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Chery
Mar 31, 2026 4:12 PM CEST
Liu Miao
4
Freelander's first concept model, the Concept97. Credit: Chery-JLR
Freelander, an independent luxury new energy technology brand born from a deep collaboration between Chery and Jaguar Land Rover, made its global debut tonight. The brand, which officially became independent in June 2024, represents a new cooperation model, blending traditional luxury automotive heritage with local new energy vehicle (NEV) technologies. Its first model is slated for launch in the second half of this year.
The Freelander brand will be operating independently from Jaguar Land Rover’s existing four brand families (Range Rover, Defender, Discovery, and Jaguar) and Chery’s current product lines.
Freelander’s global headquarters is established in Shanghai, complemented by a comprehensive global layout that includes the UK Gaydon Design Centre, a Shanghai Design Centre, a Suzhou Research Institute, and a Changshu Intelligent Manufacturing Base. All products will be designed jointly by Jaguar Land Rover’s UK Gaydon Global Design Centre and the local Shanghai design team.
Freelander reborn: Chery and Jaguar Land Rover launch global NEV brand, unveil first concept model
4 min to readMar 31, 2026 4:12 PM CEST
Liu Miao
4
Freelander's first concept model, the Concept97. Credit: Chery-JLR
Understand China EV’s Market
Become a memberFreelander, an independent luxury new energy technology brand born from a deep collaboration between Chery and Jaguar Land Rover, made its global debut tonight. The brand, which officially became independent in June 2024, represents a new cooperation model, blending traditional luxury automotive heritage with local new energy vehicle (NEV) technologies. Its first model is slated for launch in the second half of this year.
The Freelander brand will be operating independently from Jaguar Land Rover’s existing four brand families (Range Rover, Defender, Discovery, and Jaguar) and Chery’s current product lines.
Freelander’s global headquarters is established in Shanghai, complemented by a comprehensive global layout that includes the UK Gaydon Design Centre, a Shanghai Design Centre, a Suzhou Research Institute, and a Changshu Intelligent Manufacturing Base. All products will be designed jointly by Jaguar Land Rover’s UK Gaydon Global Design Centre and the local Shanghai design team.
