Tata Motors: Jaguar Land Rover signs LoI with JV partner Chery to licence Freelander brand for EV manufacturing in China

According to the proposed agreement, CJLR, a 50/50 joint venture between Jaguar Land Rover Ltd and Chery Automobile Company Ltd, will focus on producing a range of advanced electric vehicles using Chery's EV architecture exclusively under the Freelander name.

The Freelander, a Land Rover vehicle produced from 1997 to 2015, was replaced by the Discovery Sport in 2016.

"In reborn CJLR form, Freelander will offer a range of mainstream electric vehicles, initially sold in China through a distinct network but over time destined for global export," the statement said.

The vehicles will be designed collaboratively by Chery and JLR's creative teams to establish a new position in China's rapidly expanding New Energy Vehicle (NEV) market. The products will be manufactured at CJLR's current facility in Changshu, the company added.

Commenting on the development, JLR CEO Adrian Mardell 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."

He further said, "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."

Chery Group Chairman Yin Tongyue stated that Chery and JLR are creating an innovative collaboration model that reflects their future growth trajectory.

"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," Tongyue added.

The Freelander portfolio represents complementary growth, which is independent from both Chery's existing portfolio and JLR's modern luxury 'House of Brands', the statement said.