Chery Will Revive Land Rover’s “Freelander” Brand To Make EVs
Can Malaysians look forward to some upmarket “Freelander” branded EVs from Chery in future?
Chery has been JLR’s strongest partner in China for 12 years and they’re now taking that partnership to new heights with the introduction of the Freelander brand. As a reminder, Freelander was the name of the compact SUV model that Land Rover produced in the 1990s. It was used for a number of years before the product was renamed “Discovery Sport” and parked under the “Discovery” sub-brand.
So, why revive a dead nameplate to use as a new sub-brand? Well, because Chery has an opportunity to introduce a range of electric vehicles on behalf of JLR and using the Freelander brand will benefit both JLR and Chery. For JLR, the Freelander trademark is probably not worth too much as they haven’t even used the nameplate since 2015. For Chery, the opportunity to be part of a sub-brand with some legacy for a change will open the doors to the realm of western-branded vehicles which may command higher prices and higher margins per product. It will also give Chery their first premium EV-exclusive brand.
The Freelander brand is being licensed from JLR and it will offer a range of mainstream electric vehicles, with some JLR design elements thrown in. Initially, Freelander products will be China only, but over time global exports are planned. Design work will come from both Chery and JLR’s Creative teams in order to properly position this Freelander brand in the Chinese New Energy Vehicle market.
All Freelander products will be put together at the Changshu manufacturing facility.
Adrian Mardell, JLR’s Chief Executive Officer 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.”
Yin Tongyue, Chairman of Chery Group, 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.”
About the Author
Subhash Nair Written work on dsf.my. @subhashtag on instagram. Autophiles Malaysia on Youtube.
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