UAE becomes Freelander’s first International market
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The Chery and Jaguar Land Rover-developed premium all-terrain brand will begin its global expansion with an official international launch in Abu Dhabi this September 2026.
Freelander has confirmed that its global expansion will begin with an international brand launch in Abu Dhabi in September 2026, making the UAE its first overseas market. The announcement was made during the 2026 Goodwood Festival of Speed at an industry event hosted by the Abu Dhabi Investment Office at The Orangery. The sessions brought together automotive brands and industry leaders to discuss globalisation, international market strategy and cross-regional collaboration.
Global brand launch in Abu Dhabi
The UAE will play a strategic role in FREELANDER’s Middle East expansion, with preparations underway for the brand’s Global Brand Launch in Abu Dhabi and the introduction of its first strategic model, the FREELANDER 8.
Al Tayer Motors will represent FREELANDER across Dubai and the Northern Emirates, while Premier Motors will handle Abu Dhabi. Together, the two distributors have more than 40 years of experience representing automotive brands and operate 32 sales and service facilities across the UAE, covering vehicle logistics, parts, warranties, after-sales and customer service.
As part of the launch, three flagship FREELANDER showrooms have been secured in Dubai and Abu Dhabi.
Saeed Humaid Al Tayer said FREELANDER was an “exciting addition” to the group’s portfolio, adding that its knowledge of the local market and experience in the premium segment would support the brand’s UAE growth.
Lucia Mao described the distributor appointments as a significant milestone in FREELANDER’s Middle East strategy and said the partnerships would support the global rollout of the FREELANDER 8.
FREELANDER 8 coming to UAE
The FREELANDER 8 will be the brand’s first strategic model and is built around three stated product pillars: British Craftsmanship, Smart Confidence and All-Terrain Freedom.
Under FREELANDER’s “Legend Reborn” positioning, the model is intended to combine premium design, intelligent technology and all-terrain capability. Further specifications, powertrain details, pricing and the UAE on-sale date are not provided in the announcement.
A new brand co-created by JLR and Chery
FREELANDER is described as a Premium Intelligent All-Terrain brand co-created by China’s Chery and Tata Motors-owned Jaguar Land Rover. According to the announcement, JLR leads its design and premium DNA, while Chery contributes advanced technology and global supply-chain capabilities.
The operation is supported by more than 5,000 employees and five strategic hubs, with integrated capabilities covering design, R&D, manufacturing and global operations.
Al Tayer Motors currently represents brands including Ford, Lincoln, Jaguar, Land Rover, Ferrari, Maserati, Ford Trucks, Foton, VinFast, DEEPAL and Kia in Dubai and the Northern Emirates. Premier Motors represents the same portfolio in Abu Dhabi, supported by dedicated sales and after-sales facilities.
With its UAE distribution network now taking shape, FREELANDER is preparing for its global brand launch in Abu Dhabi, where more details about the FREELANDER 8 and the brand’s international expansion are expected to emerge.
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