Jaguar Land Rover (JLR) and Chery have announced that the “Freelander” branding is now licensed for use on a future range of electric vehicles (EVs) from Chery. In a press statement released by JLR, the company says that both parties have signed a Letter of Intent to license the “Freelander” brand to CJLR1 for the creation of electric vehicles in China.
The “Freelander” brand of Chery EVs will be sold exclusively in China first before they will be exported globally. “Freelander” will become a brand reborn under license from JLR as part of a new value creation system independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands.
The vehicles will be designed in collaboration with both Chery and JLR’s Creative teams to create a new positioning in the rapidly growing China mainstream New Energy Vehicle (NEV) market. The Freelander brand cars will be built on Chery’s EV architecture and manufactured in Changshu.
JLR’s Chief Executive Officer, Adrian Mardell said, “Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China. We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.”
Chery Group Chairman, Yin Tongyue commented, “Chery and JLR are forging an innovative collaboration model that epitomises our growth path for the future. The blend of Chery’s advanced EV technology with the distinctive appeal of the Freelander brand will undoubtedly provide China and global consumers with a unique electric vehicle experience.”
Currently, Chery has brands such as Jaecoo and Jetour which have both previewed their vehicles in Malaysia. Another brand owned by Chery is Exceed which also unsurprisingly makes SUVs. It seems that Freelander will be the next new sub-brand of Chery.
