Vlahovic is expected to leave Juventus when his contract expires, according to Sky Sports Italia. Reports in Italy indicate new manager Xabi Alonso has set his focus on the striker given Chelsea's lack of goals last season contributed directly to a dire 10th-place Premier League finish.
Joao Pedro was the bright spot with 20 goals across all competitions in his debut campaign, but Liam Delap and Marc Guiu combined for just four goals in 54 appearances between them — a return that underlined the need for reinforcement in the position.
Emmanuel Emegha is set to arrive from Strasbourg this summer, but Alonso is understood to want a more established option alongside the younger talent already in the squad. Vlahovic's availability without a transfer fee makes him an attractive proposition for a club that needs output rather than potential.
The 25-year-old has been one of Serie A's more reliable scorers across his career, and his arrival at Stamford Bridge would represent a significant statement of intent from Alonso in his first window in charge.
Whether Chelsea face competition for Vlahovic's signature from other clubs will become clearer as the summer progresses, but the appetite from west London is understood to be genuine.
Chelsea's striker recruitment has been a recurring issue under successive managers, and Alonso will be aware that addressing it early in the window is essential to giving him a full pre-season to build partnerships and implement his ideas before competitive football begins in August.