Chery and Jaguar Land Rover join forces to promote a new era of electrification

Chery and Jaguar Land Rover signed a letter of intent for strategic cooperation, planning to jointly promote a new cooperation model and strengthen the product matrix of the joint venture Chery Jaguar Land Rover. The new brand will be differentiated from Jaguar Land Rover's existing four major brands (Range Rover, Defender, Discovery and Jaguar). The two parties will leverage their respective advantages, combine Chery's leading position in China with Jaguar Land Rover's global brand influence, and launch a series of electric products using Chery's electrification platform and the "Freelander" brand authorized by Jaguar Land Rover. These products will be sold through specific sales channels, which will be differentiated from the existing sales channels of Chery and Jaguar Land Rover.