Freelander Reborn as Electric-Focused SUV Brand

Daily Car

·

01/04/2026

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The Freelander name, once associated with a popular Land Rover model, is being revived as a new, independent brand of SUVs. This venture is a product of the Chery Jaguar Land Rover (CJLR) partnership and will debut in the Chinese market before a planned global release, including Europe.

A Blend of Heritage and Modern Tech

The first look at the brand's direction comes from the "Concept 97" design study. The vehicle shows a clear connection to the original Freelander, featuring a boxy profile, a strong shoulder line, and a distinctive triangular C-pillar window. The design aims to combine the rugged appeal of the original with contemporary styling. Inside, the concept points to a modern cabin with features like flexible seating arrangements and a crystal rotary controller.

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Underneath, the new Freelander models will be built on an advanced 800-volt electrical platform. This type of system allows for significantly faster charging compared to more common 400-volt systems. The brand will offer a range of powertrains, including fully battery-electric (BEV) models, plug-in hybrids (PHEV) that combine electric and gasoline power, and range-extender vehicles where a small gasoline engine acts as a generator to recharge the battery.

Market Strategy and What's Next

The Freelander brand will utilize Chery's expertise in electric and hybrid technology while drawing on Land Rover's design legacy. By launching in China first, the brand can establish itself in the world's largest market for electric vehicles. This approach allows the brand to test the market and scale production efficiently before expanding globally.

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The initial production model is expected to be a three-row SUV, catering to the demand for larger family vehicles. Following its launch, a full series of Freelander models is slated to be unveiled over the next five years. This signals a long-term commitment to establishing Freelander as a significant player in the global SUV market.

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