Freelander Establishes Independent Brand Identity, No Longer Under Land Rover

[Brand Strategy] FREELANDER made its global debut, clearly separating itself from the Land Rover brand.

Core Development: Freelander is a New Independent Brand Co-created by Chery and Jaguar Land Rover

FREELANDER is not an "electric Land Rover" and does not carry the LAND ROVER badge. Instead, it is an original brand developed under the new joint venture model announced by both parties on March 31, 2026. Global CEO Wen Fei emphasized that its goal is to explore a "third path" in premium new energy vehicles, rather than simply reviving old models or electrifying them with a badge swap.

Strategic Foundation: Breaking Free from Traditional Joint Venture Constraints to Find New Growth

Jaguar Land Rover’s 14-year joint venture in China has failed to achieve breakthroughs in the new energy vehicle segment, leading to a continuous decline in brand influence. Launching Freelander as an independent brand aims to enter the highly competitive premium EV market through a new brand and a new business model, avoiding past mistakes.

Industry Impact: Perceived 'Fake Premium' Status and Market Acceptance Are Critical

As consumers become increasingly sensitive to so-called "fake premium" brands, Freelander must demonstrate its technological originality and brand premium capability—otherwise, it risks being accused of exploiting nostalgia without substance.