British Heritage, Chinese Technology: How the New Freelander Will Change the Premium SUV Game
The automotive world is rapidly evolving, and what once seemed like an unchangeable tradition now demands a radical rethink. A striking example of this transformation is the partnership between British aristocrats Jaguar Land Rover (JLR) and Chinese tech giant Chery.
The new Freelander is presented as a concept, but this version is well-prepared for mass production. Faced with the harsh reality of the Chinese market, where traditional gasoline-powered premium cars are losing ground, the partners have gone all-in. The result of their brainstorming is not just an update to the model lineup, but a revival of the legendary Freelander name. But this time, it’s not just an entry-level crossover. It’s an independent sub-brand, a technological flagship, and potentially the key lifeline for the joint venture CJLR.
Why Freelander? A Bold Decision to Revive an Iconic Name
The joint venture Chery Jaguar Land Rover (CJLR) has existed since 2012 and operates a cutting-edge plant in Changshu. However, recent results for locally-produced "British" vehicles have been far from stellar.
Sales of the Jaguar E-PACE have been disappointing, and for the first two months of 2026, total sales of JLR locally-assembled cars failed to even reach 3,000 units. Chinese buyers have become increasingly spoiled by smart crossovers from Li Auto, Nio, and Yangwang. Continuing to churn out classic models seemed pointless in this environment.
Therefore, CJLR made the bold decision to stop producing the local Range Rover Evoque L and repurpose the assembly lines for an entirely new project. The name Freelander was chosen deliberately. For those who remember the late nineties, it symbolizes a breakthrough.
In 1997, when Japanese models like the Honda CR-V were capturing the market, Land Rover released the original Freelander, a vehicle that became a bestseller in Europe for five consecutive years. In 2015, the name was retired in favor of the Discovery Sport.
Now, a decade later, the dust has been brushed off the nameplate to announce the creation of a new sub-brand for the global market, with an initial focus on China. The new Freelander will exclusively feature hybrid models (including the popular range-extender EREV) and full-electric vehicles (EVs).
Design with a Bold Twist: Freelander Concept 97
At first glance, Freelander Concept 97 doesn’t show any Land Rover branding. The British intentionally distance the new model from the parent brand, emphasizing its independence. Instead of the usual green oval badge, the concept features the large lettering of the new sub-brand.
The exterior was designed in close collaboration with JLR’s global design center and the exclusive Design Hub studio in Shanghai. The result is impressive. Designers retained the signature "castle stance" (a characteristic feature of all Land Rover models), but they also gave the body a sleek, angular look with sharp plastic details.
The front of the vehicle features a three-tier architecture: horizontal air intakes, robust underbody protection, and a hidden grille. The headlights, with their complex geometric shape, are more than just light sources – they are interactive panels capable of displaying graphics and "communicating" with pedestrians and other drivers.
Next-Level Technology: The Heart of Freelander
What truly sets Freelander Concept 97 apart from its competitors is the technology hidden under the body panels. The crossover is packed with cutting-edge features, thanks to a partnership with Chinese tech giants like Huawei, CATL, and Qualcomm.
The vehicle’s computing power comes from Qualcomm’s Snapdragon 8397 automotive chip. To put it into perspective, its CPU is three times faster, its GPU nearly three times more powerful, and its NPU is an astounding 12 times more advanced than the current Snapdragon 8295.
Smart Features: Autonomous Driving, Fast Charging, and More
Freelander Concept 97 features Huawei’s Qiankun Intelligent Driving ADS 4.1 system, which includes not just cameras and radars, but a 896-beam LiDAR. This technology enables the vehicle to create highly accurate 3D maps of its surroundings, even in poor weather conditions such as fog, snow, or total darkness. The system is capable of learning and will receive regular over-the-air updates.
The car’s 800-volt architecture allows for ultra-fast charging, with the ability to charge up to 80% in just 10-15 minutes at high-power stations. CATL, the global leader in battery production, developed a special "off-road" battery for the Freelander, designed to withstand mechanical damage and operate efficiently in extreme climates.
Interior: A Mobile Palace on Wheels
While the exterior of the Freelander Concept 97 exudes ruggedness, the interior is all about luxury. The cabin features three rows of seats (2+2+2), with the second row offering individual captain’s chairs. True to Land Rover's legacy, the seating position provides excellent visibility.
The interior avoids traditional leather, opting instead for innovative, eco-friendly materials. One of the standout features is the Targa-style rear door, which transforms the boot into an open terrace – perfect for outdoor adventures.
Freelander’s Future: Global Expansion Beyond China
Freelander Concept 97 isn’t just a show car – it’s a real precursor to the production model. CJLR has confirmed that the full technical specifications, including powertrain details and battery capacities, will be revealed in June 2026. The production version is set to be launched later in 2026.
But this is just the beginning. Between 2026 and 2030, CJLR plans to release six new models under the Freelander brand, covering a wide range of alternative energy sources. These will include plug-in hybrids (PHEVs), range-extender vehicles (EREVs), and fully electric vehicles (BEVs).
What’s even more exciting is that Freelander won’t remain a Chinese exclusive. After refining the technology in one of the world’s most competitive markets,
these smart SUVs are set to be exported worldwide. And with the technological features already announced, this new British-Chinese alliance is poised to challenge not only traditional European competitors but also the new wave of Chinese industry disruptors.
The 2026 Freelander project proves that to survive in the modern automotive industry, it’s not enough to rely on a proud heritage. The key to success is the ability to combine centuries-old design traditions with cutting-edge microelectronics. And it seems that Jaguar Land Rover and Chery have perfected this recipe.