Chery Australia has now confirmed it will introduce the Freelander brand locally in 2027, through a joint venture with Jaguar Land Rover, following earlier reports. The company is keeping details under wraps for now, only confirming the launch timeline.
Freelander (launched in 1997 by JLR) was an immediate global success, becoming Europe’s best-selling 4WD vehicle for five consecutive years (1997–2002). Land Rover officially designated the Freelander 1 as its 8th Heritage vehicle in 2016, a status usually reserved for icons like the original Series I and the Defender.
A familiar name returns
The Freelander brand is a joint creation between Chery and Jaguar Land Rover (JLR). Chery and JLR have operated a joint venture in China since 2012.
Historically, Chery built vehicles for JLR to sell within China. Now, the strategy is shifting, and Chery will manufacture Freelander vehicles for both Chinese and global markets.
Freelander hasn’t revealed a production-ready vehicle yet despite the announcement. The only preview so far is the Concept 97, and even that comes with limited technical detail.
Aussies recognise Freelander
The Freelander name isn’t new to Australia. It was previously used by Land Rover for an entry-level SUV sold locally between 1998 and 2015, with 15,218 units delivered across two generations.
This gives the new brand a slight advantage in terms of recognition that most new Chinese entrants lack.
The Concept 97: A glimpse of what’s coming
The Concept 97 offers the first look at the Freelander direction. It is named after 1997, the year in which the original Freelander entered production. It incorporates styling cues from earlier Freelander models sold under Land Rover.
It has a fully modern, 2020s-focused cabin, a large standalone infotainment touchscreen, and a full-width display stretching across the base of the windscreen.
The production version is expected to use Chery’s T1X platform under the skin, which supports plug-in hybrid systems and a fully electric powertrain.
Also read: Chery expands 7-year support program to global markets
More Chery brands incoming
Freelander is just one piece of a broader expansion strategy. Several other Chery-affiliated brands are also heading to Australia. Here are the confirmed and expected launches:
- Lepas is arriving in mid-2026 with a focus on small to large SUVs and bold colour options.
- iCaur is expected in early 2027 with a focus on electric (EV) and extended-range electric (EREV) SUVs and boxy styling
- Jetour is targeting a mid-2026 launch and will operate independently from Chery’s core brand group
Omoda Jaecoo has already been working to establish itself in Australia since launching deliveries in 2025. These additions will significantly expand Chery’s presence in the Australian market.
Also read: Chery Tiggo 9 could get a cheaper FWD variant
Brand strategy and overlap
Chery says its brands aren’t structured in a traditional “entry-level to luxury” hierarchy. Each is aimed at different buyer groups, instead.
There’s a notable overlap across the lineup. Chery and Omoda Jaecoo both offer SUVs across multiple size segments. Lepas will follow a similar SUV-focused approach. iCaur and Freelander are both expected to deliver boxy, electrified SUVs.
The bottom line
Chery’s growing portfolio means Australian buyers will soon see a wave of new, and often unfamiliar, brand names. Freelander stands out slightly thanks to its historical connection, but like its sibling brands, it will still need to prove itself in an increasingly crowded and competitive SUV market.
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