The joint venture formed by Chery and Jaguar Land Rover officially presented the Concept 97, the first model of the new Freelander sub-brand, which now assumes an independent identity. The vehicle was revealed at China and marks the return of a historic name, but with a technical proposal completely focused on the new era of sustainable mobility. The project uses the Chinese manufacturer’s technological base to bring to life a line of sports utility vehicles that combine British design DNA with state-of-the-art electrified propulsion systems.
The manufacturers’ strategy focuses on the energy transition and filling gaps left by models that will end production in the coming years, such as the Discovery Sport and the Range Rover Evoque. The new SUV will be produced at the Changshu manufacturing unit, the result of collaboration that began in 2012, and will have the following initial technical characteristics:
- Use of the T1X modular platform adapted for new energy vehicles;
- 100% electric (BEV) and plug-in hybrid engine options with range extender (EREV);
- Digital architecture equipped with high-processing Qualcomm processors;
- Integration of advanced assisted driving systems provided by Huawei.
Historic rescue and robust design of the new sports utility vehicle
The look of the Freelander Concept 97 draws direct inspiration from the first generation of the model launched in the 1990s, featuring straight lines and a square silhouette that reinforces robustness. The design was developed at Jaguar Land Rover’s global hub at Inglaterra, ensuring the aesthetic respects the brand’s legacy while introducing modern elements such as high-definition LED optical arrays. The flared fenders and flat roof give the model an imposing presence, differentiating it from the more fluid lines of the current Range Rover family.
The new Freelander brand will be positioned between the entry-level models of Chery and the luxury vehicles of Jaguar Land Rover, offering a premium product with a focus on technology. The interior of the concept revealed a minimalist environment with large suspended digital screens, following the digitalization trend in the Asian market. Essa approach aims to attract young consumers and managers looking for total connectivity and a vehicle capable of moving between urban use and light off-road forays.
Technological platform and partnership with electrification giants
The technical basis of the new Freelander is one of the central points of the collaboration, using Chery’s experience in electrified architectures to accelerate the development of the SUV. The model will be the first to feature an 800V high voltage platform, allowing ultra-fast recharges that are essential for competitiveness in the electrical segment. Além Furthermore, the strategic partnership involves battery supplier CATL, ensuring superior energy density and extended autonomy for versions that use only electricity.
The vehicle’s electronic architecture will be operated by the Huawei Qiankun system, integrating high-resolution sensors and an 896-line LiDAR laser radar. Esse set of hardware allows the SUV to map the terrain with millimeter precision, raising the level of safety and driving automation. The choice of these components reflects the need to offer a technologically advanced product for the Chinese market, which will serve as a laboratory before the brand’s global expansion.
Market strategy and replacement of current models
The launch of Freelander as an independent brand is part of a profound restructuring of Jaguar Land Rover’s operations at China. The decision to use the name Freelander aims to capitalize on the global recognition of the nomenclature, facilitating acceptance of the product in international markets in the future. Inicialmente, sales will be concentrated in Chinese territory through an exclusive distribution network, separate from traditional JLR dealerships that operate under the “house of brands” concept.
The arrival of this new SUV will fill the factory’s production capacity of Changshu, which will stop producing models Discovery Sport and Evoque by the end of 2026. Essa movement indicates that the Freelander will assume the role of the group’s volume SUV, offering greater interior space, with expected configurations of up to six seats. The unification of components with the Chery product line allows a significant reduction in production and maintenance costs, making the vehicle more affordable without giving up its premium status.
Innovation in sensors and real-time terrain perception
The Concept 97 stands out worldwide for being one of the first utility vehicles to integrate dual-lens cameras for active ground perception while driving. Esse system works in conjunction with the adaptive suspension to adjust the vehicle’s response as road irregularities are detected by sensors. Onboard artificial intelligence processes data in real time, optimizing energy consumption and occupant comfort in different weather and driving conditions.
The integration of cutting-edge Chinese technology with British suspension engineering promises to deliver superior driving dynamics to direct competitors. The focus on new energy vehicles (NEVs) allows the Freelander to deliver instant torque and quiet operation, features valued in dense urban centers. With the E0X platform also being considered for future variations, the hardware ecosystem will be one of the most flexible in its category.
Dimensions and capabilities of the new electrified SUV
The new Freelander has generous dimensions, measuring approximately 5.1 meters in length, which puts it in a superior category in terms of internal space. The 2+2+2 seating configuration is designed to offer maximum comfort, especially on long-distance journeys. The trunk and internal storage solutions were optimized to serve families who require versatility and practicality in their everyday lives.
Engineering focused on keeping the rear overhang short and the hood high, features that not only refer to the Range Rover Sport, but also improve the entry and exit angles. Mesmo being a vehicle focused on urban electrification, the structure was reinforced to guarantee the expected durability of a model that carries the Freelander emblem. The expectation is that the production versions maintain most of the innovations presented in the concept, consolidating the brand as a reference in automotive innovation.