During the Concept 97’s global reveal, Freelander global CEO Wen Fei, said: “In 2024, JLR and Chery signed a strategic cooperation agreement, establishing our commitment to deploy a new brand, adopt a new model, and wage a new campaign on the global stage.
“Freelander shall stand as an independent brand in its own right, to bear a new mission for a new era. [It will] address a new generation of discerning customers and take its rightful place at the pinnacle of global premium.
“To precisely address the demand of global markets, we have established a product roadmap that is as ambitious as it is capable of delivery,” Fei added.
“This is not a blueprint to be admired from a distance, but a declaration to the world: Freelander will conquer every market with the most formidable product capability on earth.
“Beginning in 2026, we will introduce a matrix of all-new models over five years, spanning large and full-size SUV segments, each endowed with SUV capability and compatible with extended-range, plug-in hybrid and pure-electric powertrains. This breadth is designed to serve the diverse needs of markets across the globe. Our inaugural model will make its world debut in China in the second half of this year.
“Thereafter a new model will follow every six months; a relentless cadence of innovation designed to ignite global markets and establish Freelander as the defining leader in premium SUVs for the new-energy era,” he said.
Prices and market positioning for the new Freelander haven’t been announced for the Chinese market – aside from the fact the brand will operate in the “premium” space. Historically, the Freelander name has been attached to affordable, go-anywhere SUVs, suggesting the new model should undercut the current Defender, which starts from around £60,000.
Of course, exchange rates and export costs would see a significant premium placed on local prices in China if the car was offered in the UK and Europe.
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