FREELANDER is stepping into a new era as the automotive landscape shifts toward experiences defined by intelligent technology and flexible lifestyles. The brand, originally known for its Land Rover Freelander launched in 1997, is now positioning itself as a premium intelligent mobility brand aimed at modern drivers and global markets. The original model, which combined all-terrain capability with passenger comfort and versatility, became a symbol of freedom and adventure, helping to pioneer the urban off-road SUV segment. Between 1997 and 2002, it was Europe’s best-selling SUV, reflecting a growing consumer demand for vehicles that blend exploration with comfort.
Nearly three decades later, FREELANDER is once again evolving, as announced during the Night of FREELANDER at the IBS (Chery International Business Summit). The brand, developed in collaboration between Jaguar Land Rover and Chery, is entering a new chapter as a British premium intelligent all-terrain brand. This transition underscores broader trends in the automotive industry, where there is a growing demand for connected technologies, digital ecosystems, and adaptable vehicles. FREELANDER plans to introduce six new SUV models over the next five years and expand into more than 90 countries, targeting over 1,100 touchpoints worldwide. The Middle East has been identified as the first international strategic market, highlighting the region’s significance in the premium automotive sector.
The company’s future strategy revolves around three pillars: British Craftsmanship, Smart Confidence, and All-Terrain Freedom. The newly introduced FREELANDER 8 features advanced technologies such as panoramic digital displays, intelligent cockpit systems, and immersive interaction capabilities, designed to enhance comfort and connectivity. Powered by the Qualcomm Snapdragon 8295 chip, the cockpit supports up to eight displays and offers responsive interaction. The vehicle also offers L2+ advanced driver assistance systems and Advanced VPD functionality in select markets, enabling features like autonomous parking and smartphone-based vehicle retrieval.
FREELANDER continues to prioritize all-terrain capabilities with its i-ATS Intelligent All-Terrain System, offering nine terrain modes to cover various driving conditions. Additional technologies include dual-chamber air suspension and intelligent terrain management systems. At the IBS, FREELANDER showcased innovations such as the AiMOGA robot initiative, emphasizing the integration of artificial intelligence in mobility ecosystems. The company operates through five global hubs with over 6,000 employees, supported by 17 international subsidiaries and 11 research institutes.
All FREELANDER vehicles will be manufactured at the Chery Jaguar Land Rover Intelligent Manufacturing Base, the first of its kind outside the UK. This facility integrates over 1,100 robotic operations to ensure manufacturing consistency and quality. The brand’s transformation reflects broader changes in mobility and exploration, driven by connected technologies and adaptable solutions. As it approaches its third decade, FREELANDER is poised to redefine intelligent mobility with a focus on global expansion and connected driving experiences.