US EditionLand Rover Built It, Killed It, And Now China Is Bringing It Back Without A Land Rover Badge
8 Articles
8 Articles
The name Freelander returns to the automotive scene, but with a different approach to the one that made it known in previous decades.The name, historically linked to Land Rover, will now be used as a new brand of electric vehicles, within the framework of an alliance between Chery and Jaguar Land Rover.The project is part of a joint strategy that seeks to develop a line of electrified models oriented mainly to the Chinese market, although with i…
The new Freelander will be a vehicle brand created in collaboration between British automaker Jaguar Land Rover and Chinese automaker Chery. The car will be launched first in the Chinese market, with expansion to other countries expected later.
In 2024, the Jaguar Land Rover group, owned since 2008 by the Indian conglomerate Tata Motors, had made a decision at least incomprehensible vis-à-vis its historical clientele: to abandon the premium segment to reposition itself in the ultimate luxury, and to target the high levels of the market dominated by Bentley, Rolls-Royce, and Mercedes-Maybach.
The reincarnation of the Freelander name applies to a brand belonging to the Chery concern. JLR nevertheless collaborated on it and sales in Europe are unlikely, but not completely ruled out.
The joint venture made up of the Chinese Chery and Jaguar Land Rover will relaunch the disappeared Freelander ten years ago. Detail that is important, it will become a brand in its own right.
No one saw it coming. Jaguar Land Rover (JLR) goes through low hours because of his risky bet not only on the electric car but, above all, on his turn in the design of his cars - which has cost his head designer the job. But the help will come from China and the Chery Group, the owner of OMODA and JAECO, who resurrects the mythical SUV Freelander. Although this idea was confirmed last year, more details have now been known, such as the one that …
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