Freelander Rises as a New Standalone SUV Marque

The Freelander nameplate has officially been resurrected, not as a Land Rover model, but as an entirely new brand dedicated to producing a family of SUVs. This new venture is launching initially in the Chinese market, with plans for expansion into Europe in the coming years.

This new Freelander brand operates under the umbrella of the Chery Jaguar Land Rover joint venture in China. It will incorporate advanced hybrid and battery-electric powertrain technology sourced from Chery.

Furthermore, the brand will benefit significantly from design expertise provided by Land Rover. This collaboration aims to blend new technology with established design heritage.

Concept 97 Unveils Design Philosophy

The initial glimpse into the brand’s aesthetic direction comes via the unveiling of the Concept 97. This model serves as an early, boxy preview of the design language Freelander intends to implement across its lineup.

Phil Simmons, head of the Freelander design hub, stated during the brand launch that the upcoming vehicles will draw heavy inspiration from the look of the original Freelander. This influence is visible in several key exterior features.

Design Cues Echoing Heritage

The Concept 97 incorporates several nostalgic exterior details. These include strong, chunky shoulders, a pronounced beltline, and a distinctive triangular window shape for the C-pillar.

Headlight designs on the concept also bear a familiar resemblance to those found on the original vehicle. Inside, the cabin showcases flexible seating arrangements and chunky structural elements.

Technology highlights within the concept include crystal rotary controllers. Executives confirmed that the underlying architecture supports an 800-volt platform.

Powertrain Flexibility and Future Roadmap

The confirmed 800-volt platform offers versatility across several propulsion types. These include pure battery-electric, plug-in hybrid, and range extender powertrains.

The Freelander brand plans to reveal more details about its offerings in June. The first production vehicle is anticipated to be a three-row SUV.

The company intends to unveil the complete series of new models over the course of the next five years, solidifying its presence in the global SUV market.