📷 Image Credits: Benzinga India
Tata Motors, in collaboration with Jaguar Land Rover (JLR) and Chery, has announced a strategic partnership to bolster their joint venture, CJLR’s product portfolio for the future era of electrification in China. The partnership, which builds on their 12-year relationship, involves the signing of a Letter of Intent to leverage their respective strengths. Under the proposed licensing agreement, the CJLR Joint Venture will transition to manufacturing a range of electric vehicles based on Chery’s EV architecture, to be produced exclusively under the iconic Freelander brand.
Adrian Mardell, JLR’s CEO, expressed, ‘Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in the region.’ The Freelander brand, known for its production between 1997 and 2015, will be revived under license from JLR. Collaborating with Chery and JLR’s Creative teams, the vehicles will be designed to offer a unique electric vehicle experience merging Chery’s advanced EV technology with the distinctive appeal of the Freelander brand.
This innovative collaboration model aims to deliver a new value proposition to Chinese and global consumers. The vehicles will be manufactured at CJLR’s existing facility in Changshu, promising a cutting-edge lineup of electric vehicles tailored for the Chinese market and slated for global export. The strategic partnership signifies a significant shift for CJLR, positioning Freelander as a standalone brand within a value creation system independent of Chery’s existing portfolio and JLR’s luxury House of Brands.
The rebirth of the Freelander brand underpins JLR and Chery’s commitment to meeting the growing demand for electric vehicles in China, the world’s largest electric vehicle market. The partnership marks a new chapter in the automotive industry’s move towards electrification, blending Chery’s technological expertise with the heritage and design strength of JLR to offer consumers an unparalleled electric vehicle experience.
