Freelander NEV Brand Debuts with Concept 97 and Global Expansion Strategy

New-energy-focused automotive brand jointly introduced by Chery Automobile Co Ltd and Jaguar Land Rover, marking a strategic expansion into global electrified mobility. Announced in China, the brand positions itself in the premium NEV segment, leveraging advanced technologies and global engineering collaboration. The unveiling highlighted a strong emphasis on innovation, combining electrification, intelligent systems, and global market readiness within a single brand identity.

Concept 97 Showcases Advanced NEV Technologies

Concept 97 stands as the first demonstration vehicle under the Freelander NEV brand, integrating next-generation automotive technologies across powertrain, battery, and intelligent driving domains. The vehicle features an 800V range extender system alongside the Freevoy Super Hybrid battery developed with CATL, enabling improved efficiency and extended range capabilities. Advanced driver assistance is powered by Huawei ADS 4.1 with an 896-line LiDAR system, while computing performance is supported by the Qualcomm Snapdragon 8397 automotive-grade chip, reinforcing the brand’s commitment to high-end intelligent mobility solutions.

Manufacturing and Investment Strategy

Production for Freelander vehicles will take place at the CJLR Changshu Plant, which has undergone significant upgrades to support intelligent NEV manufacturing. An investment exceeding CNY 3 billion has been allocated to modernize production lines, ensuring compatibility with electrified powertrains and digital manufacturing processes. This facility plays a central role in enabling scalable production while maintaining quality and technological consistency, supporting both domestic and international supply requirements.

Product Roadmap and Global Expansion

Freelander plans to introduce a diversified NEV portfolio, including range-extended electric vehicles, plug-in hybrid electric vehicles, and battery electric vehicles. Between 2026 and 2030, the brand aims to launch six models globally, maintaining a cadence of one new vehicle every six months. Development activities will be synchronized across Chinese and international markets, with the first production model scheduled for launch in China during the second half of 2026, followed by gradual expansion into global regions.

Global Operational and Innovation Network

A comprehensive global operational structure supports Freelander’s ambitions, including headquarters in Shanghai and a global design center in Gaydon, UK. Additional design and research capabilities are based in Shanghai and Suzhou, enabling integrated development across styling, engineering, and innovation. This distributed network ensures alignment with global market demands while maintaining localized expertise, strengthening the brand’s competitiveness in the evolving NEV landscape.

Retail and Customer Experience Expansion

Freelander is also building a dedicated retail and customer engagement ecosystem, beginning with its first global experience center in Suzhou. The brand aims to establish 100 stores across 60 cities in China by 2026, creating a strong physical presence to support customer interaction and brand visibility. This strategy aligns with its premium positioning, focusing on immersive customer experiences and direct engagement as key differentiators in the competitive NEV market.

Frequently Asked Questions

What is the Freelander NEV brand and who developed it?
Freelander NEV brand is a new automotive brand jointly developed by Chery Automobile and Jaguar Land Rover, focusing on premium new energy vehicles with global market ambitions. The collaboration combines Chery’s manufacturing scale and NEV expertise with Jaguar Land Rover’s premium design and engineering capabilities. This partnership aims to deliver advanced electrified vehicles equipped with cutting-edge battery systems, intelligent driving technologies, and global design standards, targeting both Chinese and international markets.

What technologies are featured in the Freelander Concept 97?
Freelander Concept 97 integrates several advanced technologies, including an 800V range extender system, CATL-developed hybrid battery, Huawei ADS 4.1 driver assistance with LiDAR, and Qualcomm Snapdragon automotive chipset. These features enhance performance, driving range, and intelligent capabilities, positioning the vehicle as a high-tech NEV solution. The combination of electrification and digital technologies reflects the brand’s focus on innovation, safety, and premium user experience in future mobility solutions.