FREELANDER RETURNS … AS ITS OWN BRAND: Iconic British soft-roader nameplate to be revived on an SUV line-up co-developed with Chery in China

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Jaguar Land Rover unveiled the first vehicle developed as part of its joint-venture with Chery overnight – a three-row, seven-seat electric and plug-in hybrid SUV to be marketed under the Freelander brand, set to debut in 2027. 

Displayed in Concept97 form, this debut model was the brainchild of the Freelander Design Hub in Shanghai and features a distinct shoulder line and triangulated rear side-window shape clearly inspired by the original 1997 Land Rover Freelander, with triangular motifs recurring throughout the exterior design.

Painted in Expressive Blue and a 90s-inspired Joyful Green, Concept97 is intended to exhibit a “strong, joyful character” that rebuffs the seriousness of most large SUVs. The interior introduces a softness to the same mindset, with deeply cushioned seating and a wrap-around third row to create a lounge-like space.

Overseen by Australian Breony Crittenden, design leader of the Freelander materiality design team, “colour, craft, materials and technology” is the cabin vibe, with the triangular design motif appearing on the upholstery and embroidery, as well as the metalwork on the seatbelt buckles and pedals.

While some aspects of this near-production-ready interior may not transition beyond the concept, expect the dashboard shape with a large, landscape-oriented centre touchscreen and a full-width screen spanning the cowl area of the lower windscreen to be production fixtures.

The production version of Freelander Concept97 will be underpinned by Chery’s next-generation development of the Omoda 9/Tiggo 9 platform and offered in both fully electric and plug-in hybrid forms. It will be the first in a series of models to be co-developed under the Freelander umbrella.

What hasn’t been decided is which partner in the joint venture will handle the imminent global expansion of Freelander to export markets (that will most likely include Australia – especially if right-hand-drive production and UK sales are part of the mix).

JLR has reportedly said that Freelander will not become part of its ‘house of brands’ (Discovery, Defender, Range Rover), though the need for fresh, medium-volume product among the stable is clearly a relevant topic.

The current Discovery Sport dates back to 2014 and the Range Rover Evoque to 2018, while the forthcoming Defender Sport will be a premium-priced, off-road-biased medium SUV.

In being a high-tech, high-design, urban-focused electric or hybrid SUV, the 2027 Freelander appears to have already created its own niche across the broader JLR group – especially if its Chery DNA means non-JLR (ie. affordable) pricing.