JLR to Launch New Tech-Led, Electrified Freelander SUV in 2026

Jaguar Land Rover (JLR) is set to introduce a revitalized Freelander range with a focus on technology and electrification, starting with a full-size SUV slated for release in the latter half of 2026, as announced by JLR’s head of China.

During a recent presentation to investors, JLR unveiled the logo for the revamped Freelander brand, signaling a strategic reset of its Chinese operations in collaboration with partner Chery.

Chery is spearheading the development of the electrified Freelander lineup using its adaptable T1X platform, while JLR will oversee the design aspect of the new vehicles, according to Qing Pan, head of JLR China.

The debut model from the Freelander range is expected to be a plug-in hybrid, featuring a distinctive design that blends rugged off-road elements with a sleek coupe silhouette reminiscent of the Porsche Macan.

Qing emphasized that the new Freelander will pay homage to the original spirit of the model while incorporating modern technologies to cater to the discerning Chinese consumer base.

Initially, the Freelander lineup will be introduced exclusively in China, with potential plans for global expansion in the future, offering a replacement for locally produced models like the Land Rover Discovery Sport and Range Rover Evoque, which are ceasing production this year.

Positioned in a distinct market segment from JLR’s premium imported models in China, such as the Range Rover, Range Rover Sport, and Land Rover Defender, the Freelander will cater to a different audience.

Unlike JLR’s luxury-focused ‘House of Brands’ strategy, which segregates Jaguar, Defender, Discovery, and Range Rover into individual brands, the Freelander will have its own dedicated network of Chery-operated dealerships.

While the Freelander’s launch in China is well-aligned with JLR’s market strategy, the potential introduction of a Chinese-built Freelander in the UK and mainland Europe poses challenges, as it may compete with upcoming electric models based on JLR’s new EMA platform.

The original Land Rover Freelander, introduced in 1997 as the brand’s first monocoque platform vehicle, is credited with pioneering the compact premium SUV segment before being succeeded by the Discovery Sport in 2015.