The Freelander name is coming back. Just not quite how anyone expected.
British marque Jaguar Land Rover and Chinese carmaker Chery are set to pull the wraps off the reborn Freelander brand at a global launch event in Shanghai on 31 March, and the first car is a proper statement of collaborative intent.
Not exactly what we expected, because as part of the JLR and Chery existing joint venture extended in 2024, the Freelander nameplate is being revived, but not as a traditional Land Rover model. This means the Freelander nameplate will become a new standalone car brand with its own vehicle lineup, sitting outside JLR’s brand framework that covers Range Rover, Defender, Discovery and Jaguar.
As teased on Jaguar Land Rover Chery’s Weibo social media, the Freelander products will feature a range of all-new tech-forward EVs designed strictly for the Chinese market, all without the Land Rover badge. If things go according to plan, the Middle East could be the next market these will be offered to.
What makes this partnership worth watching is the logic behind it. JLR still has faith in the iconic name, and Chery brings the platform technology and manufacturing muscle to make it viable. Sharing costs and development risk on a standalone brand is a pragmatic move from two companies that both have something to prove in China right now.
The Freelander nameplate ran for 17 years, from 1997 to 2015, before being replaced by the Discovery Sport. Now, rather than coming back as a traditional Land Rover 4×4 model, the Freelander name is being reborn as an entirely standalone electrified brand.
The teaser doesn’t reveal much, but upon closer inspection, we can see LED daytime running lights and a silhouette that resembles the current Defender. Reports state that the teased Freelander is expected to be a large, tech-infested SUV built on Chery’s advanced modular platform. Also, it could borrow massively from the Defender and will likely have both PHEV and fully electric powertrains, exactly what the Chinese market demands right now.
As for South Africa, there’s no local confirmation yet, and given that right-hand-drive homologation and our market’s specific import requirements add complexity to any new entrant, don’t expect a quick answer on that front. But the Middle East push at least signals that Freelander has genuine global ambitions beyond China.
A Chery-built, JLR-badged electric SUV bringing back one of off-roading’s most recognisable names is either a smart move or a bit of a stretch, but we’ll know which on 31 March.
