British luxury automaker shifts focus to imported vehicles as it prepares for the debut of the new Freelander electric brand in China.
Jaguar Land Rover (JLR) has officially ended its local vehicle production operations in China, bringing to a close a 14-year manufacturing chapter in the world’s largest automotive market.
The move comes as the company prepares for the launch of the revived Freelander brand, which will focus on electric vehicles and advanced technologies tailored for Chinese consumers.
The transition became evident in July 2026 when JLR dealerships stopped purchasing locally manufactured models.
The final units of domestically produced vehicles were cleared through major discount campaigns, signaling the conclusion of the automaker’s localization strategy that began more than a decade ago.
One of the last locally produced vehicles sold was the Range Rover Evoque L at a dealership in Beijing. Sales representatives revealed that the model, which initially entered the Chinese market with strong demand and premium pricing in 2011, was eventually sold for less than 180,000 yuan (around $26,500) during the final inventory clearance phase.
JLR once enjoyed significant success in China, with annual sales reaching a peak of 146,400 units in 2017. However, the company struggled to maintain momentum in the following years.
Slow product updates, limited progress in electrification, and increasing dependence on discounts contributed to a steep decline in sales, which reportedly fell to around 26,000 units by 2025.
The company’s locally produced lineup, including models such as the Evoque L and Discovery Sport, faced growing competition from domestic brands like Aito, Nio, Li Auto, and Zeekr.
These Chinese automakers gained market share by offering advanced intelligent driving features, modern digital cabins, and new-energy powertrains that appealed to local buyers.
Industry observers also point to challenges within JLR’s dealership model. Dealers were often required to stock large volumes of locally produced vehicles to gain access to profitable imported models.
As demand weakened, retailers were forced to cut prices aggressively, resulting in significant financial losses.
Going forward, Jaguar Land Rover is expected to concentrate on imported premium models, including the Range Rover, Defender, and Discovery ranges. At the same time, the former Changshu production facility is being transformed under a partnership between Chery and JLR.
The site will support the reborn Freelander brand, an independent electric vehicle venture that will utilize Chinese technology, supply chains, and Huawei-powered intelligent driving systems.
The first Freelander model is expected to make its Chinese debut in the second half of 2026.