An iconic off-road nameplate is making its return, but not under its traditional brand identity. The Freelander is being relaunched by Jaguar Land Rover (JLR) and Chery, this time as an autonomous brand dedicated to electrified SUVs, rather than a conventional Land Rover model.
Instead of being integrated into the Land Rover family, the new Freelander will function as its own sub-brand. This initiative is part of a wider strategy to capture the rapidly expanding electric vehicle market, particularly in China, while also laying the groundwork for potential global expansion.
The initial preview comes in the form of a concept named Concept 97, which reveals a rugged SUV boasting classic, boxy proportions reminiscent of the original model. Although the concept vehicle incorporates some futuristic elements, its fundamental design language is expected to be carried over largely unchanged into production.
This endeavor is far from a one-off. The plan is ambitious: to introduce up to six new models within the next five years, utilizing swift development cycles to keep pace with China’s fiercely competitive EV market. Production will be based in China, with the first model anticipated to launch there imminently. Nevertheless, both collaborating companies have already suggested international ambitions, including potential sales in Europe, depending on market demand.