JLR and Chery team up to launch Freelander electric vehicles in China
Photo courtesy of Jaguar Land Rover (JLR)

JLR and Chery team up to launch Freelander electric vehicles in China

In a significant move to advance the electrification of the automotive market in China, Jaguar Land Rover (JLR) and Chery Automobile Co., Ltd. have announced a new collaboration. The two companies have signed a Letter of Intent to license the Freelander brand to their joint venture, Chery Jaguar Land Rover Automotive Co., Ltd. (CJLR). This agreement aims to revitalise the Freelander name by creating a new portfolio of electric vehicles (EVs) based on Chery’s advanced EV architecture.

The Freelander brand, which was originally a Land Rover vehicle produced between 1997 and 2015, will be reborn as a line of electric vehicles. This new portfolio will be manufactured in CJLR’s state-of-the-art facility in Changshu and marketed exclusively in China through a distinct retailer network, with plans for global export over time.

The partnership leverages Chery’s robust position in the Chinese automotive market and JLR’s heritage and design prowess. This synergy is expected to create innovative EV solutions tailored for the world’s largest and fastest-growing electric vehicle market.

Adrian Mardell, chief executive officer of JLR, emphasised the importance of this strategic move, stating, “Today we are taking this important step to underline our commitment to China. By working together to develop new models of collaboration for the EV market, combined with the appeal of the Freelander brand, we promise an exciting future for CJLR.”

Yin Tongyue, chairman of Chery Group, added, “This innovative collaboration model blends Chery’s advanced EV technology with the distinctive appeal of the Freelander brand. It will provide consumers in China and globally with a unique electric vehicle experience.”

Future outlook

The new Freelander EVs will be developed with input from both Chery and JLR’s creative teams, aiming to position these vehicles strongly in China’s rapidly growing new energy vehicle (NEV) market. The initial production and sales focus will be on the Chinese market, with plans for future global distribution.

This collaboration represents a new chapter for CJLR, highlighting the joint venture’s ability to adapt and innovate in response to the evolving automotive landscape. The initiative underscores both companies’ dedication to sustainability and their strategic efforts to lead in the global shift towards electrification.