JLR, Chery forms new joint venture in China; plans to bring back Freelander
Jaguar Land Rover (JLR) and Chery Automobile Company (Chery) have signed a Letter of Intent to produce and sell a range of electric vehicles (EVs) in China, marking a significant development in their 12-year partnership. This collaboration has led to the formation of a new joint venture, CJLR.
A key aspect of this partnership is the revival of the Freelander nameplate, a popular Land Rover SUV that was sold between 1997 and 2015. The new Freelander will initially be available in China, with plans to export to international markets later. There is speculation about whether JLR, a subsidiary of Tata Motors, will bring the new Freelander to India, where the brand is expanding its presence with the production of the new Range Rover and Range Rover Sport.
The EVs will be produced at CJLR's facility in Changshu, China, with design and development efforts shared between JLR and Chery. Chery will contribute its technology and product development expertise, while JLR will focus on design and brand development. The new EVs will be based on Chery's EV architecture and marketed exclusively under the Freelander name.
China's growing EV market, with players like BYD, Nio, and Li Auto, presents a significant opportunity for JLR to establish itself in the premium segment. In FY24, JLR China reported strong performance in both import and domestic markets. The company plans to implement a "house of brands" strategy to enhance the local user experience and leverage China's resources, engineering tools, and supply chain to maximize its market potential.