In partnership with Chery, Jaguar Land Rover revives Freelander as EV

By Moses Akaigwe

After a decade of discontinuing the production of its Freelander model, Jaguar Land Rover (JLR), the luxury car brand owned by Tata Motors, is set to reintroduce the SUV as a made-in-China electric vehicle.
This revival comes through a strategic licensing agreement with its Chinese joint venture with Chery Automobile, aiming to tap into the rapidly expanding Chinese luxury electric vehicle market.
ET Auto and MotorBeam report that the 50/50 collaboration aims to enhance CJLR’s (Chery Automobile Company Ltd) product portfolio in China’s auto market.
JLR and Chery have signed Letter of Intent to strengthen its 12 year old collaboration. Under this collaboration Chery, who already has its strong presence in China will bring its technology and product development, while JLR will bring its design and brand development.
This JV will manufacture an advanced portfolio of EVs based on Chery’s EV architecture, exclusively under the Freelander name, the company stated.
Reviving of Freelander
JLR’s Freelander which was produced from 1997-2015, land later discontinued, is going to be reborn independent from both JLR and Chery’s existing portfolio.
For the time being, it will be sold in China, will later be globally exported.
China is one of the biggest EV markets with its inborn brands such as BYD, Nio, and Li Auto. In this market, JLR is aiming to create its space in the premium car manufacturer segment with the help of Chery.
In FY24, JLR China has achieved a strong performance for its import and domestic business. JLR will be focusing on implementing a house of brands to provide modern experience and enhance the local user experience.
To maximise the local opportunity in China, the company is going to leverage the country’s resources, engineering tools, and supply chain
The partnership between JLR and Chery on the rebirth of the Freelander as an EV is a development that will be followed keenly in the Nigerian Automotive market mainly because of the successful inroad of the Chinese brand has been making since it’s reintroduction through Chery Nigeria, especially with its unique after-sales/warranty package .

Chery Nigeria, which is an automobile company resulting from the partnership between Carloha Nigeria Ltd and Chery Automobile Co., Ltd, China, has been setting off ripples in the Nigerian market with its impressive product portfolio that features Tiggo 2 Pro, Tiggo 4 Pro, Tiggo 7 Pro, and Tiggo 8 Pro.
All the vehicles are being backed with an irresistible Six Years Free Service and Warranty.

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