In a bold move to reset its presence in the world’s largest automotive market, JLR (Jaguar Land Rover) has officially announced the revival of the Freelander name — not as a model, but as a standalone brand. Developed in close partnership with China’s Chery Automobile, the new Freelander will debut in 2026 with a plug-in hybrid mid-size SUV, initially targeting Chinese consumers but with eyes set on global expansion.
From Legacy to New Beginnings
The Freelander name carries weight. Originally introduced under the Land Rover marque in 1997, the compact SUV broke ground as the first Land Rover to use a monocoque platform and played a key role in establishing the compact premium SUV segment. Two generations were produced before the model was discontinued in 2015 and replaced by the Discovery Sport.
Now, nearly a decade later, Freelander returns — not as a Land Rover, but as a fresh brand aimed at a different customer base.
“This new Freelander will echo the original spirit of the model, but brought up to date to appeal to discerning, technologically savvy Chinese consumers,” said Qing Pan, head of JLR China, during a recent investor presentation.
Powered by Chery, Styled by JLR
The new Freelander lineup will be underpinned by Chery’s T1X platform, a modular architecture also used by Chery’s own Omoda, Jaecoo, and core Chery-branded models. This “flexible” platform will allow Chery to produce an electrified range, while JLR will take the lead on vehicle design, infusing the Freelander models with premium British styling and strong off-road character.
The first model is described as a mid-size SUV with chunky off-road styling cues paired with a coupé-like silhouette, drawing comparisons to the Porsche Macan. It will feature a plug-in hybrid drivetrain, catering to China’s rapidly evolving emissions regulations and consumer demand for electrified vehicles.
Strategic Shift in JLR’s China Operations
The Freelander reboot is a strategic play within JLR’s wider plan to revamp its China operations. The Chery-JLR joint venture will replace production of the outgoing China-built Discovery Sport and Range Rover Evoque, both of which are ending production this year.
Importantly, Freelander will be sold through its own Chery-run dealership network, distinct from JLR’s ‘House of Brands’ strategy, which positions Jaguar, Defender, Discovery, and Range Rover as luxury-focused entities.
This separation reflects the Freelander brand’s different market positioning — targeting mainstream, electrified SUV buyers in China, rather than high-end luxury clientele.
Potential for Global Expansion, With Caveats
While JLR confirms that the Freelander SUV will launch first in China, executives have acknowledged “potential for global expansion.” However, bringing a Chinese-built Freelander to Europe or the UK could complicate matters. It risks cannibalizing sales of upcoming JLR models based on the company’s new Electric Modular Architecture (EMA) platform — including future replacements for the Evoque and Discovery Sport.
As such, no European release has been confirmed, and the business case for launching Freelander outside of China will likely depend on demand, pricing strategy, and how well the model resonates with local buyers.
The resurrection of Freelander as a standalone brand signals a significant pivot for JLR in the electrified SUV space. Backed by Chery’s local manufacturing strength and JLR’s design pedigree, the new Freelander is poised to carve out a unique position in China’s fiercely competitive market.
While nostalgia may drive curiosity, the success of this modern Freelander will depend not on its badge, but on how well it meets the needs of today’s hybrid-hungry, tech-savvy SUV customers — in China and, potentially, around the world.
Source: JLR
