The Freelander brand is supposedly set to launch a new model every six months over the next 5 years.
After being pushed out by the Discovery Sport and Evoque in the Land Rover lineup, the Freelander name is finally back… though this time, it isn’t actually on a Land Rover.
Such is because, much like how MINI and smart have evolved into standalone brands, Freelander is set to become its own dedicated marque. Though perhaps the bigger news here is that this iconic Land Rover name will now be worn by models co-developed with Chery.
Yes, the makers of the Velar and Defender lookalikes have now gone one step further, going all-in with the very company they once drew heavy inspiration from. The new Freelander brand is set to make its public debut at the Beijing Motor Show next week, with a newly-teased boxy Concept 97 spearheading its arrival.
Named in honour of the original Land Rover Freelander’s launch year, the chunky Concept 97 is expected to preview the production model quite closely. It features a bluff front end, squared-off proportions and flared arches with extensive cladding – not unlike the current Defender’s rugged aesthetic.
Land Rover anoraks will also likely pick up on familiar design cues from the original Freelander, including the three-spoke alloy wheels and diagonal C-pillar that pays homage to the short-wheelbase car’s detachable hardtop. Though “short” is one thing this concept certainly isn’t, as its over-5-metre length places it roughly in the same size bracket as today’s Discovery.
Moving along inside, there’s a huge central touchscreen, paired with an even larger digital display stretching across the entire dashboard. Around the back meanwhile, rear-hinged, limo-like doors reveal an equally extravagant curved bench and folding seat setup, though it’s safe to say neither will make it into eventual production.
Finally on the powertrain front, details are still understandably scarce. Freelander has nevertheless confirmed that its upcoming production models will utilise a new 800V electrical architecture, capable of supporting fully electric, range-extender and plug-in hybrid drivetrains.
Dig a little deeper online and it is suggested that the first Freelander model will ride on Chery’s next-generation E0X modular platform. This setup is said to support a tri-motor EV variant with up to 554 hp, while versions featuring an internal combustion engine will likely use a 1.5-litre turbocharged petrol unit in either PHEV or EREV configurations.
The production version of Concept 97 will be the first in a wave of new Freelander models destined for global sale when it launches later this year. The brand has already outlined ambitious plans to introduce a new model every six months over the next five years, with each offering a choice of EV, range-extender or plug-in hybrid powertrains.
Freelander has further confirmed that its prototypes have already undergone extensive testing in Europe, with the car engineered to comply with Euro NCAP safety standards. Export models are also touted to be more than just lightly adapted Chinese-market cars, instead arriving as bespoke derivatives tailored to specific regional demands.
While Chery-JLR has already established an extensive retail network for the brand in China, the finer details on its global sales strategy remain under wraps. It is also still unclear whether Land Rover will play a direct role in marketing the Freelander brand outside of China.
What is nevertheless confirmed is that these models will largely be built in China, with the new Freelander range set to replace the Discovery Sport and Range Rover Evoque at the Chery-Land Rover joint venture plant in Changshu.
