The new Freelander brand is part of JLR’s broader strategy to strengthen its position in China, the brand’s largest market by volume.
18 Nov 2025 | 2824 Views | By Akbar Merchant
Jaguar Land Rover has confirmed that an all-new Freelander SUV, developed specifically for the Chinese market, will make its debut in the coming months. It will be the first model from the newly revived Freelander sub-brand, created through JLR’s long-running joint venture with Chery.
The revival of the Freelander ...
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Jaguar Land Rover has confirmed that an all-new Freelander SUV, developed specifically for the Chinese market, will make its debut in the coming months. It will be the first model from the newly revived Freelander sub-brand, created through JLR’s long-running joint venture with Chery.
The revival of the Freelander name first surfaced in mid-2024, when JLR announced plans to build a new range of models under the badge at the Chery Jaguar Land Rover (CJLR) plant in Changshu. This facility currently produces the Land Rover Discovery Sport and Range Rover Evoque, though production of these models will end this year.
The new Freelander range is part of JLR’s broader strategy to strengthen its position in China, the brand’s largest market by volume. Unlike Jaguar, Defender, Discovery, and Range Rover — the company’s “House of Brands” — Freelander will operate as a separate, more accessible sub-brand, sold through its own Chery-run dealer network.
The first model in the reborn Freelander family is expected to be a plug-in hybrid SUV, built on Chery’s T1X platform, which also underpins models from Jaecoo, Omoda, and Chery. Chery is developing the range on an in-house “flexible” architecture tailored for electrified vehicles.
According to JLR China president Qing Pan, the SUV will “echo the original spirit of Freelander, but bring it up to date to appeal to discerning, technologically savvy Chinese consumers.”
Design details remain under wraps, but our sister publication Autocar UK understands the debut model will combine chunky off-road cues with a Porsche Macan-style coupé silhouette. Styling will be shaped jointly by JLR and Chery’s design studios. Whether it leans closer to traditional Land Rover DNA or adopts a China-specific identity — similar to Audi’s approach in the region — remains to be seen.
The new Freelander line will target a segment below JLR’s imported premium models like the Range Rover, Range Rover Sport, and Defender, ensuring minimal internal competition in China.
Although initially exclusive to China, the brand does have “potential for global expansion,” Pan previously noted. However, exporting Chinese-built Freelanders to Europe or the UK could risk cannibalising upcoming entry-level JLR models based on the company’s new EMA EV platform — a factor that may limit its international rollout.
JLR confirmed during its quarterly results briefing on 14 November that the new Freelander is nearly ready for a public unveiling, hinting at a possible debut as early as January.