FREELANDER Chooses UAE as First International Market

DUBAI, United Arab Emirates, Sept. 16, 2026 /CourierPR/ -- FREELANDER, a British premium intelligent all-terrain brand, has chosen the United Arab Emirates (UAE) as its first international market, partnering with Al Tayer Motors and Premier Motors to distribute its vehicles. The move marks a significant step in the brand's expansion strategy, with the UAE playing a pivotal role in its entry into the Middle East market.

The partnership was formalized during a ceremony attended by Lucia Mao, CEO of FREELANDER International, and key representatives from Al Tayer Motors and Premier Motors. Saeed Humaid Al Tayer, Managing Director of Al Tayer Motors and Premier Motors, expressed confidence in the brand, stating, "FREELANDER represents an exciting addition to our portfolio. Our deep knowledge of the local market and experience in the premium automotive sector will support the brand’s growth in the UAE."

Al Tayer Motors will serve as the authorized distributor for FREELANDER across Dubai and the Northern Emirates, while Premier Motors will handle the distribution in Abu Dhabi. With over 40 years of experience in representing top-tier automotive brands, Al Tayer Motors and Premier Motors bring a comprehensive sales, service, and parts network to the partnership. The two distributors operate a network of 32 sales and service facilities in the UAE, ensuring a robust support system for FREELANDER's customers.

The Global Brand Launch of FREELANDER 8, the brand's first strategic model, is set for September 29 in Abu Dhabi. This launch is part of a larger plan to secure three flagship showrooms in Dubai and Abu Dhabi, further solidifying the brand's presence in the region. FREELANDER 8 is built on the brand's three core product pillars: British Craftsmanship, Smart Confidence, and All-Terrain Freedom. It aims to bring premium design, intelligent technologies, and all-terrain capability together for "Freedom Seekers," a term used by the company to describe its target audience.

Lucia Mao, CEO of FREELANDER International, commented on the significance of the partnership, saying, "These appointments mark a significant milestone in FREELANDER’s Middle East strategy. We are confident that our partnership with these two reputable distributors will give powerful impetus to the global roll-out of FREELANDER 8."

FREELANDER is a British premium intelligent all-terrain brand co-created by Chery and Jaguar Land Rover. JLR leads the design and premium DNA, while Chery brings advanced technology and global top-tier supply chain capabilities. The brand is supported by a strong global foundation, including over 5,000 employees, five strategic hubs, and fully integrated capabilities spanning design, R&D, manufacturing, and global operations.

The launch of FREELANDER 8 in the UAE is part of a broader strategy to expand the brand's international presence. With the UAE serving as the first international market, FREELANDER aims to establish a strong foothold in the Middle East and beyond. The brand's focus on premium design, intelligent technologies, and all-terrain capability positions it well for success in the competitive automotive market.