The rhythmic clatter of internal combustion assembly came to a symbolic halt at the Changshu manufacturing base on March 31, as the final gas-powered Range Rover Evoque rolled off the line. This moment signaled more than just the end of a production run; it marked the definitive conclusion of the internal combustion era for Chery Jaguar Land Rover (CJLR) in China. The joint venture is now fully committing to a future defined by electrons rather than high-octane fuel, aiming to navigate a domestic market where legacy luxury brands are increasingly sidelined by agile domestic EV players.
To facilitate this radical transformation, CJLR has channeled 30 billion RMB (approximately $4.1 billion) into the overhaul of its Changshu facility. This capital injection is dedicated to developing sophisticated new energy vehicle (NEV) production lines and smart manufacturing capabilities. The pivot is part of a broader strategic realignment to salvage the brand’s relevance in China, the world’s largest and most competitive EV market, where the shift away from gasoline has been faster and more punishing than in Western markets.
The centerpiece of this transition is the resurrection of the 'FREELANDER' nameplate, formerly a rugged Land Rover entry-level model, now reimagined as a standalone NEV brand. Led by CEO Wen Fei, the new brand will leverage CJLR’s manufacturing expertise while offering a diverse technological suite including plug-in hybrids (PHEV), battery electric vehicles (BEV), and extended-range electric vehicles (EREV). This multi-pathway approach reflects a pragmatic understanding of current Chinese consumer demand, which has seen a surge in interest for long-range hybrids.
This domestic shift aligns with Jaguar Land Rover’s global 'Reimagine' strategy, which envisions the Jaguar brand becoming entirely electric by 2025. By winding down its ICE operations in China early, the joint venture is attempting to get ahead of the curve. Over the next five years, the Freelander brand plans to launch six heavyweight models, potentially integrating local technological advantages—such as smart cockpit solutions and advanced driver-assistance systems—to compete with high-tech domestic rivals like Li Auto and AITO.