The Freelander is back! JLR and Chery revive the old 4x4, but this time as its own brand

Two years after promising to revive the Land Rover Freelander but without calling it ‘a Land Rover’, we’ve been given our first look at the, um, Not a Land Rover Freelander.

The product of a joint venture between JLR and Chery (y’know, the one related to Omoda and Jaecoo and so many others) obviously our first taste had to come in the form of a concept vehicle.

So say hello then to the Concept 97, which reveals a number of key design details including an absolute slab of a front end, an absolute slab of a rear end, and a profile that sits somewhere between Rolls-Royce Cullinan and Toyota Land Cruiser.

Inside there’s a huge central touchscreen, plus an even huger digital display that stretches across the entirety of the dashboard.

Luckily the Freelander hasn’t sold itself down the buttonless hellscape river completely, with physical controls visible on the wheel and a couple of glass rotary dials upon the centre console. Phew.

And in the rear there’s a limousine-style curved bench and folding seat setup that you can bet your bottom dollar won’t make it to production.

Oh, and naturally there’s nothing as uncouth as a badge anywhere on the car, with the designers and marketeers choosing to cover it with FREELANDER lettering in full block caps. Of course.

More on the technical detail when we get it. Are you liking the looks, at least?