By Land Rover has revealed a new electric SUV concept under a revived Freelander name, marking a major step in its global EV strategy. The new model, called the Freelander Concept 97, aims to compete in the growing market for rugged yet premium electric SUVs.
The launch also introduces Freelander as a standalone brand, developed through a joint venture between Jaguar Land Rover and China’s Chery Automobile. This move signals a broader push into global markets with new electric and hybrid vehicles.
A New Chapter for Freelander
The Freelander name returns after years of absence, now positioned as a modern electric SUV brand. The Concept 97 name pays tribute to the original Freelander, first introduced in 1997.
Unlike previous models, the new Freelander is not just a single vehicle. Instead, it represents a full lineup of future models built on advanced platforms. The brand aims to combine Land Rover’s off road heritage with modern electric technology.
The design reflects that ambition. The concept features a boxy and upright stance, similar to other rugged SUVs in the segment. It also carries design cues inspired by the Defender, including a bold front and clean surfaces.
Platform and Technology Details
The Freelander Concept 97 uses an 800 volt modular architecture developed by Chery. This platform supports multiple powertrain options, including fully electric, plug in hybrid, and extended range electric setups.
While exact performance figures are not yet available, the use of 800 volt technology suggests fast charging and improved efficiency. This places the Freelander in line with newer premium EVs entering the market.
Inside, the concept focuses on space and flexibility. It includes a multi row seating layout and a futuristic cabin design. However, some elements are expected to change before production.
Global Plans With Limited Availability
Freelander will first target the Chinese market, where demand for electric SUVs continues to grow. The company also plans to expand into Europe and other regions in the future.
However, the model may not reach the United States anytime soon. Trade policies and tariffs could limit its availability in that market.
Despite this, the brand has confirmed that it is being developed with global customers in mind. Executives say the goal is to create a competitive alternative to other electric SUVs in the segment.
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The new Freelander EV enters a competitive space that includes models like the Rivian R2 and Tesla Model Y. Demand for rugged styled electric SUVs continues to rise, especially among buyers looking for both performance and utility.
By combining Land Rover’s design identity with Chery’s platform technology, Freelander aims to offer a strong balance of capability and efficiency.
The Concept 97 will make its public debut at the Beijing Auto Show, where more details are expected. Its reception could shape the future direction of the brand and its expansion plans.
