Tata Motors' JLR And China's Chery Set To Produce EVs In China Under 'Freelander' Brand

Tata MotorsJaguar Land Rover (JLR) and Chery have unveiled a new model of collaboration to bolster their joint venture, CJLR’s product offer for the forthcoming era of electrification in China.

What Happened: The duo, who share a 12-year-long partnership, inked a Letter of Intent to capitalize on their respective strengths. The proposed licensing agreement will see the CJLR Joint Venture shift gears to manufacture a sophisticated range of electric vehicles based on Chery's EV architecture, exclusively under the Freelander name. Cheery is one of the largest auto manufacturers in China.

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“Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China,” said Adrian Mardell, JLR’s CEO.

The Freelander brand, a Land Rover vehicle produced between 1997 – 2015, will be resurrected under license from JLR. The vehicles will be designed in collaboration with both Chery and JLR's Creative teams and will be built at CJLR's existing manufacturing facility in Changshu.

The innovative collaboration model promises to deliver a unique electric vehicle experience for China and global consumers, merging Chery’s advanced EV technology with the distinctive allure of the Freelander brand.

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