Freelander to launch in Morocco in 2027 as a new brand, no longer a Land Rover
The Freelander name, once associated with a famous Land Rover 4x4, will return to Morocco from mid-2027. Behind the launch is a new car brand developed by British company Jaguar Land Rover and Chinese automaker Chery.
Morocco will be Freelander’s first entry point into Africa. In an official statement published Monday, November 2, the brand says it is preparing to establish a commercial presence in the Kingdom, with a launch planned for mid-2027. Tunisia is also included in this first wave of African expansion.
For motorists who remember the Land Rover Freelander, the name is familiar. Sold from 1997 to 2015, the British SUV disappeared from the automaker’s lineup and was replaced by the Discovery Sport. But its return comes with a major transformation: Freelander is becoming an independent brand, with its own vehicles and distribution network.
The relaunch stems from a partnership between Jaguar Land Rover and Chinese giant Chery. The British group retains ownership of the name and contributes to the vehicles’ design, while its partner provides its technology and manufacturing capabilities.
A new car brand, but no prices announced yet in Morocco
Future Freelander models will be built in China at the two groups’ joint plant in Changshu. According to details published by Jaguar Land Rover, the lineup is based on an electric architecture developed by Chery.
The international rollout is beginning in the Middle East. In the United Arab Emirates, Freelander has already appointed its commercial partners, Al Tayer Motors and Premier Motors. Its new SUV, the Freelander 8, is due to launch there in the first quarter of 2027.
Preparations in Morocco are less advanced. The brand is still seeking local partners to handle sales, after-sales service and the introduction of its vehicles. No Moroccan dealership has been officially appointed, and neither prices nor the models destined for the Kingdom have been announced.
The launch is being prepared in a market where Chinese automakers are rapidly gaining ground. In August 2026, they accounted for 15.2% of new passenger car sales in Morocco. Chery, already present in the country, sold 193 vehicles in that month alone.
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The choice of Morocco is part of a broader expansion. Freelander plans to enter eleven Middle Eastern markets before continuing its growth in Africa. But the timeline remains provisional: sales dates, vehicle specifications and prices in Morocco will be announced later.
