The iconic Land Rover Freelander name is making a comeback, but with a major transformation. After being discontinued for nearly a decade, the Freelander has been revived as a standalone electric SUV brand through a joint venture between Jaguar Land Rover (JLR) and Chinese automaker Chery. This new Freelander brand will operate independently from Land Rover, marking a significant shift in strategy.
The first model under this new brand is previewed by the Freelander Concept 97, unveiled in China in late March 2026. The design pays tribute to the original 1997 Freelander, featuring a distinctive diagonal C-pillar that recalls the early short-wheelbase model’s removable hardtop. The concept SUV blends classic Land Rover styling cues with modern touches, including pixelated LED headlights and a sleek aluminum trim. However, it no longer carries the Land Rover badge, emphasizing its separate identity.
Underneath its rugged exterior lies advanced technology. The Freelander brand utilizes an 800-volt electrical architecture capable of supporting fully electric (BEV), plug-in hybrid (PHEV), and range-extender electric vehicle (EREV) powertrains. The platform is based on Chery’s next-generation modular design and production will take place at the Changshu plant in China, which previously manufactured the Land Rover Discovery Sport and Range Rover Evoque.
Inside, the concept SUV features a spacious three-row layout accommodating six passengers with innovative seating arrangements. The interior is equipped with cutting-edge technology such as a panoramic digital display stretching across the dashboard, Qualcomm’s Snapdragon 8397 processor, and Huawei’s advanced driver assistance system with LiDAR sensors. While some concept elements like suicide doors may be revised for production, the overall look is expected to remain close to what was revealed.
The Freelander brand plans an aggressive rollout with six new models set to launch over the next five years. Initially targeting the Chinese market, these vehicles will eventually be introduced globally, including Europe. Each market will receive variants tailored to local regulations and customer preferences. Despite this global ambition, experts believe the new Freelander is unlikely to enter North America due to import tariffs.
Freelander’s CEO Wei Lan highlighted that this venture aims to create “a world car for the world,” blending British design heritage with China’s new energy technology strengths. This revival not only reintroduces a beloved nameplate but also positions Freelander as a competitive player in the growing electric off-road SUV segment.
As Land Rover focuses on premium models like the Defender and Range Rover, the new Freelander brand fills an important gap by offering mid-priced electric SUVs designed for versatility and adventure. With bold styling, advanced electrification, and a global vision, Freelander could soon become a familiar name once again on roads worldwide.
