The legendary Freelander returns as a standalone brand with EV and Hybrid power. Discover the future of off-road luxury here!
For automotive enthusiasts, the name Freelander evokes memories of versatile, rugged, and accessible British luxury. After a hiatus since 2015, the iconic nameplate is making a triumphant return. However, this isn’t just a model relaunch—Freelander is being reborn as an independent brand through a strategic joint venture between Chery and Land Rover.
Positioned to conquer the modern era, the new Freelander brand will pivot heavily toward sustainable mobility, focusing on cutting-edge electric powertrains and superior off-road capabilities. The journey begins with a striking glimpse into the future: the Concept 97.
Concept 97: A Fusion of Heritage and Modernity
Named in honor of the original Freelander’s debut in 1997, the Concept 97 serves as a bridge between the brand’s storied past and its high-tech future. While it no longer carries the official Land Rover logo, the vehicle’s DNA is unmistakably British. The design language blends the rugged charm of the first-generation Freelander with the bold, architectural lines of the modern-day Defender.
The joint venture showcased two stunning colorways: Glacier Blue and Thousand Mountain Green. To emphasize its adventurous spirit, both concepts feature:
- Durable black cladding for off-road protection.
- Premium aluminum accents on the hood, grille, skid plates, and rear door.
- Prestigious “coach-style” doors (similar to those found on Rolls-Royce models) for a touch of high-end luxury.
Design Details That Tell a Story
The designers have carefully woven nostalgia into the exterior. The angular D-pillar is a direct nod to the classic three-door Freelander of 1997. Meanwhile, the black trim beneath the headlights and the sophisticated pixel LED lighting arrangement draw inspiration from the 2003 Freelander facelift. The rear of the vehicle is equally impressive, featuring a vertical aluminum tailgate, a contrasting black bezel for the taillights, and a prominent roof spoiler that adds a sporty edge to its silhouette.
A Futuristic Sanctuary: Interior and Technology
Inside, the Freelander Concept 97 reimagines the SUV cabin as a luxury lounge. The interior is configured with three rows of seating, accommodating six passengers. In a bold move toward comfort, the second-row seats are designed like a plush sofa, prioritizing passenger relaxation during long journeys.
The technology suite is where the partnership with Chinese tech giants truly shines. The dashboard is dominated by a massive, seamless display that stretches across the entire width of the interior, sitting flush against the windshield. This is complemented by a large, high-resolution central infotainment touchscreen.
Under the hood (digitally speaking), the vehicle is powered by the latest Qualcomm Snapdragon 8397 processor. For those who value autonomy and safety, the car integrates Huawei’s Qiankun ADS 4.1 smart driving system, supported by high-precision LiDAR 896 sensors to navigate complex terrains and urban environments with ease.
The Road Ahead: 6 Models in 5 Years
The launch of Concept 97 is only the beginning. The Chery-Land Rover joint venture has announced an ambitious roadmap to release six different production models under the Freelander brand over the next five years.
While the initial rollout will focus on the Chinese market, the brand intends to expand globally shortly after. These new models will be manufactured at the CJLR plant in Changshu (Suzhou, Jiangsu Province). Strategically, the Freelander lineup is set to replace the Land Rover Discovery Sport and the Range Rover Evoque as they approach the end of their production cycles.
Built on versatile Chery chassis, the future Freelander fleet will offer a variety of powertrain options to suit every driver’s needs, including Full Electric (BEV), Plug-in Hybrid (PHEV), and traditional Hybrid configurations. By blending British design heritage with Chinese technological agility, the new Freelander is poised to redefine the electric off-road experience for a global audience.