Jaguar Land Rover (JLR) is set to revive it’s iconic Freelander as an electric SUV. This move marked a significant step of the Range Roger to compete with industry leaders like BYD in the world’s largest electric vehicle (EV) market. This strategic revival is part of JLR’s ambitious plans to rebrand and align with the industry’s shift toward electric mobility.
JLR has announced the reveal of the Freelander on Investor Day 2024. The Freelander is a beloved model of the brand produced from 1997 to 2015. Now it is making a comeback as an EV. This move comes after a decade of absence. The Freelander has been previously succeeded by the Discovery Sport in 2016. But the new Freelander EV aims to leverage the strong legacy of the brand while embracing the future of automotive technology.
JLR has signed a letter of intent to license the Freelander brand in China with Chery Automotive. This collaboration between Jaguar Land Rover and Chery (CJLR) signifies a new chapter for both companies and will expand the existing joint venture. Under the proposed agreement it is made that the CJLR will produce the Freelander EVs based on Chery’s advanced platform. These vehicles will be manufactured at CJLR’s state-of-the-art facility in Changshu. However the Freelander EVs will be independent from Chery and JLR’s existing brands.
On this development Adrian Mardell, CEO of JLR, expressed his excitement about the collaboration, stating, “This new collaboration, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.” Also the partnership aims to blend JLR’s premium brand appeal with Chery’s cutting-edge EV technology for setting the stage for a promising future.
Initially, the new Freelander EVs will be sold exclusively in China. However, JLR has ambitious plans to expand the brand globally over time. This move aligns with JLR’s broader strategy to capture a significant share of the rapidly growing premium EV market in China and beyond.
JLR’s entry into the electric SUV market with the Freelander EV is a direct challenge to other well known market leaders like BYD. The luxury segment in China is rapidly evolving. Companies like BYD are launching high-end new energy brands such as Yangwang. For example, the Yangwang U8 off-road SUV has started deliveries in December 2023 with the price tag of $150,000 (1,089,000 yuan) and has already made a significant impact. Also fit launched another EV – U9 electric sports car in February.
We all are seeing the rapid growth of the premium auto market in China, which is driven by rapid EV adoption. JLR is also positioning itself into the race to meet this demand with the Freelander EV. The recent surge in interest for the Range Rover Electric, JLR’s first EV, underscores the brand’s potential to compete in the luxury EV segment.
