- By Divanshi Sharma
- Thu, 20 Jun 2024 11:15 AM (IST)
- Source:JND
Jaguar Land Rover (JLR), the luxury car brand owned by Tata Motors, is set to bring back its Freelander model as an electric vehicle in China. This reintroduction is part of a strategic licensing deal with its Chinese joint venture partner, Chery Automobile, aiming to enter the growing Chinese luxury electric vehicle market. JLR has not revealed any plans as of now to introduce the Freelander lineup in India. However, these EVs will initially be available in China, with plans to expand to global markets later.
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The Freelander, originally a Land Rover model produced from 1997 until 2015 and replaced by the Discovery Sport in 2016, will be reborn as an electric vehicle. The CJLR Joint Venture, formed by JLR and Chery, will produce a range of advanced electric vehicles based on Chery’s EV technology, exclusively using the Freelander name. The partnership will combine Chery’s strong presence in China with JLR’s design expertise and brand heritage. This initiative is expected to strengthen JLR’s position in China’s rapidly expanding EV market, especially in the premium segment.
JLR announced that the new Freelander lineup would offer a variety of “mainstream” electric vehicles. Production of the new Freelander EVs will take place at CJLR’s facility in Changshu. JLR stated that this project will operate independently from JLR’s other brands and Chery’s current product line.
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Adrian Mardell, CEO of JLR, expressed enthusiasm about the partnership, saying, “We believe that collaborating on new models for the world’s largest and fastest-growing EV market, combined with the Freelander brand’s appeal, promises an exciting future for CJLR.” Reviving the Freelander as an electric vehicle aligns with JLR’s strategy to expand in the global EV market, leveraging its brand strength and partnering with local companies like Chery to compete effectively in China.