The new Freelander brand has previewed 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 Wen Fei 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, Fei 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."
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In a decent colour it may not look half bad, from the outside. Styling looks a bit bland, but so did the Disco' 3 when it first appeared, and that grew on me.
The inside shots make me want to run away !
When can we read a proper roadtest ? PHEV please you can keep the all electric.
Let's hope it makes some money for JLR, thet need it.
Obviously the exclusive design cues have been taken from a couple of Weetabix boxes!
We know it will be ridiculously expensive so even if you want one it would not be a bargain.