Jaguar Land Rover partners with Chery to develop all-electric Freelander-branded vehicles

Beijing (Gasgoo)- On June 19, Jaguar Land Rover announced the signing of a strategic cooperation agreement with Chery. This agreement authorizes Chery Jaguar Land Rover to use the Freelander brand for a new line of all-electric vehicles, which will be based on Chery's electric platform and manufactured at the Chery Jaguar Land Rover plant in Changshu.

Photo credit: Chery Jaguar Land Rover

Jaguar Land Rover stated that the Freelander brand will launch a series of electrified products in the Chinese market through a specific network and aims to expand to international markets in the future. Currently, Jaguar Land Rover comprises four brands: Range Rover, Defender, Discovery, and Jaguar. The announcement clarified that Freelander will be separate from Chery's existing product line and the four core brands of Jaguar Land Rover, representing a new strategic development phase for Chery Jaguar Land Rover.

The Freelander series is being developed by joint creative teams from Chery and Jaguar Land Rover, with the intention of establishing a new market position in China's rapidly growing new energy vehicle sector.

This collaboration with Chery on the electric vehicle platform significantly reduces Jaguar Land Rover's risk in further exploring electrification. By leveraging Chery's electric technology platform, the partnership quickly enhances the joint venture's electric vehicle lineup.

For Chery, this cooperation not only scales up its vehicle platform, reducing costs through economies of scale, but also enhances the brand's technological recognition by associating with a luxury brand like Jaguar Land Rover.