JLR Targets China’s EV Market with New Freelander Sub-Brand

Tata Motors recently held its investor meeting and announced that it will revive the Freelander name, but in an electric version. The Freelander name will serve as a sub-brand under which JLR and China-based Chery Automobile Co. will produce electric cars. The joint venture has been in existence for over 12 years.

The new initiative will leverage Chery’s manufacturing plant in China and help JLR expand into the world’s largest electric car market. “Under the reborn form of CJLR, Freelander will offer a range of consumer electric vehicles, initially sold in China through its own network but over time targeted for global export,” the company said.

“Today we are taking this important strategic step for JLR, which underlines our continued commitment to China and complements our existing operations in China. We believe that working together to develop new collaborative models for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very bright future for CJLR,” said Adrian Mardell, CEO of JLR.

The Freelander sub-brand will initially be sold in China, with the possibility of exporting to new markets in the future. The Freelander name originally existed from 1997 to 2015. In India, JLR will begin locally assembling the Range Rover and Range Rover Sport models, resulting in a price reduction from Rs 29 lakh to Rs 56 lakh. Range Rover is also working on an all-electric model that will be unveiled later this year and launched in 2025. It will initially be produced in Britain.