Land Rover’s Iconic Brand Revived for China’s Electric Vehicle Market
Gaydon, UK, June 19, 2024 – In a significant move for the automotive industry, Jaguar Land Rover (JLR) and Chery Automobile Company Ltd have signed a Letter of Intent to license the Freelander brand to their joint venture, Chery Jaguar Land Rover (CJLR). This agreement aims to create a new range of electric vehicles (EVs) for the Chinese market, marking a strategic pivot in their collaboration.
Under this agreement, CJLR will manufacture a new portfolio of Freelander EVs, utilizing Chery’s advanced EV architecture at its Changshu facility. This initiative represents a rebirth of the Freelander brand, aligning with the joint venture’s goal to enhance its product offerings in the rapidly growing Chinese EV market.
The Freelander EV lineup will be developed alongside CJLR’s current models, signifying a new chapter for the joint venture. This distinct EV portfolio will be sold through a unique retailer network in China, with plans for global export in the future. The initiative underscores both companies’ commitment to independent yet complementary growth, separate from Chery’s existing portfolio and JLR’s modern luxury brands.
Adrian Mardell, JLR’s Chief Executive Officer, commented:
“Today, we take a significant strategic step for JLR, highlighting our ongoing commitment to China. Collaborating to innovate within the world’s largest and fastest-growing EV market, combined with the Freelander brand’s appeal, promises an exciting future for CJLR.”
Yin Tongyue, Chairman of Chery Group, added:
“Chery and JLR are pioneering a collaborative model that defines our future growth. The integration of Chery’s advanced EV technology with the Freelander brand’s distinctive appeal will offer a unique EV experience to consumers in China and globally.”
The Freelander brand, which originally spanned from 1997 to 2015 and was succeeded by the Discovery Sport, is set for a revival with a range of mainstream electric vehicles. These vehicles will initially be available in China and later aimed at the global market, designed through a joint effort by Chery and JLR’s creative teams to cater to the booming New Energy Vehicle (NEV) sector.
CJLR, a 50/50 joint venture between Jaguar Land Rover Ltd and Chery Automobile Company Ltd, continues to innovate and adapt to market demands, ensuring a sustainable and profitable future for both partners in the electrification era.
