Chery and Jaguar Land Rover (JLR) recently announced a new partnership to produce electric vehicles under the Freelander brand in China. This collaboration builds upon their longstanding relationship and joint venture, aiming to enhance CJLR’s product offerings in the rapidly growing market of electrification in China.
The agreement will see CJLR shifting its focus towards manufacturing a range of advanced electric vehicles based on Chery’s EV architecture, exclusively under the Freelander name. This marks a strategic move for CJLR, as Freelander will be revitalized as a brand under license from JLR, distinct from both Chery’s current lineup and JLR’s luxury House of Brands.
The Freelander brand, previously a successful Land Rover vehicle produced between 1997 and 2015, will be reintroduced as a line of mainstream electric vehicles designed in collaboration with Chery and JLR’s Creative teams. Initially targeted for the Chinese market, these vehicles will eventually be exported globally. Production will take place at CJLR’s existing facility in Changshu.
Adrian Mardell, CEO of JLR, expressed his enthusiasm for the partnership, highlighting the company’s commitment to China and its dedication to developing innovative collaborations in the electric vehicle market. He believes that combining the appeal of the Freelander brand with new models of collaboration will pave the way for an exciting future for CJLR.
Yin Tongyue, Chairman of Chery Group, also shared his optimism about the collaboration, describing it as an innovative partnership that merges Chery’s EV technology with the unique charm of the Freelander brand. He is confident that this combination will offer consumers in China and globally a distinctive electric vehicle experience.
The joint venture between Chery and JLR represents a significant step towards capitalizing on the growing demand for electric vehicles in China. By leveraging their respective strengths and expertise, both companies are poised to make a meaningful impact in the evolving landscape of electric mobility. This collaboration not only demonstrates a strategic move towards sustainability but also sets the stage for future growth and innovation in the electric vehicle market.