FREELANDER is redefining its role in the evolving automotive landscape by transitioning into a premium intelligent mobility brand, combining cutting-edge technology, connectivity, and a flexible lifestyle approach. Originally debuting in 1997 with the Land Rover Freelander, the brand made its mark by merging all-terrain capabilities with passenger comfort, versatility, and daily practicality. This model helped establish the urban off-road SUV segment, becoming a symbol of freedom and adventure, and was Europe’s top-selling SUV for five consecutive years from 1997 to 2002.
Now, nearly three decades later, FREELANDER is entering a new phase. Unveiled at the International Business Summit (IBS) Night of FREELANDER, the brand’s strategic shift is a collaboration between Jaguar Land Rover and Chery, focusing on intelligent technologies, connected ecosystems, and luxurious mobility experiences. This transformation aligns with the broader automotive industry’s pivot towards connectivity, digital ecosystems, and vehicles that excel in both urban and outdoor environments.
FREELANDER plans to introduce six new SUV models in the next five years, expanding its presence to over 90 countries with more than 1,100 touchpoints globally. The Middle East has been identified as its first strategic international market, highlighting the region’s significance in the premium automotive sector and its growing appetite for intelligent mobility. The new FREELANDER 8 embodies this vision with features like panoramic digital displays, intelligent cockpit technologies, and immersive interaction systems, powered by the Qualcomm Snapdragon 8295 chip capable of supporting up to eight displays simultaneously.
The vehicle integrates advanced driver assistance systems, including L2+ functionalities for autonomous parking and smartphone-based vehicle retrieval. FREELANDER’s i-ATS Intelligent All-Terrain System offers nine terrain modes, ensuring adaptability to diverse driving conditions. The manufacturing of these vehicles is centralized at the Chery Jaguar Land Rover Intelligent Manufacturing Base, incorporating over 1,100 robotic operations to ensure consistency and quality. The facility prioritizes intelligent robotics, quality control, and green manufacturing technologies for producing premium vehicles.
With five strategic global hubs and over 6,000 employees dedicated to design, manufacturing, research, and international operations, FREELANDER is poised for significant advancement. The company emphasizes its commitment to British craftsmanship, smart confidence, and all-terrain freedom, ensuring it remains a leader in the intelligent mobility sector. This latest evolution highlights the brand’s ongoing dedication to pioneering connected driving experiences, global expansion, and the integration of innovative digital technologies.