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Freelander Revived as an Electric SUV Brand
Transforms into an Independent Brand While Retaining Land Rover Character
Targets Global Market with PHEV-based Three-row SUV
Freelander – Source: Land Rover
The Land Rover Freelander — once discontinued — has been reborn in an all‑new form.
A China joint venture between Jaguar Land Rover and Chery Automobile has relaunched Freelander as an independent brand and is moving to capture the electrified SUV market.
The recently revealed \”Concept 97\” carries the heritage of the original Freelander that debuted in 1997 and signals the brand’s new direction.
Retains Land Rover DNA…
Even Incorporates Defender Cues
Freelander – Source: Land Rover
The design strongly reflects Land Rover’s established identity.
The front end and overall silhouette recall the Land Rover Defender, while design cues from the original Freelander are integrated throughout.
Notably, the raked D-pillar evokes the 1997 three‑door model, while the black cladding and headlamp arrangement reference the 2003 facelift.
The concept features coach (suicide) doors, but the production model is expected to use conventional doors.
Six Models over Five Years…
Built in China with Global Rollout Planned
Freelander – Source: Land Rover
The joint venture plans to introduce six new Freelander models over the next five years.
All models will be built at the Changshu plant in China, replacing the current Land Rover Discovery Sport and Range Rover Evoque production lines.
The rollout will start in China and expand globally, but China-based production means tariffs could limit launches in some markets, particularly the U.S.
PHEV and Range Extender
Practicality-focused Strategy
Freelander – Source: Land Rover
The production Freelander is expected to be a three‑row, six‑seat SUV.
Powertrains are expected to include pure battery electric, plug‑in hybrid (PHEV) and range‑extender options.
This approach balances off‑road capability with long‑distance range, positioning the model as a practical electrified SUV rather than a simple BEV crossover.
Industry observers call Freelander’s revival “a new experiment that blends brand heritage and technology in a global electric‑SUV market increasingly centered on China.”
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