The automotive landscape is witnessing a significant transformation as the iconic Freelander badge is poised for a grand return, not as a direct descendant of its Land Rover lineage, but as an innovative, independent electric vehicle brand. This resurgence is the fruit of a strategic collaboration between Jaguar Land Rover (JLR) and its long-standing Chinese partner, Chery, under their joint venture, CJLR. The ambitious undertaking seeks to fuse Chery's profound market penetration in China with JLR's distinguished design philosophy and rich British heritage. While the initial focus is squarely on the robust Chinese market, there are clear intentions to broaden the new Freelander brand's reach to a global audience in the coming years.

At the heart of this venture, the new Freelander models will be constructed upon Chery's established electric vehicle architecture, with manufacturing operations centralized at the CJLR facility in Changshu. According to JLR China boss Qing Pan, the inaugural vehicle, slated for a late 2026 debut, will be a midsize plug-in hybrid SUV featuring a distinctive coupe-like profile. This vehicle will utilize Chery's adaptable T1X platform, a foundation shared with models such as Omoda and Jaecoo. This strategic move is seen by JLR CEO Adrian Mardell as a crucial step, underscoring the company's renewed commitment and dedication to the dynamic Chinese market.

The reimagined Freelander will operate as an entity distinct from JLR, with its sales managed through Chery-affiliated dealerships. Although the brand's launch is concentrated in China, the broader vision includes an eventual push into international markets. This phased rollout is a calculated strategy, aimed at preventing any potential market overlap or competition with JLR's forthcoming premium electric vehicles, such as the electric successors to the Evoque. Chery Group Chairman Yin Tongyue lauded this partnership as a pioneering collaboration model, emblematic of a forward-thinking growth trajectory for the future of both companies. This bold revival aims to offer value-driven electrified SUVs globally, marking a fresh chapter for a familiar name, and aspiring to carve out a unique identity distinct from previous models that faced brand perception challenges.