Tata Motors subsidiary JLR collaborates with Chery Automobile for EVs in China
The two auto giants have signed a Letter of Intent to licence the Freelander brand to their joint venture, CJLR, Tata Motors informed the stock exchanges in a filing.
CJLR is a 50:50 Joint Venture between JLR and Chery Automobile Company Ltd. The move is aimed at fuelling the next era of electrification in China, the automaker informed the bourses.
Under the agreement, CJLR will manufacture a new range of EVs based on Chery’s advanced EV architecture under the Freelander brand.
The vehicles will be produced at CJLR’s existing facility in Changshu (China) and will feature designs from both Chery and JLR’s creative teams.
Tata Motors said that the collaboration marks a significant evolution in the 12-year partnership between JLR and Chery, leveraging each company’s strengths—Chery’s market position in China, and JLR’s heritage and design prowess—to create a mutually beneficial future in the electrified automotive landscape.
This strategic move is set to rejuvenate the Freelander brand, which was originally a popular Land Rover model produced from 1997 to 2015.
“Today we are taking this important strategic step for JLR, one which underlines our ongoing commitment to China and complements our existing business in China. We believe that working together to develop new models of collaboration for the world’s largest and fastest-growing electric vehicle market, combined with the appeal of the Freelander brand, promises a very exciting future for CJLR,” Adrian Mardell, CEO of JLR, said.
The new Freelander EV portfolio will initially be available in China through a distinct retailer network, with plans for global export over time.
This portfolio aims to complement rather than compete with Chery’s existing offerings and JLR’s luxury brands.
“Chery and JLR are forging an innovative collaboration model that epitomises our growth path for the future. The blend of Chery’s advanced EV technology with the distinctive appeal of the Freelander brand will undoubtedly provide China and global consumers with a unique electric vehicle experience,” Yin Tongyue, Chairman of Chery Group, said.
Shares of Tata Motors were trading flat at ₹986 apiece, up 0.04%, on the BSE at 10.10 am.
