Large SUV to mark launch

The reborn Freelander brand will be appearing in New Zealand showrooms next year, with plans to release six models over the next five years.

Its flagship Freelander 8, a premium upper-large SUV measuring more than 5.1 metres long, will be the first model here. Kym Mellow will lead the rollout after being appointed as head of Freelander Australia and New Zealand.

Mellow has more than 20 years of experience in the automotive industry and most recently held executive roles with Inchcape Australasia and Mazda Australia. 

He will be responsible for leading the establishment and development of the Freelander business, including overall brand strategy, market entry, sales, marketing, aftersales, product and network development.

“Freelander brings together JLR’s British design and all-terrain heritage with the best of Chery’s technology, scale and supply chain,” says Mellow, pictured below.

“We’re reimagining Freelander as a premium, technology-led brand built for gravel tracks and city streets alike, and we’re investing in the dealer partnerships and local team to make every part of ownership live up to that promise.”

The all-terrain brand created by Chery and Jaguar Land Rover (JLR) began sales in China last month and has also launched in the United Arab Emirates.

As it expands globally, New Zealand and Australia have been identified as priority right-hand-drive markets.

Originally a Land Rover model, JLR licensed the Freelander name in June 2024 to create a standalone brand as part of its joint venture with Chery.

The companies say the partnership taps into their respective strengths, with JLR offering British design, premium brand values and all-terrain heritage, while Chery boasts electric and hybrid technology, engineering know-how and a global supply chain.

Freelander vehicles are built at a plant in Changshu, Jiangsu Province, China, and the first Freelander 8 left the production line in July this year. 

The model’s New Zealand and Australian specifications, pricing and launch timing are yet to be confirmed.

Dealer appointments for Freelander on both sides of the ditch will also be announced in the lead-up to the brand’s launch.