Freelander name to be revived in China

Jaguar Land Rover has announced that the Freelander name will make a return as a new brand for the Chinese market.

The move comes as the firm announces the signing of a new letter of intent with Chinese manufacturer Chery designed to strengthen the product offering of both firms as the move towards electrification in China.

This new collaboration is expected to leverage on Chery's strength as a leading automotive brand in China as well as Jaguar Land Rover's heritage and design strength. Both firms intend to create a portfolio of electric vehicles for the Chinese market, all reborn under license and utilising the Freelander name, and to be based on Chery's electric vehicle architecture. The new Freelander brand is set to operate independently from Chery's existing portfolio and Jaguar Land Rover's luxury House of Brands.

The new line of vehicles for the Freelander brand will be designed by both Chery's and Jaguar Land Rover's creative teams, and are set to be built at an existing Chery Jaguar Land Rover manufacturing facility in Changshu. Jaguar Land Rover states that the brand will offer a range of mainstream electric vehicles which will initially be sold in China but will also be exported globally in due time.

The Land Rover Freelander was produced between 1997 and 2015 before it was succeeded by the Discovery Sport in 2016.