FREELANDER is stepping into a new era as the landscape of mobility shifts beyond mere transportation, embracing experiences defined by advanced technology, connectivity, exploration, and adaptable lifestyles. As the automotive industry transforms, FREELANDER is carving out a niche as a premium brand focused on intelligent mobility for modern drivers across global markets.
The legacy of the original Land Rover Freelander, introduced in 1997, was its blend of off-road capability, passenger comfort, versatility, and everyday practicality, which helped shape the urban off-road SUV segment. Between 1997 and 2002, it became Europe’s best-selling SUV for five years running, symbolizing freedom, adventure, and modern exploration. Today, nearly three decades later, FREELANDER is undergoing a significant transformation. At the IBS (Chery International Business Summit), it was relaunched as a British premium intelligent all-terrain brand developed in collaboration with Jaguar Land Rover and Chery, merging its heritage with intelligent technologies, connected ecosystems, and luxury mobility experiences.
Reflecting broader automotive industry trends, FREELANDER is adapting to drivers’ increasing desire for vehicles that offer connectivity, digital ecosystems, comfort, and versatility for both urban and outdoor settings. The brand plans to introduce six new SUV models over the next five years, expanding into over 90 countries with more than 1,100 touchpoints globally. The new vehicles are built on a global architecture to accommodate Left-Hand Drive, Right-Hand Drive, and EU specifications to cater to international markets, with the Middle East identified as its first strategic international market.
FREELANDER’s future strategy is anchored on British Craftsmanship, Smart Confidence, and All-Terrain Freedom. The latest FREELANDER 8 model features panoramic digital displays, intelligent cockpit technologies, immersive interaction systems, and second-row zero-gravity seating, providing enhanced comfort and connectivity on the go. It is powered by the Qualcomm Snapdragon 8295 chip, supporting up to eight displays for responsive interaction and immersive rendering. Advanced driver assistance systems and features like autonomous parking and smartphone-based vehicle retrieval are also part of its design, alongside the i-ATS Intelligent All-Terrain System, supporting nine terrain modes and equipped with dual-chamber air suspension and intelligent terrain management systems.
Manufacturing of FREELANDER vehicles is set at the Chery Jaguar Land Rover Intelligent Manufacturing Base, the first full-vehicle manufacturing base for Jaguar Land Rover outside the UK. This facility integrates over 1,100 robotic operations across various production stages, emphasizing intelligent robotics and green manufacturing technologies to support the production of premium intelligent vehicles for international markets. FREELANDER’s transformation underscores a broader shift towards connected technologies and adaptable transportation solutions, as the brand positions itself for a new phase of global expansion and intelligent mobility.
