Freelander returns as electric SUV – but not as a Land Rover

The Freelander name is back, but not in the way many will remember. The new model has been revealed as an electric SUV under a joint venture between Jaguar Land Rover and Chery – and it won’t wear a Land Rover badge.

Shown as the Concept 97, it’s the first model from Freelander as a standalone brand, with sales set to begin in China before a planned European rollout. It’s built on a new electric platform that can support both fully electric and hybrid powertrains, giving it flexibility as the market evolves.

Visually, there are clear nods to the original Freelander, but the new version leans more towards a modern SUV shape. It sits somewhere between rugged and road-focused, closer in size and presence to something like the Land Rover Defender, but aimed more at everyday use than serious off-roading.

That’s what makes this interesting. It’s a familiar name, but developed through a partnership with one of China’s fastest-growing manufacturers – the same group behind Omoda and Jaecoo, which are already undercutting established brands in the UK.

Whether this new Freelander can capture the same appeal as the original is still to be seen, but it does raise a bigger question. As more collaborations like this emerge, will future SUVs blend heritage and new-market scale rather than stick to one or the other?

Similar Stories

Back to blog