The Freelander Returns A New Brand for a New Era

Daily Car

25/03/2026

The Freelander name, once a staple of the Land Rover lineup, is making a comeback. However, it is not returning as a Land Rover. A new joint venture between Jaguar Land Rover (JLR) and Chinese automaker Chery is relaunching Freelander as a standalone brand focused on electrified vehicles. Here are the key facts.

Is the new Freelander still a Land Rover?

No. The new Freelander is an independent brand. While JLR's UK studio is leading the design, the vehicles will not wear a Land Rover badge. This new brand is the product of a partnership with Chery and will be manufactured in China. The focus is entirely on creating a new line of electrified models, separate from Land Rover's existing portfolio.

What kind of vehicle will the first new Freelander be?

The initial model will be a large, family-oriented SUV with a distinctly boxy and upright design. Spy photos and official teasers suggest a three-row layout and an overall length exceeding 5,100 mm (about 200 inches), placing it in competition with other large SUVs. The design features modern pixel-style LED headlights but takes clear inspiration from the rugged aesthetic of models like the Land Rover Defender.

What will power the new Freelander models?

The vehicles will be built on a modular architecture developed by Chery. This platform is versatile and designed specifically for new energy vehicles. It can support both fully electric (EV) powertrains and range-extender powertrains. A range-extender uses a small gasoline engine that functions solely as a generator to recharge the battery pack, which in turn powers the electric motors that drive the wheels. This setup increases the vehicle's total range without relying on a large, heavy battery.

Where will these vehicles be sold?

Production will be handled at the joint venture's facility in Changshu, China. The initial market launch will be for China. However, the partnership has confirmed that a wider global rollout is planned for the future, meaning the Freelander brand could eventually be available in other international markets.

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