Freelander, the standalone brand spun off from Land Rover, launched its first model, the Freelander 8, on September 3. The extended-range SUV received over 5,000 firm orders on its first day, with most buyers choosing mid-to-high trims. The brand plans five more models over five years and will enter the Middle East in early 2026.
The Freelander 8, an EREV (range-extender) SUV, went on sale at a price up to 30,000 yuan lower than its pre-sale price, with additional limited-time benefits. The entry version comes with 156 standard features. According to Sina Auto, the company reported that firm orders exceeded 5,000 units within hours of the launch event on September 3.
Order structure shows that 40% of buyers chose the top trim, 50% the mid-trim, and 10% the entry PRO version. Around 40% of customers are upgrading from BBA (BMW, Mercedes-Benz, Audi) luxury combustion cars, while 35% come from new-energy SUV owners. Freelander's global CEO, Wen Fei, said the brand's first-year goal is to establish its identity rather than chase sales volume.
Freelander plans to launch six new models over five years, with the second and third models already in development. The second model will be based on a pure-electric architecture, while the Freelander 8 currently offers only the EREV powertrain. The brand's iMAX platform supports BEV (battery-electric), EREV, and PHEV (plug-in hybrid) configurations.
Positioning and market strategy
The Freelander 8 is positioned to fill the 350,000 to 500,000 yuan price gap left by Chery Jaguar Land Rover's discontinued domestic Land Rover models. Wen said the brand will maintain a clear distinction from Land Rover's Range Rover (above 1 million yuan) and Defender (600,000 to 900,000 yuan) sub-brands, while inheriting the customer base of the previous Freelander and Evoque models.
The vehicle is designed primarily for urban use, with 90% of its engineering focused on on-road performance, comfort, and efficiency. It includes three locking differentials and 900mm wading depth for occasional off-road use. The ATS all-terrain system automatically scans road conditions and switches driving modes without driver input.
Freelander will focus on 60 to 80 core cities in China this year, rather than expanding nationwide. The brand uses a quasi-direct sales model with pop-up order centers, which have grown from 30 to 40 cities. Wen emphasized the importance of building a healthy dealer ecosystem to avoid inventory pressure and excessive competition.
Global expansion
Freelander's overseas development follows a "1+3+N" strategy: a standard China version, three main export versions (left-hand drive, EU-spec, and right-hand drive), and special versions for specific markets. The left-hand drive version is expected to enter the Middle East in the first quarter of 2026, with other versions following later that year. The brand aims to eventually sell in over 180 countries and regions.
Wen addressed concerns about "fast-made" cars, stating that development cycles have been compressed from 36-60 months to 18-24 months due to competition, but safety, durability, quality, and testing remain non-negotiable. He said the company will only accelerate development once these standards are met.
