JLR and Chery Collaborates to Bring Freelander Back as an EV in China

Jaguar Land Rover (JLR) is reintroducing the Freelander in China through a partnership with Chery, aiming to strengthen CJLR's product portfolio and penetrate the Chinese electric vehicle (EV) market.

Freelander's Comeback

The Freelander, discontinued almost a decade ago, is being revived by JLR to drive growth in the premium automaker segment. The reintroduction targets China's market, as announced during the company's investor meet presentation.
Originally produced from 1997 to 2015, the Freelander will now be reborn independent of both JLR and Chery's existing portfolios. JLR and Chery have signed a Letter of Intent to enhance their 12-year partnership and bring electrification to the Freelander model in China.

Responsibilities

• Chery: Focus on technology and product development.
• JLR: Focus on design and brand development.
• Product Strategy: The partnership will produce an advanced portfolio of EVs based on Chery's EV architecture, exclusively under the Freelander name.

Strategic Goals in China

China, one of the largest EV markets with strong domestic brands like BYD, Nio, and Li Auto, presents significant opportunities for JLR.

Local Strategy

• JLR China has shown strong performance in FY24 for both import and domestic businesses.
• Implementing a "house of brands" to enhance the local user experience.
• Leveraging China's resources, engineering tools, and supply chain to maximize local opportunities.

EV Portfolio Expansion Plans

• JLR plans to launch three new Battery Electric Vehicles (BEVs) this year with in-house developed propulsion systems.
• The company aims for a 10% EBIT margin by FY26, focusing on transitioning to BEVs through Modular Longitudinal Architecture (MLA) and developing Halo products.
• Plans to launch multiple electric vehicles and expand retail presence in the US and UK in the coming years.

Carbike360 Says

Jaguar Land Rover's revival of the Freelander, through a strengthened partnership with Chery, positions them to capture a significant share of the burgeoning EV market in China. This strategic move, combined with their broader EV portfolio expansion plans, underscores JLR's commitment to innovation and market growth in the electric vehicle segment.