JLR and Chery announce strategic collaboration to launch Electric Freelander Brand in China

The Freelander portfolio represents complementary growth, which is independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands.

Jaguar Land Rover (JLR) (a wholly owned subsidiary of Tata Motors) is bringing back its Freelander after discontinuing it for almost a decade. JLR is reintroducing the Freelander in China’s market, partnering with Chery to bring electrification. The collaboration aims to enhance CJLR’s product portfolio in China’s auto market.

Jaguar Land Rover and Chery Automobile Company have signed Letter of Intent to strengthen its 12-year-old collaboration. Under the proposed new licensing agreement, Chery, who already has its strong presence in China will bring its technology and product development, while JLR will bring its design and brand development. This JV will manufacture an advanced portfolio of EVs based on Chery’s EV architecture, exclusively under the Freelander name. 

Adrian Mardell, JLR’s Chief Executive Officer said: “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.”

Yin Tongyue, Chairman of Chery Group, commented, “Chery and JLR are forging an innovative collaboration model that epitomises our growth path for the future. 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.”

JLR’s Freelander brand was a Land Rover vehicle which was successfully produced between 1997 – 2015. It was succeeded by the Discovery Sport in 2016. In reborn CJLR form, Freelander will offer a range of mainstream electric vehicles, initially sold in China through a distinct network but over time destined for global export.

The vehicles will be designed in collaboration with both Chery and JLR’s Creative teams to create a new positioning in the rapidly growing China mainstream New Energy Vehicle (NEV) market. The products will be built at CJLR’s existing manufacturing facility in Changshu.