In a move aimed at bolstering their longstanding joint venture, JLR and Chery have signed a Letter of Intent to enhance CJLR’s product lineup for the forthcoming era of electrification in China.
The collaboration will capitalize on the respective strengths of both companies; Chery, a dominant force in the Chinese automotive market, and JLR, renowned for its heritage and design prowess. This partnership sets the stage for mutual growth opportunities moving forward.
Under the proposed licensing agreement, the CJLR Joint Venture will shift its focus to manufacturing an advanced range of electric vehicles utilizing Chery’s EV architecture. These vehicles will be exclusively branded under the Freelander name, resurrecting a familiar marque once associated with Land Rover.
Adrian Mardell, CEO of JLR, emphasized the strategic significance of the venture, highlighting its alignment with JLR’s commitment to China and its expanding electric vehicle sector. Mardell expressed confidence in the appeal of the Freelander brand and its potential within the global market.
Yin Tongyue, Chairman of Chery Group, echoed Mardell’s sentiment, describing the collaboration as an innovative model poised to redefine the future of automotive growth. Tongyue emphasized the blend of Chery’s advanced EV technology with the distinctive Freelander brand, promising a unique driving experience for consumers in China and beyond.
Originally part of the Land Rover lineup until 2015, the Freelander brand will be reintroduced under CJLR’s auspices, focusing initially on the Chinese market before expanding globally. The vehicles will be manufactured at CJLR’s established facility in Changshu and will be designed collaboratively by Chery and JLR’s Creative teams to cater to the burgeoning mainstream New Energy Vehicle (NEV) market in China.
The announcement marks a pivotal moment for CJLR, positioning Freelander as a cornerstone of its future strategy independent from both Chery’s existing portfolio and JLR’s luxury House of Brands.
