Gasgoo Munich- Addressing the "Brand Breakthroughs in the New Joint Venture Era" session at the 2026 China Auto Forum on July 22, FREELANDER Global CEO Wen Fei made a statement. The automotive industry has entered a period of disruption and reconstruction driven by intelligent electrification.
He noted the sector's fundamental transformation is defined by three major shifts. Intelligent electrification is reshaping technology roadmaps. China's new energy and smart supply chains are redefining automakers' system capabilities. Additionally, a wave of globalization is restructuring the industrial landscape. To navigate this upheaval, joint venture brands must adopt entirely new models and architectures to secure their future.
Image source: 2026 China Auto Forum
Wen Fei pointed out that FREELANDER is a standalone brand built from the ground up. It is based on a "Joint Venture 3.0" model. Unlike the "follower" mindset of the JV 1.0 era or the "empowerment" phase of JV 2.0, the core of JV 3.0 is a comprehensive overhaul. This covers technology roadmaps, supply chains, sales, delivery, and service systems, and organizational efficiency.
In 2024, Chery and Jaguar Land Rover signed an agreement to elevate FREELANDER into an independent global brand. Both parties contributed their best resources. JLR provides original design, premium positioning, and its accumulated all-terrain data. The Chinese team integrates China's leading intelligent and new energy supply chains. The Changshu plant has invested more than 3 billion yuan in a comprehensive smart manufacturing upgrade. The final internal-combustion Range Rover Evoque rolled off the line in late March.
Regarding product strategy and global expansion, Wen Fei revealed that FREELANDER's first model will debut in China in August. Each vehicle is developed under a "1+3" framework. This aligns a single Chinese base version with international left-hand drive, European Union, and right-hand drive variants. This approach ensures compliance with standards in over 180 major global markets. The first right-hand drive model for overseas markets will launch in the Middle East between late this year and early next year.
Wen Fei emphasized: "Global cars aren't simply sold — they are grown from the roots of the R&D system."
