The new Freelander brand has revealed its debut model in China as a rugged electrified 4x4, created in partnership between JLR and Chery - and confirmed plans for a rapid-fire expansion into other global markets, including Europe.
The first model from Freelander (a sibling to Chery, Omoda, Jaecoo, Lepas, iCar and more) is a mid-sized off-road family SUV with a new 800V electrical architecture that can accommodate electric, range-extender and plug-in hybrid drivetrains.
It was previewed at the brand's launch event by the bold 97 concept, which was named for the year of the original Land Rover Freelander's launch and is expected to make production with few changes - save for the pillarless, reverse-opening rear doors.
The production version will be the first in a wave of new Freelander models destined for global sale: the brand has announced plans to introduce a new model every six months over the next five years. Each will be offered with the choice of EV, REx or PHEV power.
Freelander CEO Wei Lan referenced the historic commercial success of the Freelander (it was Europe's best-selling SUV for several years) as one motive behind the name's resurrection but also outlined the original car's distinctive blend of attributes as an inspiration.
"The genesis of the Freelander lay in recognition of the tremendous success of urban multi-purpose SUVs across European and North American markets, inspiring the creation of an entirely new vehicle that would unite 4x4 SUV capability, urban versatility and sheer driving pleasure," he said.
The name, Lan continued, "embodies an undeniable force, equally at home conquering untamed wilderness and gliding with elegance through the urban landscape. Today, as we speak this name once more, what we carry forward is the premium brand heritage and refined sensibility.
"We aspire to bring the spirit of British exploration into encounter with the power of China's new energy technology, igniting between them an inexhaustible and transformative energy."
The Freelander 97 references the design of its Land Rover namesake in its distinctive diagonal C-pillar, which nods to the original short-wheelbase car's detachable hardtop - a motif that is also echoed in the brand's two-triangle logo and headlight arrangement.
Revealed at a dedicated event in Beijing ahead of its public debut at the city's international motor show next week, the Freelander will replace the Land Rover Discovery Sport and Range Rover Evoque at JLR-Chery's Chinese factory in Changsu, which earlier today (31 March) built its final combustion-powered Evoque.
It has been designed and engineered initially for the local market, but Freelander is planning to disrupt the global premium SUV market.
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Please don't sell this here in the west!, that interior is just aweful,and is it fully off road compatible inside as well as out?, because what's shown in the images won't stand up to muddy boots and smelly gun dogs.
Why would JLR want to be 'part of a strategy to disrupt the global premium SUV market'? Surely they are a, if not THE, core manufacturer of that market.
That's very understandable. The nose teminds me of the Renault Magnum truck, Clarkson drove on Top Gear, many years ago.
And no pun made.