Freelander will launch in Australia and New Zealand in 2027 as a standalone premium all-terrain brand jointly developed by Jaguar Land Rover and Chinese carmaker Chery.
The venture revives the Freelander name previously used for Land Rover’s compact SUV, but applies it to an entirely new vehicle brand combining British design with Chinese electrified technology and manufacturing expertise.
Its first model in Australia and New Zealand will be the Freelander 8, an upper-large SUV measuring more than 5.1 metres long and offering five- and six-seat configurations.
Australia and New Zealand have been identified as priority right-hand-drive markets as the brand begins its international expansion.
Automotive executive Kym Mellow has been appointed Freelander Australia and New Zealand head, with responsibility for market entry, brand strategy, sales, marketing, aftersales, product and dealer network development.
Mellow has previously held executive roles with Inchcape Australasia and Mazda Australia.
“Freelander brings together JLR’s British design and all-terrain heritage with the best of Chery’s technology, scale and supply chain,” Mellow says.
“For Australians, Freelander has always been an invitation to explore more of this country.
“We’re reimagining it as a premium, technology-led brand built for gravel tracks and city streets alike, and we’re investing in the dealer partnerships and local team to make every part of ownership live up to that promise.”
The Freelander 8 has already gone on sale in China, where the company says it attracted more than 10,000 pre-orders within 48 hours.
Australian and New Zealand specifications, pricing and detailed launch timing will be announced closer to its arrival.
“The large premium SUV segment is where Australian families spend on the vehicle that does it all,” Mellow says.
“Freelander gives those buyers something new, British design, advanced electrified technology and real all-terrain ability, backed by a premium ownership experience.”
Freelander plans to sell its vehicles through established dealerships in Australia and New Zealand, supported by dedicated showrooms, trained sales and service staff, parts supply and aftersales support.
Dealer appointments will be announced before launch, while recruitment for key senior positions is under way.
The brand is being developed by Chery Jaguar Land Rover, a 50:50 joint venture established in 2012. JLR licensed the Freelander name to the venture in June 2024.
JLR is leading vehicle design and contributing its premium brand and all-terrain expertise, while Chery is providing electric and hybrid technology, engineering capability and access to its global supply chain.
Freelander says it is supported by more than 5000 employees and five strategic hubs spanning design, research and development, manufacturing and international operations.
Its vehicles will be manufactured at the joint venture’s Changshu plant in China, where the first Freelander 8 left the assembly line on July 30.
Chery Group sold more than 2.8 million vehicles during 2025, including 1.34 million exports and 903,847 new-energy vehicles. Its other brands include Chery, iCAUR, Lepas, Omoda and Jaecoo.
The UAE has been named as Freelander’s first international market outside China. The company plans to introduce six models globally during the next five years.
