JLR CEO PB Balaji has confirmed that the company will not prevent Chinese automaker Chery from introducing the revived Freelander brand to the UK market. He emphasized that these Chinese-built SUVs, if sold locally, would not compete with JLR’s current Land Rover lineup.
Revealed in early May, the Freelander 8 is a large 4x4 and the first of several new models under the Freelander name. Chery plans to launch a new vehicle every six months over the next five years as part of a long-standing joint venture with JLR.
JLR has licensed the Freelander name to Chery and designed the vehicles, but the Chinese company handles engineering and production in China. Sales will begin in China later this year, with potential exports to Europe and the UK still under consideration.
Freelander CEO Wen Fei previously noted that any European models would be tailored to local consumer preferences rather than being direct copies of Chinese-market versions.
Regarding the possibility of JLR opposing UK sales, Balaji stated the decision lies entirely with Chery, adding that JLR’s role is limited to ensuring the design aligns with the brand’s standards. He also suggested that if Freelanders are sold in the UK, they won’t be marketed through JLR’s dealerships.
When asked about potential cannibalization of JLR’s Discovery and Defender models, Balaji dismissed concerns, citing different pricing and product positioning. “We see it as ‘together we should be expanding the market,’” he said.