Source: Freelander

Jaguar Land Rover and Chery Automobile officially launched the Freelander brand in Shanghai on March 31, 2026, reviving a name dormant since 2015 as a standalone new energy vehicle company targeting off-road buyers worldwide.

The brand emerges from the long-running joint venture between JLR — owned by Tata Motors (NSE: TATAMOTORS) — and private Chinese automaker Chery, which formally gained independence in June 2024. Rather than a sub-brand within Land Rover's lineup alongside Range Rover, Defender, and Discovery, Freelander now operates as a fully autonomous entity with its own product roadmap, distribution network, and CEO.

Source: Freelander

The launch event centred on the Freelander 97 Concept, named for the year of the original Land Rover Freelander's debut. The show car previews what is expected to be a near-production mid-to-large six-seat SUV stretching more than 5,100 mm in length on a wheelbase exceeding 3,000 mm. Its distinctive diagonal C-pillar references the original short-wheelbase model's removable hardtop, connecting modern engineering ambitions to a recognisable 1990s silhouette.

CEO Wei Lan framed the brand's intent directly: "We are not exporting a Chinese car to the world, but we are building a world car, for the world, from the very beginning."

The first production model, developed internally under the E0V designation, rides on Chery's E0X next-generation modular platform, which accommodates 800V electrical architecture and supports battery-electric (BEV), extended-range electric (EREV), and plug-in hybrid (PHEV) powertrains.

Source: Freelander

In tri-motor configuration, peak system output reaches 413 kW (554 hp). The EREV variant uses a 1.5-litre turbocharged engine as a range extender, and the platform's architecture achieves an energy consumption figure of 12 kWh/100 km.

The battery system was co-developed with CATL and branded the "Freevoy Range-Extended Hybrid Battery." It supports 6C supercharging with a peak charging power of 360 kW and includes dedicated underbody armour along with an FD polymer coating, targeting durability in sustained off-road use. Freelander will also be among the first global automotive brands to deploy Qualcomm's Snapdragon 8397 automotive processor across its model range.

Source: Freelander

The Changshu factory — operated by the Chery Jaguar Land Rover joint venture in Jiangsu province — completed its final combustion-powered Range Rover Evoque on the same day as the brand launch. The facility, which previously assembled the Evoque and the Land Rover Discovery Sport, now pivots exclusively to Freelander production, backed by a confirmed CNY 3 billion (c. $434 million) investment covering multiple forthcoming models.

Production of the first vehicle is scheduled to begin by the end of 2026, with the brand having already secured agreements for more than 60 dealerships across 50 Chinese cities.

Freelander has set a cadence of one new model every six months, with six vehicles planned over the next five years. Pricing in China is expected to position the brand within the CNY 250,000–450,000 (c. $36,200–$65,100) range, with the first model targeting around CNY 400,000 (c. $57,900), putting it in direct competition with three-row electric SUVs from AITO, Li Auto and NIO.

Source: Freelander

Global expansion is already in motion. The Middle East has been confirmed as Freelander's first international market, with sales planned for 2026. Europe and other major markets are in development, with Wei Lan confirming that each variant will be calibrated specifically for its destination rather than adapted from the China-market specification.

Whether Freelander reaches the UK and European Union without friction remains an open question. A Chinese-built premium off-roader priced below JLR's own upcoming models on its Electric Modular Architecture platform could present an internal competitive tension that will test how two very different automotive cultures manage a shared name.

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