► JLR confirms return of Freelander name
► Announced during 2025 Investor Day
► Initially for Chinese market, but ‘potential’ for global launch
Jaguar Land Rover has announced that it intends to resurrect the Freelander name, launching a new range of electric SUVs using the marque. The announcement has been made at JLR’s 2025 Investor Day via Qing Pan, president of JLR China.
The name comes back as JLR works with Chery, the Chinese car maker, to build its footprint in the world’s largest car market.
‘The Freelander is set to return,’ says Pan. ‘Under our joint venture with Chery, the new vehicles will reflect the ambition to break free from convention, with innovative engineering, leading ADAS features and more smart features as well. The new Freelander will cater to freedom seeking customers who are young at heart, and looking for moments of joy.’
‘Initially it will launch in China – the worlds largest EV market – and it holds the potential for global expansion,’ Pan adds. ‘This represents a bold step into a different segment, complementing our existing JLR business and unlocking growth.’
Pan also confirms that the new Freelander will launch on a ‘flexible’ battery-electric architecture, with the first model coming ‘in the second half of 2026. Indeed, the new models will use a Chery platform and powertrain.
‘It’s a full-size SUV echoing the original spirit of the Freelander, but brought up to date with a design to appeal to the discerning, technologically-savvy Chinese consumer,’ he adds.
That’s not all, though. Pan confirmed that the Freelander name – like Defender, Range Rover and Discovery – will become a family of models.
In June 2024, JLR had already confirmed that it is ramping up its joint venture with Chery ‘for the next era of electrification.’ Then, JLR CEO Adrian Mardell, said: ‘We believe that working together to develop new models of collaboration for the world’s largest and fastest‑growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.’
We’ll update this story when we know more.