Jaguar Land Rover (JLR) has announced its plan to expand its House of Brands by licensing a new brand called Freelander to its Chinese partner, Chery. The Freelander, a compact four-wheel-drive model, was previously sold by Land Rover from 1997 to 2015. Despite receiving mixed reviews, the Freelander was popular due to its affordability compared to other models bearing the Land Rover badge.
The reintroduction of the Freelander brand will focus on “mainstream” electric vehicles that are not currently offered by JLR or Chery. These new vehicles will be designed collaboratively by teams from both automakers and will utilize Chery’s E0X battery-electric architecture. According to Car News China, the E0X platform is capable of supporting an 800-volt architecture, Level 3 autonomous driving capabilities, and air suspension setups. Furthermore, the platform is also compatible with range-extended electric vehicles, a powertrain type that has seen significant growth in popularity in various markets.
Chery’s Luxeed R7, which is based on the E0X platform, offers both single- and dual-motor variants with power outputs ranging from 288 horsepower to 489 horsepower. The Luxeed R7 also boasts an impressive maximum range of 531 miles on the Chinese cycle. This demonstrates the capabilities of Chery’s E0X platform in terms of performance and range.
In addition to the Freelander brand, Chery has previously announced its intention to share its M3X platform with the Chery Jaguar Land Rover collaboration. The M3X platform has been developed in partnership with Magna International and is suitable for internal combustion engine and plug-in hybrid powertrains. However, JLR’s press release clarifies that currently, the Freelander brand will focus solely on advanced electric vehicles. This leaves room for potential expansion of powertrain options in the future as the electric vehicle lineup gains momentum. It also raises the possibility that the M3X platform may be applied to different products within JLR’s portfolio.
While JLR has not disclosed a specific timeline for the international release of the Freelander range, it is evident that the brand is making significant strides in the electric vehicle market. By partnering with Chery and utilizing their advanced electric vehicle platform, JLR aims to offer appealing and competitive electric vehicles to customers worldwide. This move aligns with the growing trend towards electrification in the automotive industry and underscores JLR’s commitment to innovation and sustainability. As the automotive landscape continues to evolve, the reintroduction of the Freelander brand presents an exciting opportunity for JLR to further expand its House of Brands and cater to the evolving preferences of consumers seeking electric vehicles.