Land Rover is bringing back the Freelander name, but it’s no longer just a single SUV. The new Freelander EV lineup will operate as its own label, with six models planned over the next five years and the first set to arrive in China later this year.
This comes through its joint venture with Chery, and it marks a sharper push into the premium electric space. Instead of leaning on legacy models, it’s building a full range designed for fast rollout and modern expectations.
China sits at the center, with a new Shanghai headquarters and factory upgrades already underway to support production scale. The original Freelander once led Europe’s SUV segment, but this version is being rebuilt as a global electric contender with a different audience in mind.
Six EVs on a tight timeline
The rollout plan sets an ambitious pace. Six vehicles are scheduled within five years, which puts pressure on execution from the very first launch.
That debut model is expected in the second half of this year in China. To keep up, the joint venture is investing about 3 billion yuan into its Changshu plant, upgrading production lines to handle the volume.
This isn’t a cautious entry. It’s a scaled push into a crowded EV market where speed matters as much as brand history. The company is also reworking how it sells vehicles, shifting dealers toward a lighter franchise model focused on service. More than 60 locations are already signed, with a target of 100 by 2026.
Tech stack signals serious intent
The new lineup leans heavily on established partners for core technology. The first vehicle will include Huawei’s Qiankun driving system and a 896-channel LiDAR setup, placing it firmly in the advanced driver assistance category.
Battery performance is another key piece. CATL is supplying a pack capable of 6C ultra-fast charging, which should translate into shorter charging times if real-world results hold.
Inside, Qualcomm’s Snapdragon 8397 chip will power the vehicle systems, marking its debut in this lineup. The approach shows a clear decision to integrate proven tech rather than build everything from scratch.
The Concept 97 preview keeps a boxy SUV profile that nods to the original while riding on a new iMax platform. That architecture supports both fully electric and range-extended setups, giving the brand flexibility across different use cases.
What to watch next
Execution will decide how this plays out. The first launch later this year will show whether the brand can deliver on its promises, especially with advanced hardware entering a highly competitive segment.
There’s also a broader shift underway. By anchoring operations in Shanghai and building around local partnerships, the strategy aligns closely with China’s EV ecosystem rather than older global platforms.
Longer term, the ambition extends beyond China. Leadership has pointed to global competition over the next five to ten years, which raises expectations for quality, reliability, and brand identity.
For now, the next step is straightforward. Watch the first release closely, because it will set the tone for everything that follows.