Jaguar Land Rover (JLR) has announced plans to revive the Freelander name for a new line of electric cars in China. The vehicles will be built on an architecture provided by JLR’s joint venture partner, Chery. Chery currently manufactures the Land Rover Discovery Sport, Range Rover Evoque, Jaguar E-Pace, and long-wheelbase versions of the XF and XE saloons. This partnership between JLR and Chery has been ongoing for 12 years and will now be further strengthened with the introduction of a range of bespoke EVs.
The collaboration between the two companies takes advantage of their respective strengths. Chery has a strong position in the Chinese automotive market, while JLR brings its unrivaled heritage and design capabilities to the table. This partnership is expected to create mutually beneficial prospects for both companies in the future.
The new electric cars will be sold under the Freelander brand, which will be positioned as independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands. These vehicles are designed and engineered for the mainstream market. While they will initially be sold exclusively in China, JLR has stated that they plan to export the cars globally “over time.” However, no further details have been provided regarding specific markets or timelines.
JLR CEO Adrian Mardell expressed his enthusiasm for this strategic step, stating that it underscores JLR’s commitment to China and complements their existing business in the country. Mardell believes that developing new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises an exciting future for the partnership between JLR and Chery.
This move by JLR aligns with the increasing demand for electric vehicles in China, which has become the largest market for EVs. The Chinese government has been actively promoting and supporting the adoption of electric vehicles, offering incentives to both manufacturers and consumers. With this new range of electric cars, JLR aims to tap into this growing market and establish a strong presence in the Chinese automotive industry.
Furthermore, JLR’s decision to eventually export the Freelander EVs globally reflects the company’s ambition to expand its electric vehicle offerings beyond China. As more countries implement stricter emission regulations and consumers increasingly embrace electric mobility, JLR recognizes the need to enter and compete in the global EV market.
In conclusion, JLR’s partnership with Chery to develop a new line of electric cars under the Freelander brand demonstrates their commitment to the Chinese market and their ambition to play a significant role in the global electric vehicle industry. By leveraging their complementary strengths, JLR and Chery aim to create a range of EVs that appeals to the mainstream market and offers a compelling alternative to traditional combustion engine vehicles. With China leading the way in electric vehicle adoption, this strategic move positions JLR for success in both the Chinese and global markets.
