Jaguar Land Rover Turns On The Name 'Freelander' For The Line Of Electric Cars In China

Illustration of CJLR Production in China. (Photo: Jaguar Land Rover)

JAKARTA - Jaguar Land Rover (JLR) revived Freelander's name for the new electric car line in China, and will be exported to various parts of the world.

Through its official statement, quoted on Thursday, June 20, based on relations for 12 years and well-established joint ventures, JLR and Chery have signed a Letter of Intent to strengthen CJLR's product offerings for the next electrification era in China.

"Today we are taking important strategic steps for JLR, which underscores our continued commitment to China and complements our existing business in China. We believe that working together to develop a new collaboration model for the largest electric vehicle market and with the fastest growth in the world, combined with Freelander brand attraction, promises a very exciting future for CJLR," said JLR Chief Executive Officer Adrian Mardel.

This new collaboration model fully utilizes the strength of both parties who complement each other. For example, Chery holds the leading position in the automotive market in China, while JLR has an unmatched legacy and design power and creates mutually beneficial prospects for the future.

Under the proposed new licensing agreement, CJLR Joint Venture will produce a state-of-the-art electric vehicle portfolio based on the EV Chery architecture, exclusively under the name Freelander.

Marking the start of a new strategic phase for CJLR, Freelander will become a re-born brand under a license from JLR as part of a new value creation system independent of the existing Chery portfolio and JLR's modern luxury House of Brands.

"Chery and JLR form an innovative collaborative model that symbolizes our growth path in the future. The combination of advanced electric vehicle technology Chery with the unique attraction of the Freelander brand will undoubtedly provide a unique electric vehicle experience to Chinese and global consumers," said Chairman of the Chery Group Yin Tongyue.

As is known, Freelander is a Land Rover vehicle produced between 1997 2015. Followed by Discovery Sport in 2016. In the form of a reborn CJLR, Freelander will offer a series of mainstream electric vehicles, which were originally sold in China via different networks. but over time it is intended for global exports.

This vehicle will be designed in collaboration with the Creative Chery and JLR teams to create new positions in China's fast-growing mainstream New Energy Vehicle (NEV) market. These products will be made at the CJLR manufacturing facility in Changshu.