Remember the old Land Rover Freelander back in the 2000s? It appears that this compact SUV sub-brand has now been revived by China’s Chery in collaboration with Jaguar Land Rover (JLR).
The new Freelander marque also unveiled its first-ever concept model known as the Freelander Concept97, featuring a bold and boxy SUV bodystyle that houses an all-electric powertrain.
Traditional Luxury Automotive Heritage with Futuristic NEV Technology
The Freelander brand itself has already become independent since 2024, with the new direction set up by both Chery and JLR to blend traditional luxury automotive heritage with China’s local new energy vehicle (NEV) technologies.
These qualities are said to be exemplified in the new Concept97, as the EV concept underpins Chery’s self-developed T1X architecture, known for its flexibility and scalability regardless of powertrain nature or vehicle sizes. The company further added that its future lineup will also include pure electric (BEV), plug-in hybrid (PHEV), and even range-extender powertrain options.
While its powertrain specs remain rather scarce for now, Freelander pointed out that the production version of the Concept97 will feature a new “Freevoy Range-Extended Hybrid Battery” that can support up to 6C supercharging capabilities at a 360 kW rate. Also primed here is Freelander’s proprietary i-ATS intelligent all-terrain system that can intelligently adapt to various all-terrain conditions, the company claims.
As for the heritage part, the Concept97 was designed under the guidance of JLR’s Chief Creative Officer, Gerry McGovern, where the concept is said to inherit the DNA of the original Freelander while presenting a more youthful and dynamic aesthetic.
This can be seen on its classic boxy silhouette, with key design highlights including a square headlight cluster, prominent Freelander lettering on both ends, a unique B-pillar-less bodystyle with suicide-style door openings, and many more.
Positioned as a mid-to-large six-seater SUV, the Concept97 is not a small car, spanning over 5,100 mm in length and having a wheelbase greater than 3,000 mm. Its 2+2+2 seating configuration includes a second-row right seat with a zero-gravity mode for ultimate comfort, while its dual-screen infotainment suite will be powered by the Qualcomm Snapdragon 8397 flagship chip.
An Independent Entity from JLR & Chery
While both Chery and JLR were involved in the revival of the Freelander brand, the marque is said to be operated independently from its two parents, meaning that it will neither belong to JLR’s existing family brands nor Chery’s vast brand portfolio.
Freelander’s global headquarters is established in Shanghai, complemented by a comprehensive global layout that includes the Gaydon Design Centre in the UK, a Shanghai Design Centre, a Suzhou Research Institute, and a Changshu Intelligent Manufacturing Base.
As the brand already secured its NEV production qualification in late-2025, Freelander is ready to launch its first production model in the near future, with its production scheduled to commence at the Changsu plant by the end of 2026.
Right after making its Chinese debut this year, the Freelander brand will then expand its wings to the rest of the global automotive market, with six models already in a pipeline for launch within the next five years.
