After Sierra, Tata To Revive Another Iconic SUV! » MotorOctane

Tata Motors has largely stayed away from brand tie-ups for quite some time. However, the company has now made a notable move. Surprisingly, Tata has entered into a collaboration with a Chinese automaker to revive another legendary nameplate. Let’s know more about it.
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JLR-Chery Partnership – A New Identity

Tata’s Jaguar Land Rover (JLR) has officially joined hands with Chinese giant Chery to bring back their ‘Freelander’ nameplate. A spy shot of the crash-test vehicle has been spotted, giving us an overall idea of the vehicle. For JLR, the Freelander is a legendary stable with global appeal, loved by customers who love adventurous lifestyle SUVs. This time, however, it’s going to be in an electrified powertrain. Unlike the Freelander, which was under the Land Rover brand, the new Freelander will be a standalone brand. JLR is currently moving towards a ‘House of Brands’ strategy featuring Range Rover, Defender, Discovery, and Jaguar, and the Freelander would join alongside these as a separate entity. It won’t be sold in JLR’s fully fledged showrooms but will have a dedicated retail network, managed by Chery.

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What’s Under the Hood?

Details about the powertrain have not been disclosed yet. However, the Freelander SUV is expected to be offered in both BEV (Battery Electric Vehicle) and EREV (Extended Range Electric Vehicle) configurations. The fully electric BEV version is likely to feature an 800V high-voltage architecture, which could enable faster charging and improved efficiency.

Regardless of the powertrain, every variant of the Freelander SUV is expected to come with all-wheel drive (AWD) as standard. In addition, the SUV is expected to carry forward the all-terrain capability associated with the brand, a Land Rover trait. vehicles. The vehicle relies on CATL’s industry-leading battery technology, famed for its impressive range and safety. At the same time,e the interior’s digital ecosystem is powered by the latest high-performance Qualcomm Snapdragon processors.

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JLR-Chery Partnership – Design

In terms of styling, as per the spyshots, the Chery Freelander SUV seems to draw clear inspiration from the original JLR model. Its rugged, boxy silhouette closely reflects the classic design language of traditional Land Rover SUVs. The overall stance and proportions also evoke the timeless look of the Land Rover Discovery, reinforcing its utilitarian and adventurous character. While Chery handles the platform, JLR is leading the design with its team. The spy shots suggest a modern lighting signature, but JLR says it will “echo the spirit” of the OG Freelander. Freelander SUV is set to make a bang with a spacious 2+2+2 seating layout, prioritising passenger comfort through high-tech partnerships. To ensure a smooth and safe drive, Chery has tapped Huawei Qiankun to provide Level 2+ advanced driver assistance systems (ADAS). 

From the spy shots of the crash-test vehicle, the front end features rectangular headlamps, a closed-off grille, and cornering lighting elements. A prominent clamshell bonnet further adds to the SUV’s bold look. ‘FREELANDER’ branding is clearly stamped on both the grille and the rear, reinforcing its identity. The SUV also features LiDAR modules at the front and rear, suggesting advanced autonomous driving technology. In addition, it is expected to come equipped with front and rear cameras to support its driver-assistance systems.

Interior

Stepping inside, the driver is welcomed by a modern three-spoke steering wheel with intuitive scroll-wheel controls for effortless access to the car’s features. The dashboard boasts a sweeping, full-width display at the base of the windshield, complemented by a massive, floating central touchscreen. While the cabin feels futuristic, Chery has wisely included physical buttons at the base of the screen for quick access to essential functions, ensuring that practicality is most important

The Freelander’s interior is crafted with premiumness. From dual wireless charging pads and a sleek electronic gear selector to clever storage nooks tucked beneath the centre console. A standout feature is the second-row right-side seat; by integrating the seatbelt directly into the frame, Chery has cleared the way for a “zero-gravity” reclining mode. 

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Why the comeback?

JLR’s sales for locally made models like the Discovery Sport and Range Rover Evoque have been struggling in the competitive Chinese market. By bringing back the Freelander name and pairing it with Cherry’s EV tech, JLR wants to take on the mainstream electric SUV segment. 

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JLR-Chery Partnership – Coming to India?

Initially, the Freelander is set to debut on March 31, 2026. Given that Tata Motors (JLR’s parent company) and Chery have had discussions in the past, and India’s growing need for premium EVs, we wouldn’t be surprised to see the Freelander badge return to Indian shores in a few years. If that happens, then it would take on the plates of the Volvo XC40 Recharge or even the upcoming Tata Harrier EV. The starting price would be approximately CNY 400,000 (roughly Rs 54.57 lakh). The SUV will debut in China and the Middle East first, with potential for a broader global rollout later.

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