Land Rover is bringing back the Freelander as an EV brand with six models planned
Land Rover is bringing back the Freelander name, but it’s not just an SUV anymore. The new Freelander EV lineup will serve as its own label, with six models planned for the next five years and the first set arriving in China later this year.
This comes in partnership with Chery, and marks a sharp push into the premium electric space. Instead of relying on legacy models, build a full range designed for rapid releases and modern expectations.
China sits at the center, with a new Shanghai headquarters and factory upgrades underway to support production scale. The original Freelander once led the European SUV segment, but this version is being redeveloped as a global electric contender with a different audience in mind.
Six EVs in a solid timeline
The release schedule sets the desired pace. Six cars are planned over the course of five years, putting pressure on execution from the first launch.
That first model is expected in the second half of this year in China. Going forward, the joint venture is investing an estimated 3 billion yuan in its Changshu plant, upgrading production lines to handle capacity.
This is not an alert entry. A limited push into the crowded EV market where speed is as important as product history. The company is also revamping the way it sells cars, shifting dealerships to a simpler service-oriented franchise model. More than 60 locations have already been signed, with a target of 100 by 2026.
The technology stack shows serious intent
The new lineup is heavily dependent on established partners for the underlying technology. The first car will feature Huawei’s Qiankun driving system and an 896-channel LiDAR setup, placing it firmly in the advanced driver assistance category.
Battery performance is another important aspect. CATL offers a pack capable of 6C super-fast charging, which should translate to shorter charging times if real-world results hold up.
Inside, Qualcomm’s Snapdragon 8397 chip will power the car’s systems, marking its first appearance in this lineup. This approach shows a clear decision to integrate proven technology rather than building everything from scratch.
The Concept 97 preview maintains a boxy SUV profile that nods to the original while riding on the new iMax platform. Those structures support both full power setups and extended ranges, giving the brand flexibility in all different use cases.
What to watch next
Performance will determine how this is played. The first launch later this year will show if the brand can deliver on its promises, especially with advanced hardware entering a very competitive segment.
There is also a broader change underway. By strengthening operations in Shanghai and building local partnerships, the strategy aligns more closely with China’s EV ecosystem than older global platforms.
Over time, the desire extends beyond China. Leadership points to global competition in the next five to ten years, raising expectations for quality, reliability, and brand identity.
For now, the next step is straightforward. Watch the first release carefully, because it will set the tone for everything that follows.
