JLR and Chery are reviving the legendary Freelander name with a high tech 4x4 with a luxury interior
Published on Apr 02, 2026 at 7:17 PM (UTC+4)
by Alessandro Renesis
Last updated on Apr 13, 2026 at 8:07 PM (UTC+4)
Edited by
Emma Matthews
JLR is branching out and turning Freelander into a standalone brand, not just a vehicle under Land Rover.
Launched in China (in collaboration with a Chinese manufacturer), the new brand will also be available elsewhere at some point.
And it’ll apparently produce more than just one vehicle.
Also – some will say ‘fortunately’ – it’ll be producing more than just electric vehicles.
A ‘house of brands’
With this new idea, JLR (Jaguar-Land Rover) wants to turn the company into a ‘house of brands.’
In a way, it already is.
Range Rover is a prime example.
It’s the name of a model, but also a semi-independent marque.
The Evoque, for example, is marketed as a Range Rover product.
But it’s a different story with Freelander, because JLR is creating a new marque and a new company, in partnership with Chery, that’s completely independent to sell vehicles using this iconic nameplate.
The two companies haven’t revealed that much about this new project yet, but there are a few things we already know.
Freelander will be selling more than just one vehicle
The partnership is China-centered, but not China-exclusive.
It was launched in Shanghai, and the vehicles will be assembled in Changshu, China, but the brand will also be available in the Middle East and in Europe.
The idea is to create a range of ‘green’ vehicles under the same name.
We don’t know what kind of vehicles these will be, but presumably, they’re all going to be off-road-friendly and off-road adjacent.
What we do know is that they won’t all be electric.
JLR and Chery also want to create EREVs, AKA Extended-Range Electric Vehicles, and plug-in hybrids.
For now, the first vehicle they’ve launched is the Freelander 97 Concept (a reference to the year the original model was unveiled).
The company aims to launch at least five or six vehicles in the next five years.
And we’re really looking forward to that.
Alessandro is an automotive journalist with 10 years of experience covering supercars, automotive history, emerging vehicle technology, and luxury transportation. He wrote the first article published on SupercarBlondie.com when the website launched in 2022 and has since built a reputation for insightful reporting across the automotive and transportation industries. His expertise is grounded in hands-on experience. Alessandro has driven every Tesla model ever produced, from the original Roadster to the Cybertruck, and regularly covers the latest developments in electric vehicles and automotive innovation. His passion for transportation extends beyond cars, he has even flown a Boeing 787 Dreamliner simulator in Addis Ababa, Ethiopia. His reporting spans everything from classic American muscle cars and rare automotive discoveries to luxury yachts, private aircraft, high-end watches, and cutting-edge vehicle technology. Known for his deep knowledge of automotive history and ability to uncover the stories behind iconic vehicles, Alessandro brings readers a blend of historical context, technical expertise, and first-hand experience.
