Freelander Reborn: Chery and Jaguar Land Rover Unveil New Global NEV Brand with Concept97 SUV

In a major development in the electric vehicle space, Chery and Jaguar Land Rover have jointly unveiled Freelander as a new global new energy vehicle (NEV) brand. This marks the revival of the iconic Freelander name, now transformed into an independent luxury technology-focused brand. The announcement highlights a new cooperation model that blends traditional luxury automotive expertise with modern NEV innovation.

A New Independent Global Brand

Freelander officially became an independent brand in June 2024 and will operate separately from Jaguar Land Rover’s existing lineup, which includes Range Rover, Defender, Discovery, and Jaguar. It will also remain distinct from Chery’s current product portfolio.

The brand has established its global headquarters in Shanghai, supported by a strong international presence. This includes the UK-based Gaydon Design Centre, a Shanghai Design Centre, a Suzhou Research Institute, and an Intelligent Manufacturing Base in Changshu. All Freelander vehicles will be jointly designed by Jaguar Land Rover’s UK team and local Chinese designers, ensuring a blend of global design language and local innovation.

Production Plans and Global Expansion

Freelander secured its NEV production qualification by the end of 2025, confirming its readiness for large-scale manufacturing. The first production model is expected to roll out from the Changshu facility by the end of 2026.

Following its debut in China later this year, the brand plans an aggressive global expansion strategy. New vehicles are expected to launch every six months, with a total of six models planned over the next five years.

Advanced Platform and Technology Vision

Freelander introduces a completely new platform designed to support a full range of SUV products. This flexible architecture will accommodate pure electric, plug-in hybrid, and range-extended powertrains. The brand will also debut an 800V high-voltage range-extended platform, highlighting its focus on cutting-edge EV technology.

The first model will feature advanced innovations across multiple areas. In collaboration with Huawei, it will include the latest Qiankun intelligent driving system along with high-end driver-assistance hardware such as an 896-line dual-optical LiDAR system.

Freelander is also introducing the world’s first i-ATS intelligent all-terrain system, combined with pre-emptive shock absorbers and three differential locks to adapt to various terrains.

High-Performance Hardware and Battery Innovation

The upcoming vehicles will be among the first globally to use the Qualcomm Snapdragon 8397 automotive-grade chip, offering enhanced processing power and performance.

Battery technology is another key highlight. Developed with CATL, the new “Freevoy Range-Extended Hybrid Battery” will debut with the first model. It supports 6C supercharging with up to 360kW charging power. Designed specifically for off-road conditions, the battery features underbody protection, FD polymer coating for improved impact resistance, second-generation non-thermal propagation technology, and third-generation Cell-to-Pack (CTP) technology for improved safety and cooling.

Concept97: Preview of the First Model

The brand’s first concept vehicle, the Concept97, provides a glimpse into the future of Freelander. Built on Chery’s T1X platform, it is designed to support multiple SUV configurations with flexibility and scalability.

Under the guidance of Jaguar Land Rover’s Chief Creative Officer Gerry McGovern, the Concept97 blends the original Freelander DNA with a more modern and dynamic design. It features a rugged, boxy silhouette, square headlamps, and prominent Freelander branding at the front and rear, drawing inspiration from the Defender design language.

Positioned as a mid-to-large SUV, the Concept97 measures over 5,100mm in length with a wheelbase exceeding 3,000mm. It offers a 2+2+2 seating layout, including a second-row right seat with a zero-gravity mode for enhanced comfort.

Interior and Features

Inside, the Concept97 is equipped with the Qualcomm Snapdragon 8397 chip and features a dual-screen layout, including a floating central display and an additional remote screen.

The cabin also includes a three-spoke steering wheel, an electronic column shifter, and dual wireless charging pads in the center console, reflecting a modern and tech-focused interior design.

The Legacy of Freelander

The Freelander name carries a strong legacy within the Land Rover family. Originally launched in 1997 as Land Rover’s first unibody SUV, it played a key role in shaping the compact luxury SUV segment. It was Europe’s best-selling SUV for five consecutive years.

After evolving through multiple generations, including Freelander 2 and later being rebranded as Discovery Sport, the lineup was discontinued around 2014-2015.

In June 2024, Jaguar Land Rover and Chery formalized a strategic partnership, allowing the use of the Freelander name for a new generation of electric vehicles. By December 2024, the Changshu factory had already committed a significant investment of 3 billion yuan for electrification upgrades.

Conclusion

The rebirth of Freelander as an independent NEV brand marks a significant shift in the global automotive landscape. With strong backing from Chery and Jaguar Land Rover, advanced technology, and a clear product roadmap, the brand is positioned to compete in the premium EV segment.

The Concept97 serves as a promising preview of what’s to come, combining heritage, innovation, and modern design. As Freelander prepares for its first launch and global expansion, it could emerge as a key player in the evolving new energy vehicle market.