Tata Motors-owned Jaguar Land Rover Automotive is set to reintroduce the iconic Freelander as an electric vehicle (EV), specifically targeting the Chinese market. This move comes a decade after the Freelander was discontinued, aiming to bolster Tata Motors' position in the electric vehicle sector.
Reviving the Freelander as an EV
Jaguar Land Rover has partnered with Chery Automobile Co. to license the Freelander brand and develop a new series of electric vehicles. This initiative will be managed through their joint venture, CJLR, utilizing Chery’s production facilities and technology for manufacturing.
The reintroduced Freelander EV is part of Jaguar Land Rover's strategy to capture a larger share of the world's largest auto market. While CJLR will continue producing conventional fuel-powered vehicles, the focus will be on expanding their electric vehicle lineup.
Manufacturing and Market Strategy
The new Freelander EV will be manufactured in Changshu, China, and initially launched in the Chinese market. Jaguar Land Rover plans to expand its availability to global markets in the future. However, the companies have not yet announced the exact start date for production.
The Freelander brand was originally introduced in 1997 and was discontinued in 2015, replaced by the Discovery Sport in 2016.
JLR's Growth Plans
Jaguar Land Rover is also set to begin local assembly of its Range Rover and Range Rover Sport models in India. The automaker has seen significant growth, with sales increasing by 81% in FY24 to 4,436 units compared to FY23. The company aims to double its business in India over the next three years.
Tata Motors' Electric Vehicle Strategy
Under Tata Motors' 'Reimagine' strategy, Jaguar will transition entirely to electric vehicles, and 60% of Land Rover models will be electric by 2030, moving away from combustion engines towards zero-emission technology.
In India, Tata Motors plans to mainstream electric vehicles with the introduction of new models in FY25, including the Curvv.ev, Harrier.ev, and Sierra.ev. This will be followed by the Sierra.ev and the Avinya, Tata's first fully ground-up EV, in FY26.
Tata Motors reported a significant increase in net profit in Q4FY24, rising more than threefold to ₹17,528 crore from ₹5,496 crore a year earlier. This boost in profit was driven by strong performances across its three business verticals and a deferred tax credit of ₹9,500 crore.
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