After more than a decade of dormancy, the iconic Freelander name is back — but in a form its original fans could scarcely have imagined. Rather than returning as another model under the Land Rover umbrella, Freelander has been reborn as an entirely independent premium SUV brand, created through the deepened partnership between Jaguar Land Rover (JLR) and Chinese automaker Chery.
The revival was unveiled in China in late March 2026, with the brand’s first concept — the striking Freelander Concept 97 — serving as a bold preview of things to come. The “97” pays direct homage to 1997, the year the original compact Land Rover Freelander made its debut and helped popularize the modern crossover SUV segment.
This is no simple badge-engineering exercise. Freelander now operates as a standalone marque, completely separate from JLR’s core “House of Brands” (Range Rover, Defender, Discovery, and Jaguar). It will focus exclusively on new energy vehicles (NEVs) — a mix of fully electric (BEV), plug-in hybrid (PHEV), and range-extender electric (EREV) powertrains.The strategy leverages the strengths of both partners:
- JLR contributes its renowned design expertise and brand heritage, giving the new Freelander models a distinctive, rugged, and premium aesthetic that echoes classic Land Rover DNA without carrying the badge.
- Chery provides advanced EV platforms, supply chain efficiencies, intelligent vehicle technology, and local manufacturing know-how.
The vehicles will be built at the Chery Jaguar Land Rover (CJLR) facility in Changshu, China, on Chery’s next-generation modular architecture (reportedly including an 800-volt system for fast charging and high performance).
The Concept 97 previews the first production model, expected to launch in China in the second half of 2026. Early descriptions point to a large, boxy, three-row SUV (around 5.1 meters long with a wheelbase exceeding 3 meters) designed as a capable off-roader that also suits urban and family life.
Design highlights include a bold, slab-sided front and rear, integrated side steps, coach doors on some variants, and a rugged yet sophisticated stance that sits somewhere between a modern luxury 4×4 and classic adventure vehicles. It features advanced tech such as LiDAR for ADAS (with Huawei reportedly involved), CATL batteries, and a spacious six-seat interior layout.
The concept emphasizes “freedom, individuality, and joy,” blending off-road capability with premium comfort and intelligent features tailored to Chinese (and eventually global) buyers
Freelander isn’t starting small. The brand aims to launch a full family of up to six models over the next five years, with a new vehicle arriving roughly every six months. While the initial focus is on the Chinese market — supported by a dedicated retail network expanding rapidly — there are clear global ambitions.
Exports are planned, starting potentially with markets like the Middle East, followed by Europe and others. International variants may feature region-specific adaptations rather than simple carry-over models from China.
This move represents a significant evolution in the long-standing Chery-JLR joint venture. Instead of simply producing and selling traditional JLR models in China, the partnership is now creating an independent, China-rooted global NEV brand that can compete directly in the world’s most competitive electrified SUV segment.
For JLR, the Freelander revival allows the company to tap into China’s booming NEV market and Chery’s EV expertise while protecting its premium British brands from price competition in the mass-premium space. For Chery, it brings proven design flair and brand cachet to its expanding portfolio of marques (alongside Omoda, Jaecoo, and others).Whether this new Freelander can recapture the adventurous spirit of the original while thriving in an era of electrification and intense Chinese competition remains to be seen. But one thing is clear: the name that once democratized off-roading is getting a high-tech, high-ambition second act.
The production version of the first Freelander SUV is expected to make its full public debut at Auto China 2026 in Beijing, with customer deliveries likely beginning in China before the end of the year.
