Jaguar Land Rover (JLR) and its long-standing Chinese partner Chery are preparing to introduce an all-new electric vehicle brand, Freelander, with the Middle East confirmed as its first global launch market in 2026.
The announcement signals a notable shift in strategy, as the brand was initially expected to focus solely on China.
The Freelander project represents a reset of the JLR–Chery partnership, which dates back to 2012.
Their joint venture manufacturing facility in Suzhou, Jiangsu province, began operations in 2014 and has produced several well-known models, including the Range Rover Evoque, Land Rover Discovery Sport, Jaguar XFL, Jaguar XEL, and Jaguar E-Pace.
However, production at the plant is scheduled to end by late 2026, paving the way for a new direction centered on electric mobility.
First unveiled in June 2024, Freelander is positioned as a premium new-energy vehicle brand designed to strengthen the joint venture’s competitiveness.
While early plans pointed toward the Chinese domestic market, Chery has now confirmed that Freelander will debut internationally, starting with the Middle East—an increasingly important region for EV growth.
Recent tender documents issued by Chery Holding Group further underline the seriousness of the launch.
The company has initiated bids for the development of Freelander’s complete visual identity, covering branding assets, iconography, design language, and illustrations.
In parallel, Chery has also opened tenders for marketing services, highlighting the importance of building a strong premium image well before sales begin.
Industry observers expect large-scale promotional activity to start soon. The Freelander brand could make its public debut at the Beijing Auto Show in April 2026, one of the world’s largest automotive exhibitions, before officially entering Middle Eastern markets later that year.
Freelander’s First SUV: What to Expect
The first model under the Freelander badge will be a large, boxy off-road SUV, measuring approximately 5.1 meters in length.
It will be built on Chery’s advanced E0X modular platform, which already underpins models such as the Exeed Exlantix ET and Luxeed R7.
Designed as a three-row family SUV, the vehicle will feature a 2+2+2 seating configuration and offer both fully electric (BEV) and extended-range electric (EREV) variants.
Performance figures are equally impressive, with peak output expected to reach 413 kW (553 horsepower). Additional highlights include air suspension and Level 2 advanced driver-assistance systems (ADAS).
With its premium positioning, advanced technology, and Middle East-first launch plan, Freelander is shaping up to be a key player in JLR and Chery’s next global chapter.