Freelander Returns as an EV! JLR and Chery Join Forces to Launch 6 New Models in 5 Years, Global Expansion Confirmed

The Freelander, once Land Rover's best-selling model, has officially returned. On March 31, the brand made its global debut in Shanghai, officially transforming from a single model into an independent luxury new energy technology brand.

According to the officially announced global brand strategy, Freelander plans to launch six new models over the next five years, with a new product release every six months. The first model is expected to debut in China in the second half of 2026, followed by a gradual rollout into global overseas markets.

Brand Background: British Design Meets Chinese Technology 

The all-new Freelander brand is the result of a deep strategic collaboration between Jaguar Land Rover (JLR) and Chery. Its global headquarters is based in Shanghai, while product design is led by JLR's renowned Gaydon Global Design Centre in the UK, in close collaboration with a localized design team in Shanghai. This new brand combines JLR's rich heritage in luxury positioning and original design excellence with Chery's strengths in new energy vehicle supply chain and cutting-edge intelligent technologies.

Technical Specifications: iMax Platform and 800V Fast Charging

The new Freelander models will be built on the all-new iMax platform, which offers exceptional flexibility and performance.

Powertrain: The platform supports three power modes — Battery Electric (BEV), Extended Range Electric (EREV), and Plug-in Hybrid (PHEV). The first batch of models for the Chinese market will come standard with an 800V high-voltage extended-range architecture.

Intelligent Cockpit: The entire lineup will be among the first to adopt the latest Qualcomm Snapdragon 8397 automotive-grade chip. Compared with the current mainstream 8295 chip, its CPU computing power is tripled, enabling more complex 3D real-time rendering and a smoother intelligent experience.

Battery Technology: Developed in collaboration with CATL, the brand introduces the “Xiaoyao” terrain-specific hybrid/extended-range battery. It supports ultra-fast 6C charging and incorporates NP2.0 non-thermal diffusion technology to ensure superior battery safety.

Intelligent Driving: Powered by Huawei Qiankun ADS V4.1 

In the area of intelligent driving, Freelander has formed a deep collaboration with Huawei. The entire lineup will feature the advanced Huawei Qiankun ADS V4.1 intelligent driving system. The new models will be equipped with the world's first 896-line LiDAR, paired with binocular cameras, delivering millimeter-level terrain recognition precision. Additionally, Freelander debuts the i-ATS intelligent all-terrain system. This system ensures strong off-road capability in the electric era through validation across 20 different terrain types and the support of 3 physical differential locks.

Concept 97 Design 

The first concept car, Concept 97, showcased at the global debut event, stays true to Freelander's classic "boxy" and rugged styling DNA. The front adopts a closed-off design paired with distinctive rectangular LED headlight clusters. Inside, the cabin follows a clean, minimalist, and tech-oriented layout, featuring a large floating central screen and a full-width LCD instrument cluster. Practical features include wireless mobile charging, while flexible rear seat configurations help maximize interior space utilization.

The Malaysian Market 

The return of Freelander represents a significant evolution in the strategic partnership between JLR and Chery. The brand has already established a global R&D and manufacturing system, anchored by its smart manufacturing base in Changshu.

For the Malaysian market, Freelander holds strong appeal. Leveraging Chery's well-established production network and market presence in Malaysia, combined with Freelander's positioning as a more accessible luxury new energy brand compared to Range Rover, a future Right-Hand Drive (RHD) version is expected to compete directly with Tesla and other premium Chinese electric SUVs. With official confirmation that international versions are currently under development, Malaysian car enthusiasts have good reason to look forward to Freelander's upcoming overseas expansion.