The two automotive giants have signed a Letter of Intent to license the Freelander brand to CJLR for the development of electric vehicles in China. This collaboration leverages Chery’s advanced EV technology and JLR’s design expertise, heralding a new phase for the CJLR joint venture and the rebirth of Freelander as an EV portfolio, poised for future global export
Building on a 12-year relationship, JLR and Chery have taken a strategic step forward by signing a Letter of Intent to license the Freelander brand to CJLR for the creation of electric vehicles in China. The collaboration is said to mark “a new era of electrification in China,” by leveraging Chery’s advanced EV technology and JLR’s design prowess.
Under the new licensing agreement, CJLR (the 50/50-ownership Chery and JLR Joint Venture) will pivot its product range to include an advanced portfolio of electric vehicles under the Freelander name, based on Chery’s EV architecture. These vehicles will be manufactured at CJLR’s existing facility in Changshu, alongside the current model range, and sold through a distinct retailer network in China with plans for future global export.
Adrian Mardell, JLR’s Chief Executive Officer, stated, “Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China.
”We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR.”
Yin Tongyue, Chairman of Chery Group, added, “Chery and JLR are forging an innovative collaboration model that epitomizes our growth path for the future.
“The blend of Chery’s advanced EV technology with the distinctive appeal of the Freelander brand will undoubtedly provide China and global consumers with a unique electric vehicle experience.”
The reborn Freelander brand will be independent of both Chery’s existing portfolio and JLR’s modern luxury House of Brands. Originally produced from 1997 to 2015 and succeeded by the Discovery Sport in 2016, Freelander will now offer a range of mainstream electric vehicles designed in collaboration with Chery and JLR’s creative teams, positioning it uniquely in China’s rapidly growing New Energy Vehicle (NEV) market.
This new model of collaboration between JLR and Chery is being said to highlight the complementary strengths of both parties: Chery’s leading position in China’s automotive market and JLR’s heritage and design expertise. The partnership aims to create mutually beneficial prospects and set the stage for “the next era of electrification” in the world’s largest and fastest-growing EV market.
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