With a joint Chinese-British effort, Jaguar Land Rover and Chery want to revive one of the most beloved names in off-road history - the Freelander. Instead of just a model in the Land Rover range, however, the name returns in 2026 as a fully independent automotive brand. This bold move is the result of the collaboration between Jaguar Land Rover (JLR) and Chery, who decided to dust off the legend, but with a radically different strategy. The initial plans to focus on China have undergone an unexpected turn and now the Middle East is emerging as a “springboard“ for the global expansion of the new brand.
The grand premiere is scheduled for April 2026 during the Beijing Motor Show, where we will see the first child of this industrial marriage. Forget the compact SUV we've known since the late 90s - the new Freelander will be an impressive 5.1-meter-long SUV. Under its metal sheets will be Chery's modern modular E0X platform (used for the luxurious Exeed models), and the interior will offer three rows of seats in a comfortable 2+2+2 configuration. With a power of 553 horsepower and a hybrid drivetrain, the car promises to be as brutal on the road as it is intelligent thanks to level 2 autonomy systems.
It is also interesting that the design of the new models has been entrusted to JLR's chief creative officer, Jerry McGovern - the man who was behind the original Freelander in 1997. The goal is clear: to preserve the British spirit and adventurous character, but wrapped in Chinese "packaging". In addition to hybrids, the range will also include fully electric versions that will take advantage of Chery's 800-volt architecture for lightning-fast charging.
It seems that JLR has found the perfect way to fill the gap left by the price hikes of the Defender and Discovery. The Freelander will not be sold in the shiny showrooms next to the Range Rover, but will have its own network aimed at younger and more technologically-minded customers. If all goes to plan, after the Middle East, the brand will likely knock on the doors of Europe, offering luxury and off-road capabilities at a much more reasonable price.