The Freelander SUV from Land Rover is set to make a comeback and it looks impressive.
China Auto Show via YouTube
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Numerous automakers are attempting to revive former brands and names, often missing the target. It's a challenging endeavor to leverage brand familiarity to capture attention while also introducing something new that honors its legacy. Land Rover succeeded with the now-familiar Defender, and they are now trying to replicate this success with a less popular yet still recognizable name: the Freelander. I must admit, I really appreciate the direction they're taking.
The new Freelander is a joint project between JLR and China's Chery. It will be constructed on an electrified platform, with options for fully battery-electric power or a plug-in hybrid configuration. It's unlikely to reach the U.S., but it won't be confined to the farthest reaches of the world; JLR aims to launch it in Europe, where it is likely to find a substantial audience.
The original Freelander, which was available from 1997 to 2015, was actually the best-selling SUV in Europe during its early years. This show vehicle, aptly named "Concept 97," advances the design in a manner that pays homage to its predecessor while bringing it into a contemporary context.
China Auto Show via YouTube
Some concept vehicles are purely theoretical, while others are close to production-ready; the Freelander appears to occupy a position in-between. The overall shape seems ready for manufacturing, but the strip of silver resembling brushed aluminum down the center of the SUV feels more aspirational than practical. That's unfortunate, as I think it would look impressive in person. The Freelander lettering itself serves to replace the grille, which is another clever detail.
The diagonal treatment of the D-pillar pays a clear homage to the Freelander's heritage. This design element plays a significant role in the Freelander's character, and it's certain to be included in the final production model, as the Concept 97 heavily utilizes this theme in branding and even the smallest physical features. The “FL” logo—depicted by two triangles, mirroring the rear-quarter glass—can be found throughout the SUV, from its lighting to the roof and interior trim, even to the pedals. Very smart design.
China Auto Show via YouTube
However, one does wonder about the rear-hinged doors. Personally, I'm quite fond of them, and I would love to see more manufacturers adopt this style. However, this design may just be a show piece rather than a practical feature for upcoming models. At least one crash test, as reported by CarExpert in Australia, appears to support this assumption. Hopefully, there will be other variants that offer the benefit of easier access.
Inside, Concept 97 features rather progressive seating arrangements that may not be suitable for the production vehicle. Overall, it lacks the personality seen on the exterior, with a massive central infotainment screen taking center stage and little else of interest on the dashboard. The steering wheel almost looks like it was sourced from a Hyundai.
There are plans to reveal a version of the Concept 97 that will be available for purchase in June. This presents a significant opportunity for JLR to globalize a brand with Chinese roots, as the new Freelander will be manufactured at the Changshu plant, replacing the production lines for the Discovery Sport and Evoque.
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The Freelander SUV from Land Rover is set to make a comeback and it looks impressive.
The new Freelander combines '90s aesthetics with some very smart contemporary features—but what captivates us the most is the door design.