The automotive landscape is witnessing a notable revival as the iconic Freelander nameplate makes a comeback, but with a twist. This time, it will not be as a Land Rover but as a series of Chinese electric vehicles (EVs). This move marks a significant shift from its traditional identity, ushering in a new era for the once-celebrated model. Before the Discovery Sport, Land Rover's entry-level offering was the Freelander. Introduced in the late 1990s, the Freelander was Land Rover's first model built with a unibody structure, setting it apart from the brand's other, more rugged models. During its second generation, it was rebranded and sold in the United States as the LR2. Despite its popularity and innovative design, production of the Freelander ceased in early 2015 after a 14-year run.
Land Rover, in partnership with the Chinese automaker Chery, is resurrecting the Freelander name for a new line of electric vehicles. This collaboration is not new; the two companies have maintained a successful relationship for over a decade, operating the 50:50 CJLR joint venture since 2012. This partnership has previously brought to market models such as the Discovery Sport, Evoque, E-Pace, and stretched versions of the XF and XE sedans.
The new Freelander EVs will be assembled at a factory in Changshu, China, utilizing a Chery-developed platform. Initially, these vehicles will be sold exclusively in China, with plans for global exports in the future. This strategic move aims to cater to the growing demand for mainstream, affordable electric vehicles.
Interestingly, the reborn Freelander lineup will be marketed independently from both Land Rover and Chery. This decision involves creating a distinct retailer network, effectively establishing a new sub-brand. This approach allows the Freelander EVs to stand on their own, potentially attracting a different segment of consumers looking for cost-effective, eco-friendly transportation solutions.
While specific details about the new Freelander EVs remain scarce, it is known that the vehicles will benefit from design and engineering input from both Land Rover and Chery. This collaboration aims to combine Land Rover's expertise in premium vehicle design with Chery's advancements in electric vehicle technology. There are reports suggesting that these new EVs might share mechanical components with Exeed, a Chery sub-brand that plans to launch in Europe by 2026.
Jaguar Land Rover (JLR) is not the first global automaker to deepen ties with Chinese brands. Recently, Volkswagen announced a partnership with Xpeng for several China-centric EVs, while Audi revealed a similar collaboration with SAIC. These partnerships highlight a broader trend in the automotive industry, where established brands are joining forces with Chinese companies to leverage their market knowledge, manufacturing capabilities, and technological advancements.
The return of the Freelander nameplate as a series of Chinese electric vehicles marks a significant milestone in the evolution of the automotive industry. Through the collaboration between Land Rover and Chery, the new Freelander EVs are poised to capture the growing market for affordable, mainstream electric vehicles. As this new chapter unfolds, it will be interesting to see how the reborn Freelander will shape the future of eco-friendly transportation and redefine its legacy in the automotive world.
Wael is an automotive content writer specializes in creating written content for Motor 283. Producing a wide range of content, including blog posts, articles, product descriptions, reviews, and technical guides related to cars, trucks, motorcycles, and other vehicles, with an unprecedented passion for cars, and motorcycles.
Smart Mobility International, a subsidiary of one of the UAE's premier automotive agencies with over 40 years of experience in distributing luxury brands such as Rolls-Royce, BMW, and McLaren, has signed an agreement with AVATR Technology to become the exclusive distributor of AVATR's innovative range of vehicles.
AVATR Technology, a leading manufacturer of luxury New Energy Vehicles, is a joint venture between Chang’an Automobile and CATL, a world-leading smart energy technology company, along with a strategic partnership with Huawei. Together, this partnership empowers AVATR with vehicle R&D, innovative smart energy technology, and an intelligent ecosystem.
Led by Chief Designer Nader Faghihzade, formerly of BMW, the sleek, modern, and aerodynamic vehicles are designed at AVATR Technology’s global design center in Munich.
The agreement was signed on June 20th in the presence of His Excellency Sheikh Saif Bin Mohammed Bin Butti Al Hamed and His Excellency Mr. Zhang Yiming, Ambassador of the People's Republic of China to the UAE, along with several distinguished guests from the global automotive industry. Mr. Wu, head of AVATR global business development gave opening remarks, with the agreement signed by Mr. Moutaz Louis, CEO of Smart Mobility International, and Mr. Wang, Vice President of AVATR Technology.
Mr. Wang of AVATR Technology commented: “The UAE is one of the leading consumers of high-end luxury vehicles, and the UAE will soon experience our class-defining range of Smart Electric Vehicles (SEVs). This is our first export market outside of China, and we are delighted to partner with Smart Mobility International to bring AVATR to the UAE.”
Moutaz Louis, CEO of Smart Mobility International, remarked: “AVATR is set to revolutionize the New Energy Vehicle (NEV) market with a range of products that define a new class of luxury and performance. We are excited to see the reaction of our UAE customers.”
In a bold leap into the future of transportation, Mate Rimac, known for pushing the boundaries of automotive innovation, is set to launch Verne, an autonomous robotaxi service scheduled to debut in 2026. Named after the visionary author Jules Verne, whose works inspired generations with tales of adventure and exploration, Verne aims to revolutionize urban mobility with a blend of cutting-edge technology and passenger-centric design.
Verne isn't just another autonomous vehicle; it's designed to prioritize passenger comfort and control. Utilizing the Mobileye Drive platform and boasting Level 4 autonomous driving capabilities, Verne promises a seamless journey from point A to B without the need for human intervention. However, what truly sets Verne apart is its focus on enhancing the passenger experience through customizable features.
Upon summoning a Verne robotaxi via a dedicated ride-hailing app, passengers can personalize their ride before it even arrives. From setting the interior temperature, lighting, and sound to adjusting the comfort level and even choosing a preferred scent, Verne ensures that every ride is tailored to individual preferences. This level of personalization aims to create a sense of ownership and familiarity, despite passengers never owning the vehicle itself.
The UAE automotive landscape is one of the main engines of the UAE's economy with the entry of a brand that epitomizes luxury and intelligent driving. It is currently the second-largest automotive industry in the Gulf Cooperation Council (GCC). The automotive industry’s growth has indicated how it intends to use this sector to support the nation's economic expansion.
SERES AUTO and Green Motors UAE join forces to introduce SERES intelligent luxury electric vehicle (EVs) that combines innovation, sustainability, and unparalleled driving experiences in a mega launch event that took place at Burj Khalifa – Armani Hotel on June 28, 2024 in the presence of Royalty, VIPs and SERES Management.
The event hosted over 200 people in a phenomenal setup that shared the best state of art and technology of the automotive innovative electric business.
“The United Arab Emirates is an important market in the automotive industry; and we at Green Motors UAE are happy to contribute to the growth of this sector that supports the main engines of the UAE’s Economy. SERES Cars will be the innovation and sustainable technology which defines the state of luxury within the electric cars in the UAE. The future is very promising with continued sustained growth ad state of art economic infrastructure. We believe diversification will provide a strong foundation for the economic growth of our nation” said H.E Ahmed Al Dhaheri Chairman of Green Motors UAE.
“As a prominent technology-driven automotive company at the forefront of the new energy vehicle market, SERES is rooted in a 'user-centric' approach, focusing on software-defined vehicles. Supported by the principle of ‘Intelligence Redefining Luxury’ we will continue to advance our leadership in technology and further collaborate with Green Motors to create an ultimate experience for our customers in UAE. “ said Mr. Li Bo, Vice-President of SERES Group and President of SERES Oversees BU.
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