UAE becomes Freelander’s first International market

UAE chosen as strategic launch market

Freelander says it selected the UAE for its strategic location, innovation-driven economy, strong demand for premium SUVs and long-term commitment to intelligent mobility and new-energy vehicles.

The September event will serve as the official UAE launch of Freelander and will establish the foundation for the brand’s wider Middle East and global expansion strategy.

Lucia Mao, CEO of Freelander International, said international growth requires long-term investment rather than simply entering a new market. She described the UAE as the starting point of Freelander’s global journey and confirmed plans to build strong local partnerships.

Freelander revived as global premium SUV brand

Originally introduced in 1997 as a Land Rover compact SUV, Freelander has now been repositioned as an independent premium intelligent all-terrain brand co-developed by Chery and Jaguar Land Rover.

Jaguar Land Rover leads the design language and premium identity, while Chery provides advanced automotive technology, manufacturing capability and global supply-chain expertise.

The new brand says it has undergone a full transformation across design, engineering, technology and organisational structure. Its operations are supported by more than 5,000 employees and five global hubs covering design, research and development, manufacturing and international operations.

Smart technology tailored for UAE conditions

Freelander says its vehicles and technologies will be adapted for individual markets rather than offered as a single global specification.

One example is the Super Intelligent Valet Parking system (SIVP), set to debut globally this year. Controlled through a smartphone app, the system allows the SUV to automatically locate a parking space, avoid obstacles, park itself and return to a designated pick-up point when required.

The company says this feature is particularly relevant for the UAE, where high temperatures can make walking through outdoor parking areas uncomfortable, improving convenience for everyday use.

Abu Dhabi launch marks global expansion

Freelander’s presence at the Goodwood Festival of Speed also reconnects the revived brand with its British heritage while introducing its international expansion strategy to a global automotive audience.

The company plans to leverage its premium positioning, intelligent technologies and global operating structure to expand into additional international markets and strengthen strategic partnerships.

The first Freelander model for the UAE, along with local specifications, pricing and availability, has not yet been confirmed. However, the brand has previously indicated that its debut vehicle will be a premium mid-to-large intelligent all-terrain SUV.

The September 2026 launch in Abu Dhabi is expected to reveal further details about the model line-up and regional strategy, marking the official start of Freelander’s international operations and long-term global expansion.