Freelander made its global debut as a premium electric vehicle brand on April 1, 2026, in Shanghai. The Chery and Jaguar Land Rover joint venture presented Concept 97 as the show car. The brand plans to introduce a family of new models in key global markets over the next five years.
Highlights
- Chery-JLR joint venture establishes Freelander as independent premium EV brand
- Concept 97 show car blends 1997 heritage design with new EV architecture
- Partnerships formed with Huawei, CATL and Qualcomm for assisted driving, intelligent cabin and battery technology
- 3 billion CNY ($435 million) invested in Changshu facility for EV production lines
Brand Background
The new Freelander resulted from the 12-year joint venture between Chery Group and JLR. It operates as a standalone premium EV technology brand. The company combined Chery’s technology with JLR’s design expertise and elements from the original 1997 Freelander model.
Freelander set up a fully integrated operations system. This includes global headquarters in Shanghai, a design hub in Shanghai, an R&D institute in Suzhou and manufacturing at the Changshu CJLR facility. Nearly 5,000 experts staff these sites.
Concept 97 Features
The show car retains design elements from the 1997 original, including triangular window graphics, rounded surfacing and protective details. It adds advanced exterior lighting and immersive digital interfaces. The model targets urban use while keeping an off-road character.
The interior features a low dashboard for improved visibility and space. Wraparound padding creates a lounge environment in the third row. A retractable cloth roof and rear window add an adventure element. Premium woven textiles and expressive colors complete the cabin.
Freelander Design Hub Director Phil Simmons said: “The new FREELANDER brand world and Concept 97 show car demonstrate a bold and individual approach to design which, combined with innovative Chinese technology, is intended to make customers fall in love with the FREELANDER brand.”
“Concept 97 is designed for the urban outdoors, retaining an off-road spirit while embracing city life. It celebrates freedom, individuality and joy.”
Manufacturing and Sales Network
All models will be produced at the CJLR Intelligent Manufacturing Base in Changshu. The company invested 3 billion CNY ($435 million) to add EV production lines and meet global quality standards.
In China, Freelander introduced a new retail model. It gives dealers full authorization for sales, delivery and service while reducing inventory pressure. The initial rollout covers 50 cities with more than 60 stores. The goal is 100 stores across 60 cities by the end of 2026.
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