Freelander nameplate to make a comeback in China as an electric vehicle
Jaguar Land Rover (JLR), the luxury car brand owned by Tata Motors, is set to reintroduce its Freelander model as an electric vehicle in China. This revival comes through a strategic licensing agreement with its Chinese joint venture with Chery Automobile, aiming to tap into the rapidly expanding Chinese luxury electric vehicle market.
The Freelander, originally a Land Rover model produced from 1997 until 2015 before being replaced by the Discovery Sport in 2016, will now be reborn as an electric vehicle. Under the new licensing agreement, the CJLR Joint Venture, formed by JLR and Chery, will manufacture an advanced lineup of EVs based on Chery’s electric vehicle architecture, marketed exclusively under the Freelander name.
JLR stated that the new Freelander portfolio would offer a range of “mainstream” electric vehicles. Initially, these vehicles will be sold in China, with plans for future export to global markets. The collaboration will leverage Chery’s significant market presence in China and JLR’s renowned heritage and design expertise.
The manufacturing of the new Freelander EVs will take place at CJLR’s existing facility in Changshu. According to JLR, this initiative represents a complementary growth strategy, operating independently from JLR’s modern luxury House of Brands and Chery’s existing product lineup.
JLR has developed three vehicle architectures: the Modular Longitudinal Architecture (MLA) for internal combustion engine, plug-in hybrid electric vehicle and battery electric vehicle models, the Electrified Modular Architecture (EMA) and the Jaguar Electrified Architecture (JEA), both dedicated solely to BEVs.
Adrian Mardell, JLR CEO, expressed optimism about the collaboration, stating, “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.”
This move is expected to bolster JLR’s presence in China’s EV market, which has been experiencing rapid growth, particularly in the premium segment. In an investor presentation, JLR highlighted steady growth in China over the past six years, noting that FY24 marked a historical high for its import business.
The decision to revive the Freelander as an electric vehicle aligns with JLR’s broader strategy to expand its footprint in the global EV market, leveraging its historical brand strength while partnering with local leaders like Chery to navigate the competitive Chinese landscape.
