Tata Motors’ arm signs Letter of Intent with Chery Automobile Company

19 Jun 2024 Evaluate

Building on their 12-year relationship and well-established joint venture, Jaguar Land Rover (JLR), a wholly owned subsidiary of Tata Motors, has signed Letter of Intent with Chery Automobile Company to strengthen CJLR’s product offer for the next era of electrification in China. The new model of collaboration leverages fully both parties' complementary strengths – with Chery holding a leading automotive market position in China while JLR has unrivalled heritage and design strength – creating mutually beneficial prospects for the future.

Under the proposed new licensing agreement, the CJLR Joint Venture will pivot to produce an advanced portfolio of electric vehicles based on Chery’s EV architecture, exclusively under the Freelander name. Marking the beginning of a new strategic phase for CJLR, Freelander will become a brand reborn under license from JLR as part of a new value creation system independent from both Chery’s existing portfolio and JLR’s modern luxury House of Brands.

Tata Motors is India’s largest automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands.


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