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New Freelander Brand Confirmed for the UK as Chery and JLR Prepare New SUV Range

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The new Freelander brand is officially set to launch in the UK, marking a significant new chapter for the name once associated with Land Rover’s popular compact SUV. Created through a collaboration between Chinese automotive giant Chery and Jaguar Land Rover (JLR), the new marque will target international markets with a range of electrified SUVs positioned below JLR’s premium models.

While the British launch has been confirmed, Freelander has yet to reveal exactly when its cars will arrive in the UK or which company will be responsible for importing and distributing the vehicles.

The brand’s global expansion will take place in several stages. The UK and wider European markets are planned as part of what Freelander describes as its “third wave” of international expansion.

Freelander’s Global Expansion Will Begin Outside Europe

Freelander’s first overseas markets will be in the Middle East and North Africa before the brand moves into right-hand-drive markets such as Australia and New Zealand.

The UK and Europe will follow later, although Freelander has not yet announced a specific launch date.

The strategy represents an important step for a brand that is closely linked to both Chery and JLR. Rather than simply exporting existing Chinese-market vehicles, Freelander says its future European products will be developed with individual markets in mind.

Freelander CEO Wen Fei has previously indicated that vehicles destined for Europe will not simply be adapted versions of models already sold in China. Instead, the company intends to develop derivatives specifically tailored to European customers and market requirements.

That approach could prove crucial as Freelander attempts to establish itself in one of the world’s most competitive automotive markets.

JLR Gives Chery Freedom to Develop the Freelander Brand

Although the Freelander name has its roots in Land Rover, JLR has made it clear that Chery will have considerable freedom in determining the direction of the new brand.

JLR chief executive PB Balaji previously confirmed that the British company would not stand in the way of Freelander entering the UK.

Speaking in May, Balaji described the new vehicle range as Chery’s responsibility, while explaining that JLR’s role would be primarily related to ensuring the brand’s design remains consistent with the values associated with JLR.

“From our perspective, our role is ensuring that the design is in sync with what JLR stands for, and thereafter it is completely their baby,” Balaji said.

That arrangement gives Chery the opportunity to build Freelander into a global automotive brand while maintaining a connection with the heritage of the original Land Rover Freelander.

Freelander 8 Leads the New SUV Line-Up

The first model from the revived Freelander brand is the Freelander 8, a large SUV designed around a plug-in-hybrid powertrain.

The Freelander 8 combines a 2.0-litre petrol engine with two electric motors. Together, the system produces a substantial 617bhp and sends power to all four wheels.

The combination of petrol and electric propulsion is intended to give the large SUV both long-distance capability and the ability to cover substantial journeys using electric power alone.

A 34kWh battery provides an electric-only range of up to 68 miles, according to the company. The battery can also be recharged at rates of up to 350kW, potentially giving the Freelander 8 exceptionally rapid charging capability for a plug-in-hybrid SUV.

With its combination of high power, all-wheel drive and long electric range, the Freelander 8 is clearly positioned as a technology-focused flagship for the new brand.

European Freelander Models Could Be Very Different

One of the most interesting aspects of the Freelander project is the company’s promise that European-market vehicles will not simply be Chinese models with minor modifications.

Freelander has indicated that cars exported to Europe will instead be developed as new derivatives tailored to the requirements of individual markets.

That could mean changes to styling, chassis tuning, powertrain specifications, equipment and potentially vehicle dimensions, depending on the requirements of European customers.

For the UK in particular, the brand’s arrival could provide an interesting alternative in the increasingly competitive premium and near-premium SUV market.

Freelander will also have to contend with increasingly strict European emissions regulations and strong demand for electrified powertrains, making plug-in hybrids and fully electric vehicles likely to play an important role in its future range.

Freelander Expected to Undercut JLR Models on Price

Pricing will be one of the biggest questions surrounding the Freelander brand’s UK launch.

No UK prices have been announced, but JLR has already indicated that Freelander will occupy a different position from its own premium products.

Balaji previously explained that the pricing strategy of the new brand would be separate from JLR’s existing positioning.

“The price positioning of Freelander and our price positions are different,” he said.

That suggests Freelander could be positioned below comparable Jaguar and Land Rover products, giving Chery an opportunity to compete for customers looking for premium-looking SUVs and advanced electrified powertrains without the price tag associated with established luxury brands.

A New Rival for Europe’s SUV Market

The arrival of Freelander could add another major Chinese automotive challenger to the UK and European markets.

The brand has several advantages from the outset: access to Chery’s manufacturing and technology resources, a name with strong recognition among Land Rover enthusiasts, and a relationship with JLR that could help establish design credibility.

However, Freelander will still have to build its own reputation for reliability, quality, customer service and residual values.

The UK launch is therefore potentially much more significant than simply the return of a familiar name. It could mark the emergence of an entirely new global SUV brand operating between mainstream Chinese manufacturers and established premium European marques.

For now, the biggest unanswered question is timing. Freelander has confirmed that the UK is part of its expansion strategy, but the company has not yet revealed when British customers will be able to buy its vehicles.

If the Freelander 8 is representative of what is to come, the new brand is likely to arrive in Britain with a strong focus on high-performance hybrid powertrains, long electric ranges and aggressive pricing.

The original Freelander helped establish Land Rover in the compact SUV market. Its modern successor could now attempt something very different: using Chery’s technology and global ambitions to create a new international automotive brand carrying one of Britain’s most recognisable SUV names.

Source: Autocar

News

Chery Plans Four New UK SUVs and British R&D Centre

Chery is preparing its next major expansion in the UK, with four new or updated SUVs planned for 2027, a new Tiggo X family and a research and development centre at the UTAC Millbrook Proving Ground in Bedfordshire. The Chinese automaker says the move will help it build cars better suited to British roads while challenging established mass-market brands such as Volkswagen.

The announcement comes as Chery marks its first full year of UK sales. During that period, the brand has sold approximately 29,000 vehicles. Although that figure trails its sister brands Jaecoo and Omoda, Chery UK managing director Farrell Hsu says the company has already exceeded its sales target for 2026.

Hsu’s ambition is considerably larger than simply establishing a foothold in Britain. He wants Chery to become a mainstream manufacturer capable of competing with Volkswagen and other established “people’s car” brands.

“We want to challenge brands such as Volkswagen,” Hsu said, outlining a strategy focused on reaching the mass market rather than remaining a niche alternative.

Four New SUVs Will Expand the Chery UK Line-Up

Chery currently sells the Tiggo 4, Tiggo 7, Tiggo 8 and Tiggo 9 SUVs in the UK. The models compete across segments occupied by vehicles such as the Ford Puma, Volkswagen Tiguan and Skoda Kodiaq.

The next stage of the company’s strategy will see four new or updated SUVs arrive in 2027. One of those models will be electric, while the others are expected to broaden the range with new body styles, powertrain options and a more lifestyle-oriented approach.

The name of the new family has not yet been finalised, but Chery is expected to introduce a Tiggo X range. The first model could be closely related to the Tiggo X SUV unveiled at the Beijing motor show.

Positioned as Chery’s new flagship, the Tiggo X is a large, approximately 5.0-metre-long, seven-seat SUV with a boxy design and plug-in hybrid powertrain. Chinese media reports suggest it could produce a combined 476bhp and 465lb ft of torque, with an electric-only range of around 124 miles on the more generous CLTC testing cycle.

Those figures remain subject to confirmation for the UK market, but they indicate the direction Chery is taking with its flagship SUV: substantial dimensions, strong performance and the ability to cover many daily journeys using electric power alone.

Details of the other Tiggo X models remain undisclosed. However, Hsu suggested that the family will offer a distinctly different character from the existing Tiggo 4, 7, 8 and 9.

“They will bring a different feeling,” he said, describing the new models as having a “lifestyle” focus. That could mean more distinctive, boxier styling, increased practicality and some light off-road capability.

Chery Wants Its Cars to Feel More European

Expanding the model range is only part of Chery’s UK strategy. The company also wants to make its vehicles better suited to local driving conditions, and its new Bedfordshire R&D centre will play a central role in that effort.

Initially, the facility will operate as what Hsu called a “translation centre”. Its job will be to gather feedback from British customers and automotive media, then convert that information into practical engineering changes that Chinese development teams can implement.

That process will cover steering, chassis tuning and advanced driver assistance systems. British roads present a different challenge from those in China, with tighter lanes, more frequent bends and road surfaces that can be considerably less forgiving.

“We will test everything and then tell HQ what they need to do,” Hsu explained.

The Millbrook facility should allow Chery to evaluate modifications more quickly, including changes to dampers, suspension bushings and software calibrations. Rather than relying solely on feedback from overseas markets, engineers will be able to test adjustments locally and determine whether they deliver the desired improvements.

The goal is not simply to make Chery vehicles comfortable on British roads. Hsu also wants them to develop the driving character associated with German competitors.

“So many people like the German feeling; cars that drive like a German car,” he said. “It really gives them a very good impression. This is something we need to learn.”

That statement reflects a pragmatic approach from a manufacturer still building its reputation in Europe. Chery is not claiming to have mastered every aspect of the market. Instead, it is using local engineering expertise to understand what British buyers expect from the steering, suspension and overall behaviour of a modern family SUV.

Millbrook Could Influence Chery’s Global Cars

Although the Bedfordshire centre is being established to support the UK market, its influence could eventually extend much further.

The UK has considerable expertise in autonomous driving, artificial intelligence and vehicle development. Chery believes the knowledge gained through its British operations could eventually help shape products sold in other countries.

The same engineering improvements will also benefit Chery’s sister brands, including Omoda, Jaecoo and Lepas. That gives the Millbrook project significance beyond the Tiggo range, potentially allowing the wider group to develop a more consistent understanding of European driving preferences.

For now, however, the priority is straightforward: make Chery vehicles feel more natural and convincing on British roads.

Plug-In Hybrids Are Central to Chery’s UK Strategy

Chery’s rapid expansion will also depend heavily on its plug-in hybrid technology. Hsu said the company’s “Super Hybrid” PHEVs account for approximately three quarters of its UK business to date.

That strong proportion suggests British buyers are responding to the combination of electric driving capability and the flexibility of a combustion engine. Hsu also implied that supply, rather than a lack of customer interest, has been a limiting factor in the company’s sales performance so far.

His longer-term vision is even more ambitious: every Chery model could eventually be offered with the company’s plug-in hybrid powertrain as standard, with customers choosing the battery size and therefore the electric range that best suits their needs.

Hsu compared the idea to selecting the storage capacity of a new iPhone. Instead of choosing between entirely different powertrains, buyers could select the battery capacity that matches their driving habits and budget.

That approach would give Chery a consistent electrified strategy across its range while allowing it to serve customers with different requirements. A smaller battery could suit buyers who mainly drive short urban journeys, while a larger pack would appeal to those seeking greater electric range and reduced reliance on petrol.

Chery’s Next Challenge Is Turning Momentum Into Trust

Chery’s first year in Britain has delivered a solid starting point, but the company’s next phase will be more demanding. Four new or updated SUVs, a new Tiggo X family and a dedicated British development centre represent a significant increase in ambition.

The brand’s success will depend on more than competitive pricing and equipment levels. It will need to demonstrate that its vehicles can deliver the refinement, driving dynamics and local suitability expected by British buyers.

The Millbrook project could prove especially important in that regard. By bringing British feedback directly into the engineering process, Chery hopes to shorten the distance between its Chinese development headquarters and the requirements of the UK market.

If the company can combine that local expertise with its expanding SUV range and increasingly important plug-in hybrid technology, it may have a credible route toward the mainstream.

For now, Chery’s message is clear: the UK is no longer simply a market in which it wants to sell cars. It is becoming a place where the company intends to learn how to build better ones.

Source: Chery, Autocar

News

UK Enters the Robotaxi Era as Wayve Launches Self-Driving Ubers

The future of urban transportation has officially arrived in the UK. Uber users across London can now order a self-driving taxi, marking the country’s first commercial autonomous ride-hailing service.

The new service is the result of a partnership between ride-hailing giant Uber and British autonomous driving technology company Wayve. For the initial rollout, passengers may be matched with a driverless Ford Mustang Mach-E equipped with Wayve’s latest-generation AI Driver technology.

Although a trained human safety driver will initially occupy the front seat and supervise every journey, the launch represents a significant step toward fully autonomous taxis operating on London’s busy streets.

Wayve’s self-driving Ford Mustang Mach-E is now available through Uber

Unlike traditional taxis, Wayve’s autonomous Ford Mustang Mach-E does not rely on a conventional driver to control the vehicle. Instead, the car uses Wayve’s artificial intelligence-based autonomous driving system to interpret its surroundings, make decisions and navigate London’s roads.

Uber users ordering a ride anywhere across the capital can potentially be matched with one of Wayve’s autonomous vehicles. There is currently one important exception: the service does not operate from London’s airports.

The rollout follows Transport for London’s decision last month to grant Wayve’s vehicles a private hire licence, clearing the way for the company’s autonomous cars to begin carrying passengers commercially.

For Wayve, the launch is the culmination of extensive testing on London’s roads. The company has spent roughly a year testing its latest autonomous driving technology in real-world traffic conditions.

What makes Wayve’s AV 2.0 technology different?

Wayve calls its latest autonomous driving system “AV 2.0,” and the technology takes a different approach from many earlier self-driving systems.

Traditional autonomous vehicles have often relied heavily on detailed maps, predefined rules and extensive sensor hardware. Wayve’s system instead places artificial intelligence at the center of the driving process.

The AI Driver has been trained using data gathered from real-world driving and is designed to make decisions when it encounters situations it has not explicitly been programmed to handle.

That distinction could prove particularly important in a city like London.

The capital has an extraordinarily complex road environment, with narrow streets, cyclists, pedestrians, buses, motorcycles, delivery vehicles, temporary road closures and constantly changing traffic patterns. A self-driving system capable of responding to unfamiliar situations could have a major advantage over technology that depends heavily on predetermined instructions.

Wayve also claims that its AI-first approach can reduce the amount of expensive hardware required by autonomous vehicles.

Wayve aims to eliminate the need for heavily geofenced robotaxis

One of the most significant aspects of Wayve’s technology is its potential ability to operate outside tightly controlled geographical boundaries.

Many autonomous taxi services initially operate within relatively small geofenced areas where the vehicles have been extensively tested and mapped.

Wayve’s approach is designed to be more flexible.

Because the AI Driver can apply knowledge learned from years of real-world driving to new situations, the company believes its vehicles can potentially operate in unfamiliar environments without requiring every road to be extensively pre-programmed.

That technology is a key reason why Wayve can launch its Uber service across London rather than limiting the first deployment to a small section of the city.

The implications extend well beyond London. If the technology proves reliable at scale, autonomous vehicles could potentially be introduced into new cities more quickly and with less dependence on highly detailed geographic preparation.

What happens when you order a self-driving Uber?

For passengers, ordering a Wayve autonomous taxi is intended to be relatively straightforward.

The journey begins in the Uber app, just like a conventional ride. If a passenger is matched with an autonomous Ford Mustang Mach-E, the app provides the necessary instructions for accessing the vehicle.

Passengers can unlock the doors and begin the trip through the Uber application before taking their seats.

Inside the vehicle, a touchscreen allows passengers to monitor the journey and see information about the vehicle’s progress.

Despite the car being capable of driving itself, passengers will initially have a trained and TfL-certified safety driver sitting in the front.

The safety driver is there to supervise the autonomous system and intervene if necessary.

That human presence is temporary, however. Wayve has not yet confirmed exactly when its London vehicles will begin operating without a person in the driver’s seat.

Only 15 autonomous Mustang Mach-Es are operating in London

For now, passengers should not expect to see a Wayve self-driving taxi every time they open the Uber app.

Only around 15 autonomous Ford Mustang Mach-E vehicles are currently operating in London. Considering that Uber has approximately 100,000 vehicles operating in the capital, the odds of being randomly assigned one remain relatively low.

However, the small initial fleet is not intended to remain that way.

Wayve plans to expand its autonomous vehicle operation as it works toward its larger ambition of becoming a major global provider of autonomous mobility.

The London launch is therefore less about the number of vehicles on the road today and more about proving that autonomous ride-hailing can work in one of the world’s most complicated urban driving environments.

London is just the beginning for Wayve and Uber

The UK capital is the first of 12 cities included in Wayve and Uber’s planned global autonomous ride-hailing expansion.

The companies are expected to begin offering autonomous rides in Tokyo later this year, where modified Nissan Leaf electric vehicles will be used.

Uber has much broader ambitions of its own.

The company has said it wants to become the world’s largest facilitator of autonomous vehicle trips by 2029. It also plans to offer autonomous rides in 15 cities by the end of this year.

Importantly, Uber does not describe this future as one in which human drivers simply disappear.

Instead, the company envisions a “hybrid network” in which autonomous vehicles operate alongside conventional cars driven by people.

That could ultimately create a transportation system where passengers are matched with either a human-driven vehicle or an autonomous vehicle depending on availability, location, price and other factors.

For Uber, such a model could allow autonomous vehicles to supplement rather than completely replace its existing driver network.

Uber is expanding its autonomous vehicle partnerships

Wayve is not Uber’s only autonomous-driving partner.

The company has also partnered with Verne, the autonomous mobility subsidiary associated with Rimac, as well as Chinese robotaxi company Pony.ai.

Those partnerships form part of Uber’s broader strategy to build an autonomous mobility ecosystem rather than developing a single proprietary self-driving vehicle.

The approach could allow Uber to work with multiple autonomous vehicle manufacturers and technology companies in different markets.

Europe is already becoming an important testing ground for that strategy. Uber, Verne and Pony.ai recently announced plans to offer autonomous ride-hailing in Zagreb, Croatia.

Waymo is also preparing to launch self-driving taxis in London

Wayve and Uber may have reached the UK market first, but they are not alone in the race to bring autonomous taxis to London.

Google’s autonomous driving company Waymo has also been testing self-driving Jaguar I-Pace vehicles on London’s streets.

Waymo has been conducting testing in the capital for several months and is targeting a September launch for its own autonomous ride-hailing service.

However, the company’s London testing has already demonstrated one of the major challenges facing autonomous vehicles in real-world cities: not every problem can be solved in a laboratory.

Waymo was recently forced to adjust its routes after residents on a street in east London complained about vehicles repeatedly becoming stuck, reversing and sounding a loud warning siren during nighttime testing.

The incident highlights the unpredictable nature of deploying autonomous vehicles in densely populated urban environments.

A self-driving car may be able to navigate a complicated junction perfectly, yet still encounter unexpected challenges caused by road layouts, parked vehicles, pedestrians, construction or even the reaction of local residents.

Are self-driving taxis finally becoming mainstream?

The arrival of Wayve’s autonomous Ford Mustang Mach-E vehicles on Uber is an important moment for the automotive industry.

Self-driving technology has been tested for years, but commercial deployment remains one of the biggest challenges facing autonomous vehicle developers.

London presents a particularly demanding test.

Unlike purpose-built autonomous vehicle testing environments, the capital combines historic roads with modern traffic systems, unpredictable pedestrian behavior, cyclists, buses, construction zones and extremely dense urban traffic.

Successfully operating autonomous taxis in that environment could therefore provide valuable evidence about whether AI-based driving systems are ready to move beyond controlled demonstrations and into everyday transportation.

The biggest question is no longer whether autonomous vehicles can drive themselves under the right conditions. The more important question is whether they can reliably handle the enormous variety of situations encountered on ordinary city streets.

Wayve believes its AI Driver technology can do exactly that.

The future of London transportation is taking shape

For passengers, the first Wayve-powered Uber rides may feel like a novelty. For the automotive and transportation industries, however, the launch is considerably more significant.

The Ford Mustang Mach-E autonomous taxis now operating in London represent the beginning of a potentially much larger transition from human-controlled transportation toward AI-assisted and eventually fully autonomous mobility.

The technology still faces regulatory, technical and public-acceptance challenges. The presence of a safety driver during the initial phase demonstrates that fully driverless operation has not yet arrived in London.

But the direction of travel is clear.

Wayve and Uber have put autonomous ride-hailing into commercial service on one of Europe’s busiest and most challenging road networks. With more vehicles, additional cities and new autonomous-driving partnerships planned, the London launch could prove to be the first chapter in a much bigger transformation of how people move around cities.

For now, the next time a London Uber passenger sees a Ford Mustang Mach-E approaching, there is a chance there may be no one actually driving it.

Source: Autocar