FREELANDER is venturing into a new era as the mobility landscape transforms from mere transportation to experiences enriched by smart technology and connectivity. Originally launched as the Land Rover Freelander in 1997, the brand was synonymous with a blend of all-terrain capability and passenger comfort, pioneering the urban off-road SUV segment. Now, almost three decades later, FREELANDER is rebranding itself as a premium intelligent mobility company focused on modern drivers and global markets. Officially unveiled at the Night of FREELANDER event during the Chery International Business Summit (IBS), this new chapter marks a collaboration between Jaguar Land Rover and Chery, merging heritage with cutting-edge technologies and luxury mobility experiences.
As the automotive industry shifts towards connected ecosystems and vehicles that seamlessly adapt to urban and outdoor environments, FREELANDER is aligning its strategy with these changes. The brand plans to introduce six new SUV models within the next five years while expanding its reach to over 90 countries with more than 1,100 contact points worldwide. The Middle East has been selected as its first international strategic market, underscoring the region’s significance in the premium automotive sector and its growing appetite for intelligent mobility solutions.
FREELANDER’s new development strategy is anchored on three pillars: British Craftsmanship, Smart Confidence, and All-Terrain Freedom. The newly launched FREELANDER 8 exemplifies this approach with features like panoramic digital displays, advanced cockpit technologies, and second-row zero-gravity seating for enhanced comfort and connectivity. Powered by the Qualcomm Snapdragon 8295 chip, the vehicle’s intelligent cockpit supports up to eight displays and includes immersive interaction systems. The integration of L2+ advanced driver assistance systems and Advanced VPD functionality offers autonomous parking and smartphone-based vehicle retrieval in select markets.
Continuing its legacy in all-terrain capability, FREELANDER integrates its i-ATS Intelligent All-Terrain System, which provides nine different terrain modes. These modes cover diverse conditions such as snow, mud, sand, and water crossings, among others. The brand also highlights innovations like the AiMOGA robot initiative, which emphasizes the increasing role of artificial intelligence in mobility ecosystems. FREELANDER’s vehicles are manufactured at the Chery Jaguar Land Rover Intelligent Manufacturing Base, a facility that employs over 1,100 robotic operations to ensure consistent production quality through automated processes.
The company’s transformation reflects broader industry shifts towards connected technologies and adaptable transportation solutions. With five strategic global hubs and more than 6,000 employees, FREELANDER is poised to redefine mobility experiences for modern consumers. As it embarks on this new journey, the brand aims to continue its legacy of blending exploration with intelligent mobility, ensuring its place as a key player in the evolving automotive landscape.