Tata Motor’s Land Rover announces to brain back The Freelander brand with an EV makeover

Tata Motors recently revealed that it is bringing back the Freelander nameplate, albeit in an electric car style, during its investor day conference. JLR and the Chinese firm Chery Automobile Co. will produce electric cars under the Freelander brand. The Joint Venture has been in business for over ten years.

By this new endeavour, JLR will be able to utilise Chery's Chinese production capabilities and grow into the largest electric car market globally. "Reborn as CJLR, Freelander will provide a selection of mainstream electric cars that will be sold in China through a specific network at first, but eventually will be exported worldwide." the company said.

"JLR is making this significant strategic decision today to bolster our ongoing business activities in China and to show our unwavering dedication to the nation.” CEO of JLR stated.

"We think that CJLR has a very exciting future ahead of it, given the attraction of the Freelander brand and our combined efforts to build new forms of collaboration for the largest and fastest-growing electric car market in the world." he further added.

First offered for sale in China, the Freelander sub-brand may eventually be exported to other countries. The Freelander nameplate was first used between 1997 and 2015. The Range Rover and Range Rover Sport models will be locally assembled in India by JLR, resulting in price reductions ranging from ₹ 29 lakh to ₹ 56 lakh. Additionally, Range Rover is developing an all-electric vehicle that will be showcased this year and go on sale in 2025. First, it will be made in the United Kingdom.