Chery, JLR recast JV model with new Freelander brand

China's Chery Automobile and British carmaker Jaguar Land Rover unveiled a new global NEV brand, Freelander, on Tuesday, marking a shift in their joint-venture model toward deeper integration and independent brand operations.

The Freelander name traces back to a Land Rover model first introduced in 1997.

By elevating it into a standalone brand, the partners are seeking to reposition the legacy nameplate for the electric era and expand beyond China into overseas markets.

Positioned as a premium NEV marque, Freelander will target global markets with a planned lineup of six models over the next five years.

A concept vehicle, called Concept 97, was shown on Tuesday at the brand's debut in Shanghai.

The first production model is scheduled to debut in China in the second half of 2026, said CEO Wen Fei.

The move signals a restructuring of the long-standing Chery–Jaguar Land Rover partnership.

Under the new arrangement, Jaguar Land Rover will contribute design and brand expertise, while Chery will lead supply-chain integration and intelligent-vehicle development, reflecting a broader trend among global automakers to localize EV capabilities in China.

Freelander will operate with a global footprint, including a Shanghai headquarters, design centers in the UK and China, and an R&D base in Suzhou, supported by manufacturing at the Chery Jaguar Land Rover plant in Changshu.

The facility, which has received about 3 billion yuan ($415 million) in upgrades for electrification, marked the end of production on Tuesday for its last internal combustion model, the Range Rover Evoque.

The new brand will be underpinned by a dedicated EV platform compatible with battery-electric, plug-in hybrid and extended-range powertrains.

The architecture features a centralized computing system designed to improve response times and enable over-the-air updates.

Freelander will also rely on partnerships with Chinese technology suppliers to bolster its competitiveness.

Its China-market vehicles are set to adopt Huawei's ADS driver-assistance system, Qualcomm's latest automotive cockpit chips, and battery technology co-developed with CATL, including fast-charging capability and enhanced safety features.

The company plans to roll out a retail network covering 60 Chinese cities with 100 outlets by 2026, using a hybrid distribution model aimed at reducing inventory pressure on dealers.

The launch underscores how traditional joint ventures in China are evolving as foreign automakers seek to leverage local partners' strengths in electrification and software, while maintaining brand identity in an increasingly competitive global EV market, said analysts.