for several weeks. However, the company’s revenue for the second quarter fell by 24 percent to £4.9 billion, and for the first half of the year, it decreased by 16 percent to £11.5 billion.
The return of the Freelander as a separate brand for China reflects JLR’s strategy of adapting to local market conditions, where demand for environmentally friendly and technological solutions continues to grow. The use of the Chery platform allows for cost reduction and faster time-to-market, which is key in the competitive SUV segment. The history of the Freelander, which began almost three decades ago, is now getting a new lease on life, and the success of this initiative could influence the brand’s future decisions regarding global expansion.