Gaydon, UK – June 19, 2024: Jaguar Land Rover (JLR) and Chery Automobile Company have announced a landmark collaboration to breathe new life into the Freelander brand, marking a significant milestone in their 12-year partnership. The two companies have signed a Letter of Intent to license the Freelander name to their joint venture, Chery Jaguar Land Rover (CJLR), with the goal of developing a new range of electric vehicles (EVs) in China.
A New Chapter for CJLR
Under this new licensing agreement, CJLR will leverage Chery’s cutting-edge electric vehicle architecture to create an advanced portfolio of EVs exclusively under the Freelander brand. This initiative represents a major strategic shift for CJLR, positioning it to take advantage of China’s burgeoning electric vehicle market, which is the largest and fastest-growing in the world.
Strategic Location and Manufacturing
The new Freelander EVs will be manufactured at CJLR’s existing facility in Changshu. This location is not only a manufacturing hub but also a strategic point for distribution within China and for future global exports. The revitalized Freelander brand will initially be sold through a unique retailer network in China, with plans to expand internationally over time.
The Freelander, originally a Land Rover model produced between 1997 and 2015, is set to be reborn under the CJLR joint venture. The new Freelander will offer a variety of mainstream electric vehicles designed to appeal to a wide audience. This new range will complement Chery’s existing portfolio and remain distinct from JLR’s luxury House of Brands, which includes Jaguar and Land Rover.
A Strategic Fit for Both Partners
This collaboration is designed to take full advantage of the strengths of both companies. Chery brings its leading position in the Chinese automotive market and its advanced electric vehicle technology, while JLR contributes its unparalleled heritage and design expertise. Together, they aim to create a product range that sets new standards in the mainstream New Energy Vehicle (NEV) market.
Future Prospects and Market Potential
With this partnership, JLR and Chery are not just focusing on immediate market needs but are also laying the groundwork for long-term growth and expansion. The Freelander EV portfolio will be built alongside CJLR’s existing model range, marking a new era for the joint venture and setting the stage for further innovation and development.
The Freelander EVs are expected to meet the growing demand for electric vehicles in China, driven by the country’s push for sustainability and energy efficiency. This collaboration also opens doors for potential export opportunities, allowing the new Freelander models to reach a global audience.
About Chery and JLR
Chery Automobile Co., Ltd. is a leading Chinese automobile manufacturer with a strong emphasis on innovation and technology in the automotive sector. Jaguar Land Rover is a British multinational automotive company known for its luxury vehicles and engineering excellence. Together, their joint venture, CJLR, combines the strengths of both companies to produce high-quality vehicles tailored for the Chinese market.
For more information on this collaboration and to stay updated on the latest developments, please visit JLR and Chery.
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