Freelander is back as its own brand with the Concept 97 reveal from JLR and Chery
The dormant Freelander name has been revived as a standalone electrified SUV brand, born from a joint venture between Jaguar Land Rover and Chinese manufacturer Chery with six models planned over five years.
Rob Leigh
JLR and Chery have pulled the covers off the Concept 97, previewing the first model from the newly independent Freelander brand. Named after the original Freelander's 1997 debut, the concept signals a significant shift: Freelander is no longer a Land Rover nameplate, it's its own thing entirely.
The design leans hard on nostalgia. Circular black wheel-arch protectors, flat sides with a rounded shoulder line, and an upright boxy silhouette all reference the original three-door Freelander. The angled D-pillar window shape, a signature of the '97 model, also makes a comeback and is described as the brand's design signature going forward.
Suicide doors feature on the concept, though leaked crash test images suggest the production version will use conventional rear doors. The exterior comes in two shades: Glacier Blue and Thousand Mountain Green, with black cladding and aluminium accents throughout.
Inside, a pillar-to-pillar display sits at the base of the windscreen alongside a large central touchscreen. Physical controls remain on the steering wheel and centre console, which is a relief. The concept seats six across three rows, with the rear bench more reminiscent of a lounge than a car seat. That configuration is expected to carry into production.
Tech specs point to a Qualcomm Snapdragon 8397 chip handling infotainment, with Huawei's Qiankun ADS 4.1 driver assistance system (featuring a 896-line LiDAR sensor) and CATL-sourced battery packs.
Powertrains will include fully electric, plug-in hybrid, and range-extender options riding on an 800-volt platform built on Chery underpinnings.
Production will take place at the Chery JLR plant in Changshu, China, where it will replace the Land Rover Discovery Sport and Range Rover Evoque on the line. Six models are planned across five years, with China launching first.
Global expansion is planned but no markets have been confirmed. Australian availability has not been announced.
The full production reveal is expected in June 2026.
