JLR will not block Chery from launching the revived Freelander brand in the UK, according to new CEO PB Balaji. He stated that the Chinese-built SUVs would not steal sales from existing Land Rover models should they arrive on British soil.
The Freelander 8, a large 4x4, was unveiled in early May as the first of several new models under the Freelander name. Chery plans to release a new vehicle every six months over the next five years.
These models result from a long-standing joint venture between the two automakers. JLR has licensed the Freelander name to Chery and contributed to the vehicle designs, while Chery will handle engineering and production in China.
Sales will start later this year in China, with exports to other regions to follow. Freelander CEO Wen Fei previously stated that any vehicles exported to Europe would be tailored to local market demands rather than adapted Chinese-market versions.
When asked if JLR would approve Chery selling Freelanders in the UK, given that JLR owns the brand name, Balaji commented that 'it’s Chery’s car' and JLR would 'let them make up their mind.'
He added, 'The car will be sold primarily in China to begin with, and then they will have to decide their plans for bringing it out to the rest of the world. From our perspective, our role is ensuring that the design is in sync with what JLR stands for, and thereafter it is completely their baby.'
Balaji’s remarks also imply that if Freelanders are sold in the UK and Europe, they will not be marketed through JLR or displayed in its showrooms.
Addressing concerns about potential competition with JLR models, particularly since Freelanders could target segments similar to Discovery and Defender, Balaji expressed confidence. 'The price positioning of Freelander and our price positions are different,' he explained. 'The product offerings are different. So we don't see ourselves competing with each other. We see it as together we should be expanding the market. So let them make up their mind as to how they want to play the game.'