Freelander targets 25 Australian dealers for 2027 launch

Key highlights:

• Freelander targets around 25 Australian dealers for its 2027 launch
• The Freelander 8 PHEV will lead the local range
• Australian pricing, warranty and servicing arrangements remain unconfirmed

Freelander is building its own Australian dealer network ahead of its planned 2027 launch, with around 25 retailers targeted and both Chery dealers and premium-brand showrooms in the mix. The new brand, jointly established by Chery and Jaguar Land Rover (JLR), will make its local debut with the large Freelander 8 SUV. 

Australian boss Kym Mellow is setting up a Melbourne-based headquarters and recruiting key staff, although dealer appointments, pricing, warranty terms and servicing arrangements remain unconfirmed.

Freelander plans around 25 Australian dealers

Freelander is aiming for a launch network of around 25 dealers, covering major Australian capital cities. Kym Mellow, the brand’s head for Australia and New Zealand, told CarExpert Australia that the company has already received enquiries from retailers interested in joining the network.

“I think we’ll be looking at somewhere around 25,” Mr Mellow said of the planned launch network.

He confirmed that potential dealers could come from a range of backgrounds, including existing Chery retailers and premium-brand dealerships. Freelander will operate through its own separate dealer network, rather than simply becoming another brand within JLR’s existing Australian retail operation. 

The company hasn’t announced any appointed dealers or confirmed which locations will join the network.

Chery and JLR partnership, but separate Australian operations

Chery and JLR jointly established Freelander. JLR owns the brand and leads its design work, but it won’t be involved in running the Australian operation, according to Mr Mellow.

Instead, Freelander is establishing its own local management team and headquarters in Melbourne. Mr Mellow is currently the brand’s first employee in Australia.

Recruitment is underway for four key roles as Freelander prepares for its local launch. The positions cover:

• National aftersales manager
• Marketing
• Sales
• Dealer network strategy

Mr Mellow said appointing a national aftersales manager early would help the company establish its customer experience before vehicles arrive in Australia. Freelander also expects to use Chery’s existing parts and vehicle distribution infrastructure, avoiding the need to build those systems from scratch.

However, important details remain unresolved. The company hasn’t confirmed which workshops will be authorised to service Freelander vehicles or what warranty coverage Australian customers will receive.

Also read: Freelander 8 global specs detailed before 2027 Aussie launch

Freelander 8 to lead the Australian launch

Freelander has reaffirmed plans to launch in Australia in 2027, with the large Freelander 8 SUV set to lead the local range. Mr Mellow didn’t provide a more precise launch date.

The model’s international specification was recently presented to media at an event in China, where it was shown with a 2.0-litre four-cylinder plug-in hybrid (PHEV) powertrain and five- or six-seat configurations. The overseas model features:

These figures describe the overseas model. Australian specifications and pricing are yet to be announced, so the local version’s final equipment and configuration remain unconfirmed.

Freelander vehicles are manufactured at the Chery Jaguar Land Rover plant in Changshu, China, and the factory has undergone upgrades to support the brand’s global rollout.

What Australian buyers still need to know

Freelander has confirmed its broad launch plans, but several practical details remain outstanding.

• Dealers: Around 25 are targeted, but no retailers have been named.
• Launch timing: The brand continues to target 2027, without a confirmed date.
• Pricing and specifications: Australian details for the Freelander 8 are still to come.
• Servicing: Authorised workshop arrangements haven’t been confirmed.
• Warranty: Australian warranty terms remain unknown.

Freelander is now building the local team and retail network it needs to support the launch. Its use of Chery’s existing distribution infrastructure should also help avoid starting entirely from scratch, but buyers will need to wait for confirmation of the ownership and after-sales arrangements.