Sources say the first Freelander model will debut in the Middle East first after production begins. According to Chinese media reports, Chery Jaguar Land Rover—the Chinese joint venture of Jaguar Land Rover—is expected to officially cease production of all locally-made Jaguar and Land Rover fuel vehicles in the third quarter of this year. This adjustment comes amid financial and sales difficulties. In fiscal year 2024, Chery Jaguar Land Rover’s sales dropped 34% year-on-year, with only 33,500 vehicles delivered for the entire year, while losses reached £14 million (approximately RMB 135 million). Entering 2025, the predicament has not eased; the inventory coefficient climbed to 2.55 in the first quarter, far exceeding the industry average. Currently, Chery Jaguar Land Rover has five models on sale: the Range Rover Evoque, Discovery Sport, Jaguar XFL, Jaguar XEL, and Jaguar E-PACE. According to plans, after halting production of locally-made vehicles, the Changshu plant production line will be repurposed to produce Freelander, a new energy brand co-created by Jaguar Land Rover and Chery. It is understood that Freelander will operate independently from the existing four major brands—Range Rover, Defender, Discovery, and Jaguar—focusing exclusively on the new energy market. Its first model is expected to begin production in China by the end of 2026. Moreover, the cooperation model differs from the traditional approach where “the foreign partner dominates technology while the Chinese partner handles manufacturing.” For the new brand, Chery will provide the T1X platform and third-generation Kunpeng DHT plug-in hybrid system, while Jaguar Land Rover focuses on chassis tuning and integrating luxury configurations. The brand will initially target the RMB 300,000-range plug-in hybrid segment, directly competing with Chinese new energy vehicle competitors such as the Li Auto L6, with pure electric and extended-range versions to follow. Information revealed at the Fiscal Year 2025 Global Investors Conference indicated that Freelander/Shenxingzhe is progressing smoothly, with development of three all-new products fully underway. The first model will make its global debut in the Chinese market in the second half of 2026. However, according to the latest information from informed sources, after rolling off the production line, Freelander will first go overseas to the Middle East market. This arrangement suggests that its new energy strategy in China may have new variables and adjustments. It is worth noting that the Middle East market has consistently strong demand for luxury SUVs and high-end off-road vehicles. Additionally, as one of the earliest Chinese brands to enter the Middle East market, Chery has relatively abundant technical resources and channel resources, which paves the way for Freelander’s sales operations in the region.
+52 others
