The Freelander SUV from Land Rover is making a return and it's looking impressive.

      China Auto Show via YouTube

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      Many automakers attempt to resurrect old brands and names but often fall short. It’s a challenging undertaking to navigate the balance between leveraging familiarity to capture attention while also bringing forth something new that honors the legacy. Land Rover successfully achieved this with the now-familiar Defender and is now aiming to replicate that success with a less popular but still recognized name: the Freelander. I must admit, I like the direction they are taking.

      The new Freelander is a partnership between JLR and China's Chery. It will utilize an electrified platform, offering options for either full battery-electric capabilities or a plug-in hybrid model. While it's unlikely to be available in the U.S., JLR aims to introduce it in Europe, where it should find a decent audience.

      The original Freelander, sold from 1997 to 2015, was actually Europe’s top-selling SUV during its initial years. This concept car, aptly named “Concept 97,” advances the design in a way that respects the original while also updating it for modern times.

      China Auto Show via YouTube

      Some concept cars are purely theoretical, while others are nearly ready for production; the Freelander seems to be somewhere in between. The overall silhouette appears prepared for manufacturing, but the strip of silver that resembles brushed aluminum along the center of the SUV feels more aspirational than practical. That’s unfortunate, as I believe it would look fantastic in real life. The Freelander branding takes the place of the grille, which is another clever design element.

      The angled treatment of the D-pillar clearly references the heritage of the Freelander. It is an essential aspect of the Freelander’s identity and seems certain to appear in production, given how the Concept 97 incorporates this motif in its branding, even in the smallest details. The “FL” logo, designed as two triangles similar to the rear-quarter glass, is found throughout the SUV’s lighting, roof, interior trim, and even down to the pedals. Very clever indeed.

      China Auto Show via YouTube

      There is some curiosity regarding those rear-hinged doors. Personally, I’m a fan and would like to see more automakers adopt them. However, this specific implementation might simply be a showcase feature for auto shows. At least one crash test reported by CarExpert in Australia seems to align with that view. Hopefully, alternative models will provide easier access.

      Inside, Concept 97 features seating arrangements that are more innovative but likely won't be seen in the production version. The interior lacks as much character as the exterior, featuring a large central infotainment screen and not much else of interest on the dashboard. The steering wheel almost resembles a Hyundai design.

      We are expected to see a version of the Concept 97 that consumers will actually be able to purchase in June. This represents a significant challenge for JLR to establish a globally recognized brand with Chinese origins, as the new Freelander will be produced at the Changshu plant, taking the place of the Discovery Sport and Evoque production lines.

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