Land Rover Ends Local Production in China; Freelander 8 Marks New Sino-British Collaboration

Jaguar Land Rover has officially ended its 14-year local production initiative in China. Starting in July 2026, its nationwide dealer network has ceased purchasing all domestically produced models — marking the definitive conclusion of a localization strategy once held in high hopes.

According to multiple sources, an eastern Beijing dealership sold the last domestically produced long-wheelbase Range Rover Evoque in early July. Initially launched with notable price premiums, the vehicle's final clearance price reportedly fell below RMB 180,000 — a stark contrast underscoring the brand's sharply eroded market position in China. Its peak annual sales in the country reached 146,400 units in 2017; however, due to delayed product updates, sluggish electrification efforts, and overreliance on end-of-line discounts, sales shrank to approximately 26,000 units in 2025.

The domestically produced lineup — long anchored by aging ICE platforms such as the Range Rover Evoque L and Discovery Sport variants — has steadily lost ground in the RMB 300,000–500,000 segment, unable to compete effectively against homegrown new-energy brands like AITO, NIO, Li, and Zeekr. These rivals have rapidly captured market share with intelligent cockpits, premium interiors, and advanced NEV powertrains — while Jaguar Land Rover's domestic models remain rooted in conventional internal-combustion architecture.

Deeper operational pressures stem from unsustainable channel policies: dealers were required to take disproportionately large allocations of domestic models to qualify for more profitable import allocations — including Range Rover models. As demand for domestic vehicles collapsed, inventory overhang intensified, with average per-unit losses reportedly reaching RMB 30,000 — increasingly straining the entire dealer network.

Under its strategic pivot, Jaguar Land Rover will concentrate on its premium import portfolio, focusing on three core model lines: Range Rover, Defender, and Discovery. Industry insiders anticipate the current network of fewer than 90 active dealers will be streamlined to 40–50 locations — better aligned with the operational logic of serving a niche, high-net-worth customer base.

Meanwhile, the former Changshu, Jiangsu production facility has begun its transformation. Per the 2024 cooperation agreement between Chery and Jaguar Land Rover, the 'Freelander' brand will relaunch as an independent electric mobility project — deeply integrating Chinese supply chains and technological capabilities, including the Huawei intelligent driving system — and leveraging the Freelander heritage to develop an entirely new product family. The first model, Freelander 8, is expected to debut in China in the second half of 2026.