Land Rover’s Freelander Spun-Off as Chinese Brand

A new generation of Land Rover Freelander models are currently in development, with Chery given the responsibility of developing and manufacturing the vehicles.

Whereas the Freelander was previously part of Land Rover’s line-up – filling the small SUV segment – the Freelander name is said to be spun-off into its own sub-brand.

Sales and distribution is understood to be under Chery Jaguar Land Rover (CJLR) – a joint venture between Chinese and British carmakers. Though it’s worth remembering JLR is owned by India’s Tata.

While Land Rover said the new Freelander models will initially be sold in China, the company also confirmed the model will be built for global export markets.

However, while the vehicles have yet to be confirmed for our local market, it’s looking more likely Australia will be included, with CarSauce unearthing a trademark application for the Freelander name locally.

Despite Land Rover filing the trademark around the time of the Freelander announcement – in June 2024 – the application has only recently been published on the IP Australia registry.

“Freelander will offer a portfolio of electric vehicles for sale in China through a distinct retailer network, destined over time for global export,” a spokesperson for Jaguar Land Rover told CarSauce.

“The Freelander portfolio represents complementary growth, which is independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands.

{{AD}}

“Under the proposed new licensing agreement, the CJLR Joint Venture will pivot to produce an advanced portfolio of electric vehicles based on Chery’s EV architecture, exclusively under the Freelander name,” the spokesperson explained.

Overseas media reports the Freelander will be based on Chery’s EoX platform, which can support both electric and hybrid powertrains – supporting up to 413kW.

“There has not been any announcement that vehicles under the Freelander brand will be sold in Australia,” they added.

First launched in 1997, the Freelander was sold across two generations until its axing in 2014.

While the second generation was pitched as a smaller luxury SUV, the original version was pitched as a lifestyle soft-roader – a segment which became popular in the mid-to-late 1990s, with the launch of the Jeep Wrangler, Holden Frontera, Suzuki X-90, Daihatsu Feroza, and the Toyota RAV4, among others.