JLR and its Chinese partner Chery have confirmed that their jointly developed Freelander brand will be launched in the UK and Ireland, part of a wider phased rollout being staged across global markets.

The revived marque takes its name from the original Land Rover Freelander and has been positioned as a "British Premium Intelligent All-Terrain Brand". It is designed to combine what the two companies describe as the respective strengths of their parent businesses, with an emphasis on premium quality, everyday comfort and the kind of all-terrain capability long associated with the Land Rover name.

JLR retains ownership of the Freelander brand itself and has set up a dedicated Freelander Design Hub to oversee the look and feel of the range. Chery's role centres on providing the underlying intelligent technology systems along with access to its established global supply chain, allowing the venture to draw on manufacturing and component expertise built up by the Chinese firm.

The new brand is being promoted under a wider "Beyond the Legend" vision, with the companies stating that the aim is to translate British design heritage, intelligent technology and all-terrain performance into tangible experiences for customers in markets around the world. The UK and Ireland confirmation marks a significant step in that strategy, bringing the brand into one of its most symbolically important markets given the Freelander name's origins.

Leading the model line-up will be the Freelander 8, a large SUV measuring 5.1 metres in length. The vehicle is built around a plug-in hybrid powertrain delivering 626hp alongside all-wheel drive, positioning it firmly at the performance end of the SUV segment. It will also feature ultra-fast charging capability rated at 350kW, allowing for significantly reduced charging times compared with many rivals currently on the market.

The partnership between JLR and Chery reflects a broader trend of established Western manufacturers teaming up with Chinese automotive groups to combine design heritage and brand recognition with newer technology platforms and supply chain scale. For JLR, the arrangement allows the Freelander name to be revived without competing directly against its core Land Rover and Range Rover ranges, while Chery gains a foothold for its technology under a brand with recognised British credentials.

Further details on pricing, specification and the precise timing of UK availability have not yet been released, though the confirmation of the market as part of the phased global rollout signals that official sales plans are expected to follow in the coming period.

Source: Fleet World

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