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The Freelander name is making a comeback after more than a decade, but its return marks a significant shift from its original identity. Once a compact SUV within the Land Rover lineup, the Freelander has been revived as an independent electrified vehicle brand through a joint venture between Jaguar Land Rover (JLR) and Chinese automaker Chery.
Rather than reintroducing the vehicle under the Land Rover badge, the two companies are positioning Freelander as a separate marque focused on a new generation of electrified SUVs, with global ambitions but an initial focus on the Chinese market. The revival is led by the Concept 97, a name that references the original Freelander’s debut in 1997. Although the new vehicle does not carry Land Rover branding, its styling retains visual cues associated with the brand’s off-road heritage.
Designer: Freelander
The concept features a boxy silhouette, upright stance, and rugged proportions reminiscent of classic Land Rover SUVs, while also integrating modern lighting elements and a more futuristic design language. Details such as the angled D-pillar nod to the three-door Freelander from the late 1990s, blending nostalgia with contemporary aesthetics. The project represents a deeper collaboration between JLR and Chery, combining British design expertise with Chinese electric-vehicle technology and manufacturing capabilities.
JLR contributes design direction and brand heritage, while Chery provides the underlying platforms, powertrain technology, and large-scale production. The vehicles will be produced at the Chery-Jaguar Land Rover joint-venture facility in Changshu, China, which will become the manufacturing base for the new lineup. Unlike the original Freelander, which relied on traditional internal-combustion engines, the reborn lineup is centered on electrification. The new models are expected to use an advanced 800-volt platform capable of supporting multiple powertrain configurations, including fully electric vehicles, plug-in hybrids, and range-extended electric systems.
This flexibility allows the brand to adapt to varying market demands and regulatory environments while maintaining a focus on off-road capability and performance. On the Inside, Concept 97 emphasizes a technology-driven cabin designed for comfort and connectivity. The vehicle features a three-row layout with six seats, including a rear bench styled like a lounge couch. A pillar-to-pillar display runs along the base of the windshield, complemented by a large central infotainment screen. Advanced electronics play a major role in the user experience, with systems powered by Qualcomm’s Snapdragon 8397 chip and Huawei’s Qiankun intelligent-driving technology. This is assisted by a high-resolution LiDAR sensor for advanced driver-assistance features.
The Concept 97 is not intended to be a standalone showcase. Instead, it previews an entire product strategy built around a family of electrified SUVs. The Freelander brand plans to launch six production models over the next five years, beginning with a three-row SUV similar to the concept. These vehicles will initially target Chinese buyers before gradually expanding into international markets with region-specific models. What began as an entry-level Land Rover has now evolved into a standalone electric SUV brand, signaling how legacy automotive names are being reimagined for the rapidly changing landscape of global mobility.
Gaurav Sood
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