The Freelander Is Back. But as a Whole New SUV Brand

We saw the Freelander concept just a few weeks ago, and as usual with Chinese brands, the production model looks almost exactly the same. As you can see, the new Freelander design is heavily inspired by the old, much smaller, Freelander from the 1990s. This new venture is a collaboration between Chery and Jaguar Land Rover, and it already raises a few questions.

Creating an entirely new SUV brand feels like a strange move, especially when Land Rover and Range Rover already cover such a wide spectrum of the SUV market. The plan is ambitious: up to six new models by 2030. With a mix of hybrid, range-extended EV (REV), plug-in hybrid (PHEV), and fully electric powertrains. You name it! Even more surprising is the quick rollout strategy, with a new model reportedly launching every six months once production begins later this year. That’s an extremely aggressive pace. Something legacy car makers from the US, Europe, Japan or Korea will never be able to match. Especially for an all-new brand.

The concept shown earlier, called Concept 97, was developed collaboratively in England and China under Gerry McGovern. Major tech partners like Huawei, CATL, and Qualcomm are also heavily involved, particularly in software, battery systems, and connectivity.

This new model is significantly larger than the original Freelander. While the old model measured around 172 inches long, this one stretches nearly 30 inches more, putting it closer in size to something like a Honda Pilot. It’s easy to imagine smaller and larger models eventually filling out the lineup to target different segments. Since, you know, we’ll see anew one every 6 months…

Although the exterior design is quite appealing, with subtle retro cues blended into a modern SUV shape, the production interior is still a mystery.

The brand is already talking about a “global launch,” though the United States will likely be left out. Canada could be a more realistic target, along with Europe and other regions where electrified SUVs are gaining traction quickly.

It’s still unclear how these six upcoming models will be positioned. Will they sit below traditional Land Rover products as a more affordable alternative, or compete directly with them? Even if Freelander is presented as a separate brand, its ties to JLR are obvious, both in design leadership and overall strategy.

Overall, this is shaping up to be an interesting project. The new model is stylish and carries just enough of the original Freelander’s DNA to feel familiar.