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Jaguar's Electric Move: Freelander EV Set For China Launch
A decade after discontinuing the Freelander, Tata Motors-owned Jaguar Land Rover Automotive is set to this iconic four-wheel-drive vehicle as an electric model for the Chinese market. By reintroducing the Freelander as an EV, Tata Motors aims to boost its profitability in the electric vehicle sector.
Jaguar Land Rover has partnered with Chery Automobile Co. to license the Freel brand and develop new electric vehicles (EVs). This initiative will be managed through their joint venture, CJLR, leveraging Chery's production facilities and technology for manufacturing.
The new Freelander will be manufactured in Changshu, initially released in China, with plans for global exports in the future. Domestic brands in China like BYD Co. and Great Wall Motor Co. lead with tech-packed electric and hybrid models that appeal to the growing trend of outdoor adventures.
JLR introduced the Freelander brand in 1997, which was produced up until 2015 before being replaced by the Discovery Sport in 2016. The companies have not yet announced the start date for Freelander's production.
CJLR will continue to produce a variety of fuel-powered vehicles alongside this new electric initiative. Jaguar Land Rover targets a bigger slice of the world's largest auto market through this initiative.
Jaguar will transition entirely to electric vehicles (EVs) under Tata Motors' 'Reimagine' strategy, with 60% of Land Rover models set to be electric by 2030, phasing out combustion engines for zero-emission technology.
In India, JLR will soon begin local assembly of its Range Rover and Range Rover Sport.JLR's sales growth increased 81 per cent in FY24, reaching 4,436 units compared to FY23. The automaker aims to double its business in India over the next three years.
Tata Motors' EV business exceeded expectations with a more than threefold surge in net profit in Q4FY24, driven by strong performances across its three business verticals. Tata Motors' net profit rose to ₹17,528 crore in Q4FY24, compared to ₹5,496 crore a year earlier, boosted by a deferred tax credit of ₹9,500 crore.
Tata Motors' CFO P.B. Balaji told ET that demand for JLR business is expected to remain consistent in FY25, but there is some stress in the UK market for JLR which needs addressing. He expects the US market to continue to perform well.
“Overall, it's going to be calmer waters for JLR but at a very high level of performance — it's not that things are slowing down. We had a very steep climb this year and we want to maintain it at that level and take it forward from there," Balaji told ET.
In India, Tata aims to mainstream EVs by introducing new models: the Curvv.ev, Harrier.ev, and Sierra.ev in FY25, followed by the Sierra.ev and the company's first fully ground-up EV, the Avinya, in FY26.
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This strategic approach underscores Tata Motors' commitment to expanding its presence in the EV market, both domestically and internationally, while maintaining robust performance levels. The revival of the Freelander as an EV marks a significant step in this direction.
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