Tata Motors-owned Jaguar Land Rover is gearing up to resurrect its iconic Freelander SUV as an electric vehicle model for the highly competitive Chinese market, Bloomberg reports.
JLR to challenge BYD with new Freelander EVs
Jaguar Land Rover formally halted the production of the Freelander SUV 10 years ago.
According to JLR’s announcement at its Investor Day 2024 on Tuesday, it will revive the four-wheel-drive SUV as a battery-electric vehicle model to compete in the world’s largest auto market.
The upcoming Freelander electric SUV seeks to compete with current market leader BYD. It also aligns with the automaker’s plans to revitalize the brand amid the industrywide shift to electric vehicles.
JLR teams up with Chery for joint production
According to the report, JLR officially inked a letter of intent to license the new Freelander brand with Chinese partner Chery Automotive in order to develop a new lineup of models.
The new brand will expand the joint venture formed by JLR and Chery, dubbed CJLR.
JLR Chief Executive Adrian Mardell asserted that the new alliance, “combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.”
As part of the proposed deal, CJLR will build electric vehicles under the Freelander brand using Chery’s production factories and components.
The new Freelander EVs will “initially be sold in China,” with the JV planning to gradually export them across the world.
Competition
JLR seeks to compete with Chinese NEV giant BYD and other players in China.
While it has steadily advanced in the region over the past 6 years, the Chinese luxury segment is also growing rapidly.
For instance, BYD previously launched its Yangwang luxury brand to ride on the growth of the luxury market. It officially kicked off customer deliveries for its debut model in December 2023.
The Yangwang U8 off-road SUV starts at more than $150,000 (1,089,000 yuan). In February 2024, it introduced the Yangwang U9 electric sports car.
On the other hand, the waitlist for Range Rover Electric has surged twofold in recent months, signaling strong demand. For context, it is the brand’s first-ever electric vehicle offering.
By electrifying the Freelander, Tata Motors seeks to boost its profitability in the electric vehicle industry. It also aligns with the Indian automaker’s “Reimagine” strategy, with 60% of Land Rover models set to be electric by the end of the decade.
JLR and Chery have yet to disclose more details about the Freelander brand, including the price range of its upcoming models.
