Introduction to the Freelander Brand in Australia and New Zealand
Chery’s leadership has confirmed that the new Freelander brand is set to make its debut in both Australia and New Zealand. This announcement was made by Yin Tongyue, chairman of Chery Auto, during a roundtable discussion with Australian media. The launch will be led by the new Freelander 8, which was showcased at the Beijing motor show.
The Freelander brand was created through a collaboration between Chery and Land Rover. Until now, the first model, the rugged Freelander 8, had only been announced as being produced in right-hand drive configurations.
Independence of the Freelander Brand
One of the key points highlighted by Yin Tongyue was that the Freelander will not be sold through Land Rover dealerships. Instead, it will operate as an independent brand with its own network. This approach is expected to continue as Chery works to separate its various brands, including the upcoming Lepas and Jetour models, which will also be sold, serviced, and maintained through their own dealers, even in smaller markets like New Zealand.
While the exact timeline for the rollout in Australia is not yet clear, it is anticipated that right-hand drive production could start as early as 2027, potentially allowing the Freelander brand and the Freelander 8 to arrive in the country as soon as next year.
Powertrain Options and Technology
The Freelander brand will not offer pure-combustion engines. Instead, it will be available exclusively with pure-electric power or Chery’s latest range-extender hybrid technology. This aligns with the growing demand for eco-friendly vehicles and positions the Freelander as a competitor to models like the Toyota Prado.
The Freelander 8, the first of six SUVs planned for the next five years, is designed to be a capable off-roader. It features powerful 800-volt electrics for ultra-fast DC charging. In Australia, it is expected that range-extender hybrids (EREVs) and plug-in hybrids will be the most popular powertrains. The EREV version can handle a peak charge of up to 360kW, significantly reducing charging times compared to most plug-in hybrids currently on sale.
Design and Features
Incorporating design elements from Land Rover, the Freelander 8 is expected to be as capable as any other Land Rover on or off-road. It features an electronic limited-slip differential, combining a virtual central locking differential for maximum traction in all conditions. A height-adjustable dual-chamber air suspension should provide ample ground clearance for serious off-roading.
Inside, the Freelander 8 includes advanced technology sourced from its Chinese partner. This includes a BMW iX3-style curved screen that stretches from pillar-to-pillar. Backed by a large central floating infotainment system, the Freelander is likely to appeal to Aussies who prefer physical switches and a large rotary dial alongside touchscreen controls.
Family-Friendly Features and Safety
The Freelander 8 comes with a 2+2+2 seating configuration, standard for families. The second-row seats feature Chery’s ‘zero-gravity’ seats for enhanced comfort. Additional features include extra-bright 8000-pixel projection headlamps and Huawei’s latest-gen 896-LiDAR, which supports the tech giant’s new Qiankun ADS 4.1 driver assistance system, offering Level 2+ driverless tech.
The advanced autonomous driving aids benefit the Freelander 8 even when off-road, with the tech helping deliver up to nine driving modes that evolve Land Rover’s famed traction-boosting terrain response tech.
Designed and engineered to achieve the full five stars in EuroNCAP crash tests, the Freelander 8 is expected to be awarded top marks by ANCAP.
Production and Brand Identity
The Freelander 8 will be built at Chery-Land Rover’s current factory in Changshu, near Shanghai. Notably, the production model does not bear either Chery or Land Rover badging, suggesting that the Freelander 8 will not leverage either parent brand when sales begin.
No pricing details have been released yet, but it is thought that the Freelander 8 will be positioned as a more rugged and capable alternative to the Denza B5, which is currently on sale in Australia. The Denza B5 is priced between $74,990 and $79,990.
