Key Points
- Freelander, the premium SUV brand from the Chery and JLR joint venture, will launch in Australia and New Zealand in 2027.
- The Freelander 8, a large SUV more than 5.1 metres long with five- and six-seat layouts, will be the brand's first local model.
- Former Inchcape and Mazda Australia executive Kym Mellow will lead Freelander in Australia and New Zealand.
Freelander will launch in Australia and New Zealand in 2027. The brand is a stand-alone premium SUV marque created by Chery and Jaguar Land Rover (JLR). Its first local model will be the Freelander 8, a large SUV that will sit in the premium upper-large SUV segment. Freelander confirmed Australian pricing, specifications and an exact launch date will son be confirmed.
Freelander 8 Will Be the First Model
The Freelander 8 is the flagship of the new brand. It measures more than 5.1 metres long and will be offered with five- and six-seat configurations.
The SUV went on sale in China after the brand's release there on 3 September 2026. Freelander says it received more than 10,000 pre-orders within 48 hours of order books opening. That figure comes from the company and has not been independently verified.
The first Freelander 8 came off the production line on 30 July 2026. Earlier details released for the Chinese market give a clearer picture of its size and technology. These have not been confirmed for Australia.
Freelander 8: China-Market Details (Australian Specs TBC)
Detail | Freelander 8 (China) |
Length | Up to 5,185mm |
Width | 2,050mm |
Height | 1,898mm |
Wheelbase | 3,040mm |
Seating | Five or six seats |
Powertrains | Battery electric, plug-in hybrid and extended-range electric |
Electrical architecture | 800V |
Battery supplier | CATL |
Driver assistance | Huawei Qiankun ADS 5.0 |
Screens | 46.3-inch panoramic display and 15.6-inch central screen |
What the Freelander 8 Will Compete With
Freelander says the brand will compete in Australia's premium upper-large SUV segment. The company says the Freelander 8 will take on premium large SUVs from established European and Japanese brands. It did not name specific models.
Based on its size, seating and positioning, likely rivals in Australia include:
- BMW X5 and BMW iX
- Mercedes-Benz GLE and GLS
- Audi Q7
- Volvo XC90 and EX90
- Lexus RX and Lexus GX
- Land Rover Range Rover Sport and Discovery
- Geely Battleship 700
Freelander is targeting families and adventurers who drive across city streets, regional roads and gravel tracks. The brand pitches the car as a mix of JLR design and Chery technology in a segment long led by traditional premium brands.
Dealer Network and Local Team
Freelander will sell cars through established local dealerships in Australia and New Zealand. The brand says it will work with dealers on showrooms, trained sales and service staff, and parts and aftersales support.
Coverage will focus on metropolitan areas and selected regional areas. Dealer appointments will be announced before launch.
Freelander Australia is also recruiting for key senior leadership roles. The company says those appointments will be made soon.
Built by the Chery-JLR Joint Venture
Freelander vehicles are made by Chery Jaguar Land Rover. This is a 50:50 joint venture between Chery Automobile and JLR.
The partners formed the venture in 2012 with a US$2.78 billion investment. Since 2014, it has built Land Rover and Jaguar models in China, including the Discovery Sport and Range Rover Evoque.
In June 2024, JLR licensed the Freelander name to the joint venture to create a stand-alone brand. Land Rover previously used the Freelander name on a compact SUV sold between 1997 and 2015.
Each partner has a defined role:
- JLR: British design, premium brand values and all-terrain heritage
- Chery: electric and hybrid technology, engineering and a global supply chain
Freelander cars are built at the joint venture's plant in Changshu, Jiangsu Province, China. The brand has more than 5,000 staff across five global hubs, covering design, R&D, manufacturing and international operations.
Freelander Joins a Growing Chery Group Line-Up
Freelander will be the latest Chery-linked brand to arrive in Australia. Chery already sells cars locally under the Chery, Omoda and Jaecoo badges. The Lepas and iCAUR brands are due to launch in the coming months.
Each brand targets a different part of the market. Freelander will sit at the top as the group's first premium brand in Australia.
Chery-Linked Brands in Australia
Brand | Status in Australia | Segment | Customer type |
Chery | On sale | Mainstream SUVs and utes, including the Tiggo range, E5 EV and upcoming Stockman PHEV ute | Value-focused buyers, families and ute buyers |
Omoda | On sale (Omoda Jaecoo) | Small and mid-size urban SUVs, including petrol, hybrid and EV models | Style-focused city buyers and younger drivers |
Jaecoo | On sale (Omoda Jaecoo) | Off-road-styled SUVs, including the J5 EV, J7 PHEV and J8 PHEV | Families wanting rugged styling and electrified options |
Lepas | Launching Q4 2026 | Electric SUVs, starting with the mid-size L6 | Mainstream EV buyers and young families |
iCAUR | Due early 2027 | Off-road-styled electrified SUVs, starting with the V25 | Adventure and lifestyle buyers |
Freelander | Due 2027 | Premium upper-large SUVs, starting with the Freelander 8 | Premium buyers, families and adventurers |
Launch timing for Lepas and iCAUR is based on Chery Group's current plans and may change.
About the author
Danny is a consultant and entrepreneur working at the cutting edge of the electric vehicle and energy transition. He is passionate about educating and helping consumers make better decisions through data.
