The Freelander Is Back, But Not Quite How You Remember It originally appeared on Autoblog.
The Freelander name is returning, but not as a Land Rover. Jaguar Land Rover (JLR) and its Chinese partner of 12 years, Chery, are reviving the badge as a standalone electric vehicle brand under their CJLR joint venture. The idea is to combine Chery's strength in the Chinese market with JLR's design expertise and iconic British heritage. Initially focused on China, the new Freelander brand is expected to go global in the years ahead.
Made In China, Designed By The British
CheryThe Freelander lineup will be made up of electric vehicles built on Chery’s existing EV architecture, with production taking place at CJLR’s facility in Changshu. In an interview with Autocar, JLR China boss Qing Pan explained that the first model will be built on a "flexible" in-house platform and styled by JLR’s design team. The debut model, set to arrive in late 2026, will be a midsize plug-in hybrid SUV with a coupe-like silhouette. It will use Chery’s T1X platform, the same one found in Omoda and Jaecoo models. JLR CEO Adrian Mardell called the move an "important strategic step” that reaffirms the company’s commitment to the Chinese market.
A New Brand For The Entire World
Jaguar Land RoverFreelander will operate independently from JLR and be sold by Chery-run dealerships. Though the launch is focused on China, the long-term goal includes global exports. If CJLR were to release Freelander across the globe from the get-go, it might steal too many sales from their upcoming luxury EVs like the electric successors to the Evoque. Chery Group Chairman Yin Tongyue described the partnership as "an innovative collaboration model that epitomizes our growth path for the future."
A Familiar Name With a Bold New Mission
Land RoverThe original Land Rover Freelander was a compact, somewhat off-road-capable luxury vehicle that emerged in the 1990s. Now, the name returns not as a model, but as a brand built from the ground up by two global players. The name returns with an entirely different ethos: building great bang-for-your-buck electrified SUVs for the entire world. Admittedly, it’s not the Freelander you remember, but let’s hope it avoids the same brand identity crisis that hit the Mustang Mach-E.
The Freelander Is Back, But Not Quite How You Remember It first appeared on Autoblog on Jul 12, 2025
This story was originally reported by Autoblog on Jul 12, 2025, where it first appeared.
The Freelander's return packs a nostalgic punch, yet it wears its heritage differently – an evolution in form and capabilities that honors tradition while pushing boundaries.
The Freelander re-enters the scene, bearing a fresh layout and technology beyond what was previously anticipated—a bold new look at an old classic.
The new Freelander redefines the classic, seamlessly blending modernity's sophistication with a respectful nod to its heritage designs – changing slightly but not forgetting what made it beloved in just about every way you remember.
