The new Freelander brand has revealed its debut model in China as a rugged electrified 4x4, created in partnership between JLR and local giant Chery - and confirmed plans for a rapid-fire expansion into other global markets, including Europe.
The first model from the new marque – a sibling to Chery's existing Omoda, Jaecoo, iCar and eponymous Chery brands – will a mid-sized off-road family SUV based on a new 800-volt architecture which 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 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, with the brand announcing plans to introduce a new model every six months over the next five years. Each will be offered with the choice of pure-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".
The name, he said, "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 new Freelander references the design of its namesake in its distinctive diagonal C-pillar, which nods to the original short-wheelbase car's detachable hardtop - a motif which 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 the final combustion-powered Evoque.
It has been designed and engineered initially for the local market, but the company has confirmed that variants for export to other countries are in development, as part of a strategy to disrupt the global premium SUV market.
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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.