New Freelander Brand Debuts Globally With Concept 97 Electric SUV

The Global Resurrection of the Freelander Brand

On March 31, the automotive landscape witnessed a significant shift as Chery Jaguar Land Rover officially presented the global premiere of the "FREELANDER" (Chinese: 神行者) brand. This joint-venture initiative reclaims a storied nameplate from the Land Rover lineage, repositioning it as a dedicated high-end New Energy Vehicle (NEV) brand. Alongside the brand announcement, the company showcased its first flagship prototype, the Concept 97, which is positioned as a rugged, "hardcore" intelligent SUV designed to bridge the gap between traditional off-road capability and modern electrification.

The strategic roadmap for Freelander is aggressive, with a product planning cycle that envisions the launch of six major models over the next five years. The company intends to maintain a high-frequency release schedule, introducing a new vehicle every six months. This product offensive will target the mid-to-large and full-size SUV segments, ensuring a broad footprint in the luxury market.

Cutting-Edge Technology and Supply Chain Synergy

The Freelander brand is leveraging top-tier Chinese technology suppliers to ensure its competitiveness in the intelligent era. The first production model, derived from Concept 97, will be equipped with the latest generation of the Huawei Qiankun intelligent driving system. This partnership brings advanced perception and autonomous capabilities to the rugged SUV segment. Furthermore, the vehicle will feature the "Freevoy" (骁遥) hybrid/extended-range battery, a power solution co-developed by CATL and the Freelander engineering team specifically for versatile off-road duty cycles.

Processing power for the digital cockpit will be anchored by flagship Qualcomm Snapdragon chips, ensuring a seamless and high-performance user interface. In terms of propulsion, Freelander will not limit itself to a single energy path; instead, it will offer a multi-pronged approach including pure electric (BEV), plug-in hybrid (PHEV), and extended-range electric vehicle (EREV) configurations. This versatility is designed to meet the varying infrastructure demands of global markets.

Production Logistics and Global Ambitions

Manufacturing for the new brand will be centralized at the Chery Jaguar Land Rover facility in Changshu, China. This facility already adheres to high global quality standards, having produced several Jaguar and Land Rover models for the domestic market. The first production vehicle is scheduled for a domestic debut in China during 2026 H2.

*(Exchange rate: RMB 6.9 = USD 1)*