First look at new Freelander as crash test pictures leaked

The first car to come from Chinese giant Chery's new Freelander brand has surfaced ahead of its unveiling on 31 March.

The Chinese company (which sells cars in the UK under its Chery, Jaecoo and Omoda brands) is reviving the Freelander name in collaboration with JLR for a new line of electrified crossovers.

Images of the new model following a crash test have now been published by Chinese website MyDrivers, as well as CarNewsChina.

Although the vehicles pictured are heavily damaged, they clearly draw on the original Land Rover Freelander, with blocky proportions and squared-off lights front and rear.

Indeed, the front lighting graphic matches the distinctive design released by Chery earlier this week.

While Freelanders will at first be sold only in the Chinese market, there is “potential for global expansion”, JLR China president Qing Pan said previously.

Image: MyDrivers

Chery is developing the electrified model range using an in-house-developed "flexible" platform, Pan said. 

Autocar has learned that this is Chery’s T1X platform, which underpins various cars from its other brands, such as the Jaecoo 7.

The first new Freelander is set to be a plug-in hybrid. It will “echo the original spirit of Freelander but [be] brought up to date to appeal to discerning, technologically savvy Chinese consumers,” Pan said.

The new Freelander will give Chery JLR's factory a replacement for the Land Rover Discovery Sport and Range Rover Evoque, production of which will end this year. 

It will sit in different market segment from JLR’s imported high-end models in China, such as the Range Rover, Range Rover Sport and Land Rover Defender. 

JLR has said the new Freelander will be sold in a network of its own dedicated, Chery-run dealerships.

Freelander doesn't come under JLR's luxury-focused ‘House of Brands’ marketing and sales strategy, which effectively splits Jaguar, Defender, Discovery and Range Rover into stand-alone model lines. 

In the UK and mainland Europe, a Chinese-built Freelander could cannibalise sales of the cheaper models based on JLR's new EMA EV platform, such as the upcoming Range Rover Velar and Land Rover Defender Sport. That would make the business case for selling Freelanders in those markets harder to justify.