JLR’s Freelander Makes a Comeback As An EV For China’s Market

Jaguar Land Rover (JLR) is resurrecting its iconic Freelander nameplate as an electric vehicle (EV), aimed at challenging domestic rivals including BYD in China’s EV market. In regards to the Freelander, the model was originally produced from 1997 to 2015 before being succeeded by the Discovery Sport model.

JLR announced during JLR’s Investor Day 2024 that it has signed a letter of intent to license the Freelander brand to its joint venture with Chery Automotive, Chery Jaguar Land Rover (CJLR). The revived Freelander will be an independent EV brand separate from JLR’s existing model lineup.

Furthermore, CEO of JLR Adrian Mardell expressed excitement about the joint venture with Chery Automotive stating, “combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.”

Under the proposed agreement, the new Freelander EVs will be produced at CJLR’s plant in Changshu, China, initially targeting the Chinese market but with plans for global exports in the future. The models will be built on Chery’s EV platform, leveraging the Chinese automaker’s production capabilities and components.

Moreover, the move to revive the Freelander model as an EV is part of JLR’s broader strategy to establish a stronger presence in China’s rapidly growing EV market. Despite steady growth in the market over the past six years, JLR acknowledges the need to adapt to the market’s rapid shift towards EVs, driven by the success of domestic players including BYD, which has recorded sales of 146,395 EVs in May.

Notably, the Freelander EV’s revival is also expected to contribute to Tata Motors, the parent company of JLR, aiming to push for profitability in its EV business. Interestingly, Tata Motors recently unveiled plans to introduce its AVINYA EV lineup featuring a range of SUVs and MPVs through JLR’s EMA platform.

While specific details about the new Freelander EVs are not public, the move spotlights JLR’s dedication to adapting to the rapidly evolving EV industry, particularly in the crucial Chinese EV market. As Chinese automakers continue to push innovation onto their offerings for the EV market, JLR’s strategic response may elevate its position to effectively compete.

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