FREELANDER Launches Global Brand in Abu Dhabi on September 29

SHANGHAI, Sept. 21, 2026 /CourierPR/ -- FREELANDER, a British premium intelligent all-terrain brand jointly developed by Chery and Jaguar Land Rover, is set to launch its global brand in Abu Dhabi on September 29, marking a significant milestone in the company’s international expansion. The launch event, which will take place at the Emirates Palace Mandarin Oriental, aims to introduce FREELANDER and its first strategic nameplate, FREELANDER 8, to international audiences.

The brand’s journey to the UAE began at the 2026 Goodwood Festival of Speed, where FREELANDER announced the United Arab Emirates as its first international market. Since then, the company has been actively establishing its presence in the region. FREELANDER has secured dealer partnerships with Al Tayer Motors for Dubai and the Northern Emirates and Premier Motors for Abu Dhabi, laying the groundwork for its launch.

The Middle East, particularly the UAE, serves as a crucial setting for FREELANDER to showcase its capabilities across diverse real-world user scenarios. The brand has conducted regional road testing in desert, coastal, and urban environments, ensuring that FREELANDER 8 performs well under demanding local conditions. This preparation is part of the company’s broader strategy to establish a strong foundation in the region before expanding into other international markets.

FREELANDER 8, the brand’s first strategic nameplate, is designed to address the evolving mobility needs of freedom seekers. It combines premium design, intelligent technology, and all-terrain capability, making it a key expression of FREELANDER’s three core product pillars: British craftsmanship, smart confidence, and all-terrain freedom. The vehicle is positioned to appeal to a global audience, with its NEV era design and advanced technology.

At the launch event, international audiences will have the opportunity to learn more about FREELANDER’s brand vision, global strategy, and the international variant of FREELANDER 8. The event will serve as a pivotal moment in the brand’s international development, as FREELANDER establishes its presence in the UAE and advances towards wider global expansion.

FREELANDER operates from a strong global foundation, supported by over 5,000 employees and five strategic hubs. The brand’s capabilities span design, R&D, manufacturing, and global operations, ensuring a comprehensive approach to its international expansion.