JLR and Chery Unveil Freelander Brand Revival

Jaguar Land Rover and its Chinese partner Chery Automobile unveiled the Freelander brand this week, reviving the name of its discontinued entry-level SUV as a standalone premium label focused on electrified off-road vehicles. The debut featured the Concept 97, a rugged three-row SUV concept displayed ahead of the Beijing auto show, marking the first collaboration beyond manufacturing existing JLR models for the Chinese market.

The Concept 97 draws design inspiration from the original Freelander, launched in 1997, with a boxy silhouette, prominent wheel arches, and a diagonal C-pillar echoing the first-generation model's three-door style. Measuring over 5,100 millimeters in length with a wheelbase exceeding 3,000 millimeters, the concept includes suicide doors for an open lounge effect and silver accents on the front fascia reminiscent of the Land Rover Defender. Its interior showcases a six-seat configuration, with a pillar-to-pillar display under the windshield, a large central infotainment screen, and second-row amenities like a dropdown screen and zero-gravity seating mode. Production versions will adopt conventional doors and likely simplify the seating to a more practical...