Freelander launched its first production model, the Freelander 8, on September 3.
Prices start at RMB 289,900 (USD 43,000) after launch incentives. The five-seat version costs RMB 289,900–369,900 (USD 43,000–55,000), while the six-seat version is priced at RMB 299,900–379,900 (USD 45,000–56,000). Three trims are available: Pro, Max, and Max+.
Early demand appears strong. Orders reportedly exceeded 5,000 within 12 hours of launch, and all 1,000 vehicles in the limited launch edition sold out.
The Freelander 8’s standard equipment is more notable than its starting price.
All versions come with 156 standard features, including an 800-volt range-extender platform, dual-motor all-wheel drive, Huawei’s Qiankun ADS 5 driving assistance system, a Qualcomm Snapdragon 8397 chip, and a 23-speaker Harman Kardon audio system. The motors deliver a combined 610 kilowatts, allowing the vehicle to accelerate from zero to 100 kilometers per hour in 4.6 seconds. Its all-electric range is 310 kilometers under the China Light-Duty Vehicle Test Cycle (CLTC) standard.
That approach departs from a common strategy among new energy vehicle makers: using an entry-level version to lower the advertised starting price while reserving key capabilities for higher trims. Freelander appears to be making a relatively high level of standard equipment central to its offer, positioning the model’s entry price of nearly RMB 300,000 (USD 45,000) as the level at which it expects most sales.
For Freelander, the larger question is what identity a new brand operated by Chery Jaguar Land Rover can establish.
The first answer is all-terrain capability.
The Freelander 8 comes with a front mechanical differential lock, a virtual center lock, and a rear electronic limited-slip differential, or e-LSD. It has a maximum wading depth of 900 millimeters and maximum ground clearance of 270 millimeters.
It is also attempting to add intelligent controls to Land Rover’s traditionally mechanical approach to all-terrain driving. Its intelligent all-terrain system, or i-ATS, was jointly calibrated with Huawei. It can scan and identify road conditions, then automatically adjust power delivery, suspension settings, and differential locking.
That is where the Freelander 8 aims to distinguish itself from the many boxy new energy SUVs on the market.
Wen Fei, global CEO of Freelander, sums up the positioning as “go wild, travel in style.” The brand draws on Land Rover’s 78 years of all-terrain calibration expertise and its global database, alongside technology from suppliers including Huawei, ZF, and Qualcomm. The aim is to combine traditional mechanical capabilities with intelligent systems.
The goal is to make all-terrain driving accessible beyond seasoned off-road enthusiasts.
Freelander is trying to carry Land Rover’s most important brand asset into the new energy vehicle market through electrification and intelligent technology.
This reflects Chery Jaguar Land Rover’s broader plan for Freelander. The vehicle was conceived from the outset as part of a global brand initiative, rather than a model developed specifically for China.
Wen said the Freelander 8 was developed as a global model and must meet certification requirements under nine major safety regulatory regimes worldwide. To prepare for entry into more than 100 countries and markets, the research and development team deployed more than 1,000 test vehicles in regions including Northern Europe, Western Europe, and South America. Data from those tests also informed products developed for China.
That makes Freelander an unusual case among today’s automotive joint ventures.
Its approach goes beyond pairing a foreign brand with Chinese manufacturing or exporting Chinese new energy vehicle technology. It aims to combine Land Rover’s brand equity, design expertise, and all-terrain capabilities with China’s mature supply chains for new energy vehicles and intelligent technology.
With the Freelander 8, Chery Jaguar Land Rover wants to show that the value of joint ventures increasingly lies in using China’s automotive supply chain to build brands capable of competing globally.
Wen also set practical limits on that ambition.
Freelander remains part of the Chery Jaguar Land Rover joint venture, in which the Chinese and foreign shareholders each hold a 50% stake. At this stage, it is not in a position to pursue a standalone public listing.
Wen said the immediate priority is to deliver strong products, meet delivery commitments, build the brand’s reputation and recognition, and keep the joint venture on a sound operational footing, rather than seek favor with public market investors.
KrASIA features translated and adapted content that was originally published by 36Kr. This article was written by Li Qin for 36Kr.
Note: RMB figures are converted to USD at rates of RMB 6.73 = USD 1 based on estimates as of September 11, 2026, unless otherwise stated. USD conversions are presented for ease of reference and may not fully match prevailing exchange rates.