JLR to revive Freelander as EV in China

Amid the rapidly growing Chinese luxury electric vehicle market, Tata Motors-owned Jaguar Land Rover (JLR) is embarking on an ambitious plan to revive its iconic Freelander model in an all-electric avatar, specifically tailored for the Chinese market. The British luxury carmaker has entered into a licensing agreement with its Chinese joint venture partner, Cherry Automobile, to manufacture electric models under the revered Freelander nameplate.

The Freelander, a pioneering Land Rover model, was produced from 1997 to 2015 before being discontinued and replaced by the Discovery Sport in 2016. However, JLR recognizes the enduring appeal and heritage of the Freelander brand, prompting its revival in an electrified form.

“Under the proposed new licensing agreement, the CJLR Joint Venture will pivot to produce an advanced portfolio of electric vehicles based on Chery’s EV architecture, exclusively under the Freelander name,” JLR announced, signaling a strategic shift in their joint venture’s focus.

The new Freelander portfolio will offer a range of “mainstream” electric vehicles, catering to the burgeoning demand for environmentally friendly transportation options in China. Initially, these electric vehicles will be marketed and sold within the Chinese domestic market, but JLR has plans to eventually export them to global markets, extending the reach of the iconic Freelander brand.

This collaboration leverages the unique strengths of both partners – Chery’s leading automotive market position in China and JLR’s rich heritage and renowned design prowess. The CJLR joint venture, a 50/50 partnership between Jaguar Land Rover and Chery Automobile, will manufacture the new Freelander models at its existing facility in Changshu, China.

The licensing of the Freelander model represents a complementary growth strategy for JLR, independent from the company’s modern luxury House of Brands and Cherry’s existing portfolio. This strategic move allows JLR to tap into the rapidly expanding Chinese electric vehicle market while preserving its core luxury brand identity.

JLR has three distinct architectures for its vehicle lineup – the Modular Longitudinal Architecture (MLA) for internal combustion engine (ICE), plug-in hybrid electric vehicles (PHEVs), and battery electric vehicles (BEVs), as well as the dedicated Electrified Modular Architecture (EMA) and Jaguar Electrified Architecture (JEA) solely for BEVs.

“We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR,” said JLR CEO Adrian Mardell, highlighting the strategic significance of this move.

The revival of the Freelander brand in an electric avatar is expected to boost JLR’s presence in China’s rapidly evolving electric vehicle market, which is witnessing unprecedented growth and electric vehicle penetration, particularly in the premium segment. According to the company’s investor presentation, JLR has experienced steady growth in China over the past six years, with the fiscal year 2024 marking a historical high for its import business in the region.