Jaguar Land Rover (JLR) will unveil its first new Freelander model in over a decade within the next few months, with the vehicle slated for release in the second half of 2026. This tech-focused, electrified, full-size SUV is part of JLR’s strategy to revitalize its business, particularly in China, where the Freelander will initially launch.
Strategic Focus on China
The new Freelander is being developed through a joint venture between JLR and its Chinese partner, Chery. Chery will utilize its in-house-developed “flexible” T1X platform, already underpinning models from its Jaecoo, Omoda, and Chery brands, to produce the Freelander range. The first model will be a plug-in hybrid, blending rugged off-road aesthetics with a coupé-inspired design reminiscent of the Porsche Macan.
This strategic move aims to cater to Chinese consumers seeking technologically advanced and stylish SUVs. According to JLR China president Qing Pan, the new Freelander will “echo the original spirit of Freelander but brought up to date” to appeal to this discerning market.
Production and Market Positioning
The Freelander will replace the Land Rover Discovery Sport and Range Rover Evoque in JLR’s Chinese factory lineup, as production of those models ends this year. It will occupy a distinct market segment, positioned below JLR’s imported high-end models like the Range Rover, Range Rover Sport, and Land Rover Defender.
Sales will be managed through a network of dedicated, Chery-run dealerships, separate from JLR’s “House of Brands” marketing structure, which treats Jaguar, Defender, Discovery, and Range Rover as standalone luxury brands.
Global Expansion Potential
While initially focused on the Chinese market, JLR has not ruled out potential global expansion for the Freelander. However, selling the vehicle in markets like the UK and mainland Europe could cannibalize sales of cheaper models based on JLR’s upcoming EMA EV platform, such as the replacements for the Evoque and Discovery Sport. This makes a broader rollout less certain.
The new Freelander represents a significant step in JLR’s efforts to regain market share in China, leveraging a strategic partnership with Chery and a distinct product positioning. The vehicle’s success will depend on its ability to resonate with Chinese consumers and navigate potential conflicts with JLR’s existing luxury brand portfolio
