Key Takeaways

• Chery and JLR will revive the Freelander nameplate as a new EV brand.
• The new Freelander brand will offer “mainstream electric vehicles” in China before the automaker expands to global markets.
• Freelander EVs will be produced at CJLR’s factory in Changshu, China.

Remember the Land Rover Freelander? Marketed in the United States as the LR2, the compact SUV was relegated to the history books after the Discovery Sport (facelifted last year) replaced it. But the nameplate is returning, with JLR licensing the Freelander brand to its Chinese automotive partner, Chery. The CJLR Joint Venture will see the development and production of new electric cars based on Chery’s EV architecture marketed under the Freelander name.

Last used in 2015, Freelander will become an entirely new brand separate from JLR’s and Chery’s current vehicle offerings. Initially, the Freelander brand will offer a line of “mainstream electric vehicles” sold in China before being imported to global markets.

Freelander Will Take On China Before Facing The World

Chery and JLR will collaborate to position the Freelander brand in the crowded Chinese market. The vehicles will be manufactured at the CJLR manufacturing plant in Changshu. Currently, this plant produces the Jaguar XFL, Jaguar E-Pace, Land Rover Discovery Sport, and Range Rover Evoque.

The Freelander will be kept separate from JLR (Jaguar and Land Rover), so we can still expect the British automaker to introduce its planned EVs, such as the Range Rover Electric. Jaguar is also poised to go all-electric by 2025; a battery-electric GT car will debut later this year. Chery and JLR have yet to share additional information on the new partnership, but we expect details to follow in the coming months.

“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. We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.”

– Adrian Mardell, JLR CEO

Freelander EVs Could Use Chery’s Advanced EV Platform

Chery is one of China’s biggest automotive exporters. The company has seen exceptional growth in the past decade, and the latest crop of Chery products is comparable to those of Western rivals. The automaker is also making strides with electrification. Yin Tongyue, Chairman of the Chery Group, said 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.”

There’s a possibility that the Freelander EVs will make use of Chery’s M3X platform, reports Car News China. The architecture can accommodate plug-in and battery-electric vehicles. Jaguar Land Rover will also use Chery’s M3X and E0X platforms (the latter is already used for the Luxeed EV) for its electric car range. If it’s good enough for high-end Land Rovers, Range Rovers, and Jaguars, then it is a possibility for the Freelander line of vehicles. It will be interesting to see if the Freelander brand will focus on crossovers and SUVs exclusively or diversify into other segments. Based on the use of the Freelander name, we’re guessing it’s the former.

Source:
Car News China