Freelander Goes Electric! New Concept 97 Breaks Cover Under Chery-JLR Collaboration

The Freelander is back, but not quite as we remembered it. It has now been reimagined as a standalone new energy vehicle (NEV) brand through a collaboration between China’s carmaker Chery and Jaguar Land Rover. The iconic nameplate has now debuted in a concept form, called the Concept 97. This new SUV previews the direction of the upcoming Freelander range, combining rugged design cues with cutting-edge electric technology. 

Here’s everything you should know about the Freelander Concept 97: 

What Is The Chery-JLR Freelander Concept 97? 

The Freelander Concept 97 marks the first step in a new chapter for the historic ‘Freelander’ nameplate, now repositioned as an independent premium NEV brand. Earlier, the Freelander was a valued nameplate in the JLR portfolio, but now it will operate separately from its parent company’s portfolio. The current JLR lineup includes multiple premium SUVs like Range Rover, Discovery, Defender, and Jaguar models. 

The formation of the new ‘Freelander’ brand is the result of a strategic collaboration between Chery and JLR, blending British design expertise with China’s rapidly advancing EV technologies. Chery has its headquarters in Shanghai, and post production, the brand is expected to have a global footprint, including design and R&D centres in the UK and China, along with manufacturing based out of Changshu. 

The Freelander Concept 97 previews itself to be a mid-to-large size SUV that will sit at the heart of the brand’s future lineup. The production of this concept model is expected to begin by the end of 2026. 

What Do We Know So Far

The Freelander Concept 97 is built on Chery’s T1X platform, which is known for its adaptability across different SUV sizes. The car measures over 5.1 metres in length, with a wheelbase longer than 3 metres. The large exterior dimensions translate to a spacious cabin with three rows and a six-seater layout.  

On the design front, it boasts a rugged and boxy stance, carrying forward the original Land Rover Freelander’s DNA. Further enhancing the strong road presence are elements like square headlights, an upright silhouette, and bold ‘Freelander’ badging. The design might be inspired by an old SUV, but it still aims to attract the younger generation, thanks to JLR’s design team. 

On the inside, the concept gets a tech-heavy cabin with a dual-screen setup taking the centre stage. What further adds to the premium appeal is a minimalistic dashboard layout with a column-mounted shifter, a floating infotainment display, and a secondary passenger screen. Comfort is also a focus, with the second-row seats offering a “zero-gravity” mode.  

In terms of tech, the Freelander Concept 97 will pack some serious hardware. It will feature a Qualcomm Snapdragon 8397 automotive chip, Huawei’s Qiankun intelligent driving system with image-level LiDAR, and an all-new battery developed with CATL, which is the world’s first all-terrain specific “Freevoy Range-Extended Hybrid Battery”. This battery supports up to 360kW fast charging and is designed to handle tough off-road conditions with enhanced durability and safety tech. 

What To Expect

Freelander’s future roadmap looks aggressive. The first production model of this new collaboration brand is expected to be launched in China by the end of 2026 or by early 2027, which will then be followed by a global rollout. Freelander has planned to launch six vehicles over the next five years, with new models expected to debut every six months. 

The upcoming lineup will be based on a new flexible architecture, which will be capable of supporting fully electric, plug-in hybrid, and range-extended powertrains. An advanced 800V electrical system is also speculated, which should help in enabling faster charging and improved efficiency. 

Given the focus on intelligent driving, high-performance computing, and all-terrain capability, the Freelander Concept 97 seems to be targeting customers who want an electric SUV with a mix of luxury, tech, and rugged usability. 

ZigSays… 

By merging JLR’s design and brand heritage with Chery’s EV expertise, this new venture has the potential to carve out a unique space in the premium electric SUV segment. The shift of Freelander now being a standalone EV-focused brand is a bold move, but one that could pay off only if executed right. The Concept 97 looks like a promising model on paper, but its real success will depend on how well the production version delivers on luxury, performance, pricing, and global appeal. 

Do you wish to see the Freelander Concept 97 on Indian roads? Let us know your thoughts in the comments below!