Chery Jaguar Land Rover Launches New Brand FREELANDER

[Brand Launch] Chery and Jaguar Land Rover have jointly launched the new brand FREELANDER, which made its debut in the rain in Shanghai on March 31.

Core Development: Reverse Joint Venture Model Led by Chery

Chery leads R&D and operations, while Jaguar Land Rover provides brand and design endorsement, breaking the traditional joint venture logic of "foreign-led" control. Global CEO Wen Fei stated, "Since there’s no place to hide from the rain, we’ll charge forward through it," underscoring their determination to break new ground.

Strategic Foundation: Mutual Rescue Amid Market Intensification

This partnership aims to help Jaguar Land Rover overcome its transformation challenges while enabling Chery to enter the premium new energy vehicle market. Supply chain giants including Huawei, CATL, and Qualcomm also lent their support, highlighting a clear intent toward ecosystem collaboration.

Industry Impact: Can Premium Joint Ventures Break Through?

Against the backdrop of accelerating premiumization of domestic brands and declining influence of foreign automakers, FREELANDER—starting from 2026—faces the critical market question: 'Is it too late?'