FREELANDER Set for Global Brand Launch in Abu Dhabi on September 29

Freelander, the Chery and Jaguar Land Rover joint venture, launches its first global model in the UAE this September.

A new British-branded FREELANDER will make its global debut in Abu Dhabi on September 29, 2026. Emirates Palace Mandarin Oriental hosts the launch event. The UAE is the brand's first international market, with the Freelander 8 SUV at the centre.

The Brand and Its Origins

FREELANDER is a new British premium intelligent all-terrain brand, developed jointly by Chery and Jaguar Land Rover. Chery supplies advanced technology and supply chain capabilities; JLR contributes design expertise and premium brand heritage. It is not a nameplate relaunch.

At the 2026 Goodwood Festival of Speed. The two companies announced the partnership. Chery's supply chain paired with JLR's design heritage is a less obvious combination than most joint ventures in the NEV space. The company has over 5,000 employees across five global hubs. Three pillars carry its product philosophy: British Craftsmanship, Smart Confidence and All-Terrain Freedom. Both parent companies built the venture as a shared platform for the New Energy Vehicle (NEV) era, targeting diverse international markets.

Freelander 8: The Flagship Model

Leading the company's launch is the Freelander 8. A premium all-terrain SUV. Full specifications, powertrains and pricing stay under wraps until the 29 September event.

Earlier announcements covered the vehicle's size and technology, pointing to a tech-forward cabin and a large footprint. The Abu Dhabi reveal is where pricing and availability figures are expected to land.

Ineos targets the premium SUV segment, leaning on design heritage tied to its British roots. No published specs or pricing yet; that is a bold ask of the UAE market.

UAE Launch Details and Dealers

The global launch takes place on September 29, 2026, at the Emirates Palace Mandarin Oriental in Abu Dhabi, with the UAE first in line internationally.

FREELANDER has partnered with established local dealer groups ahead of its market entry. Al Tayer Motors handles Dubai and the Northern Emirates; Premier Motors covers Abu Dhabi. A retail and service network is in place from launch.

Regional Testing and Validation

Ahead of its international expansion, FREELANDER ran a regional road testing programme across desert, coastal and urban conditions in the Middle East.

Testing targeted performance and all-terrain reliability for GCC customers. Spec it against the conditions a Defender owner faces in the UAE interior and the durability case makes sense. "All-Terrain Freedom" is one of Land Rover's three stated pillars. The GCC-specific durability programme backs that up; it is not a general-market validation pass.