The FREELANDER brand was officially introduced in Shanghai, marking a new phase in the collaboration between Chery Automobile and Jaguar Land Rover (JLR). The debut included the unveiling of a concept vehicle, referred to as “Concept 97,” which offers an early look at the design direction for future models.
FREELANDER is being developed as part of the long-standing Chery JLR joint venture, combining Chery’s manufacturing and technology capabilities with JLR’s design and engineering experience. The brand is expected to focus on electrified SUV models, with initial activity centered in the Chinese market.
Senior representatives from both companies attended the launch event, including executives from JLR and Chery, alongside partners and dealers.
Brand and Development Plans
FREELANDER will operate with dedicated teams across design, research and development, and manufacturing within China. Production is expected to take place at the Chery Jaguar Land Rover facility in Changshu, which has undergone recent investment to support electrified vehicle production.
The brand’s early strategy is focused on developing a range of electrified SUVs over the coming years. Initial rollout plans are concentrated in China, including the gradual expansion of a retail and service network.
Concept 97 Preview
The Concept 97 vehicle presented at the launch is a design study that reflects FREELANDER’s intended styling and technology direction. The concept incorporates design cues inspired by the original Freelander model, alongside updated elements such as simplified exterior surfaces and a modern lighting signature.
Inside, the concept emphasizes space, visibility, and a technology-focused cabin environment, combining digital interfaces with a minimalist layout. As a concept vehicle, these features are indicative and may evolve in future production models.
Phil Simmons, Director of the FREELANDER Design Hub, said the concept is intended to explore a balance between urban usability and the brand’s SUV heritage.
Technology and Partnerships
FREELANDER indicated it is working with a range of technology and supply partners in areas such as battery systems, connectivity, and in-vehicle computing. Specific configurations and partnerships may vary by market and model.
Retail and Production
Vehicles are expected to be manufactured at the Changshu facility, with additional investment supporting new energy vehicle production lines. The brand also outlined plans to establish a retail and service presence across major Chinese cities over time.
FREELANDER’s debut represents an early step in the development of a new electrified SUV brand under the Chery JLR partnership, with further details on production models expected at a later stage.
