Freelander brand to be revived through JLR and Chery partnership

Jaguar Land Rover (JLR) and Chery have announced the revival of the Freelander name, transitioning it from a specific model into an independent brand. Under this partnership, JLR will provide the brand name and design heritage, while Chery will supply the manufacturing infrastructure and electrified powertrain technology.

The first major model, the Freelander 8, is intended for a global rollout. The expansion strategy begins in the United Arab Emirates, followed by the Middle East and North Africa. Subsequent phases will target Australia and New Zealand, with a final wave introducing the brand to the United Kingdom and Europe.

Technologically, the new Freelander will differ significantly from its predecessor. Reports indicate the platform will utilize an 800-volt electric system, supporting battery electric, range-extended, and plug-in hybrid drivetrains. The project represents a strategic fusion of European brand heritage and Chinese technological development to compete in the evolving global automotive market.