Tata Motors eyes China market with electric makeover of JLR's Freelander brand

The statement further said that under the proposed new agreement, the joint venture will pivot to produce an advanced portfolio of electric vehicles based on Chery’s EV architecture, under the Freelander name.

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Tata Motors on June 19 announced that Jaguar Land Rover (JLR) will revive its iconic Freelander after a decade—in a new electric avatar—for the Chinese market, the company said in a statement.

The new version of the four-wheel-drive will be developed by JLR through its well-established joint venture with Cherry Automobile, the company said in a regulatory filing, adding that both the firms have inked a letter of intention to license the Freelander brand to CJLR for the creation of electric vehicles in the world’s fastest-growing electric cars market and to boost product portfolio.

"In reborn CJLR form, Freelander will offer a range of mainstream electric vehicles, initially sold in China through a distinct network but over time destined for global export," the company said.

CJLR is a 50-50 joint venture of JLR and Cherry Automobile, which is China-headquartered carmaker.

JLR’s Freelander brand was a Land Rover vehicle that was successfully produced between 1997 and 2015, before being succeeded by the Discovery Sport in 2016.

Also read: Tata Motors to hike prices of commercial vehicles by up to 2% from July 1

The statement further said that under the proposed new agreement, the joint venture will pivot to produce an advanced portfolio of electric vehicles based on Chery’s EV architecture, under the Freelander name.

Adrian Mardell, JLR’s chief executive officer said the development underlines the firm’s commitment to China.

“Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China. We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR,” Mardell said.

The production date of the new Freelander, which will be manufactured in CJLR’s existing manufacturing facility in Changshu, has not been announced yet.

JLR is seeking to gain share in the world’s biggest auto market, where homegrown brands like BYD Co. and Great Wall Motor Co. are rolling out gadget-heavy electric and hybrid vehicles to cater to the rising popularity of outdoor activities. Manufacturing the Freelander as an EV is also set to help the push by parent, Tata Motors Ltd., for its electric business to reach profitability.

With inputs from Bloomberg