News summary: FREELANDER has selected the UAE as its first market outside China and appointed Al Tayer Motors and Premier Motors as its authorised distributors. The new FREELANDER 8 will be introduced during a global brand launch in Abu Dhabi on 29 September.
The UAE will become the first international market for FREELANDER, a new all-terrain automotive brand jointly developed by Jaguar Land Rover and Chinese manufacturer Chery.
Al Tayer Motors has been appointed to represent the brand in Dubai and the Northern Emirates, while Premier Motors will handle operations in Abu Dhabi.
FREELANDER will hold its global brand launch in Abu Dhabi on 29 September 2026. The event will also introduce the FREELANDER 8, the first model in the brand’s planned vehicle range, according to an announcement issued by Chery Group.
Is this the former Land Rover Freelander?
The name will be familiar to drivers who remember the original Land Rover Freelander, but the new FREELANDER operation is not simply another Land Rover model.
Jaguar Land Rover and Chery announced in 2024 that the Freelander name would be used for a separate range of electrified vehicles developed through their Chery Jaguar Land Rover joint venture.
The companies said the portfolio would be independent of both Chery’s existing range and JLR’s current collection of Range Rover, Defender, Discovery and Jaguar vehicles.
Under the partnership, JLR provides design experience, brand heritage and premium-vehicle knowledge, while Chery contributes vehicle technology, manufacturing capabilities and its supply chain.
The original plan was to develop the vehicles using Chery’s electrified architecture and manufacture them at the joint venture’s plant in Changshu, China, before expanding into international markets. The UAE appointment represents a significant step in that global expansion. (JLR Media Centre)
What is known about the FREELANDER 8?
The FREELANDER 8 will be the first strategic model introduced under the standalone brand.
The manufacturer describes it as a premium, intelligent all-terrain vehicle built around three themes: British craftsmanship, smart confidence and all-terrain freedom.
Official UAE information confirms that the vehicle will combine premium design, connected technology and off-road capability. However, final UAE specifications—including the powertrain, battery capacity, electric range, performance, trim levels and safety equipment—have not yet been published.
Pricing and the date on which UAE customers will be able to order or receive the vehicle also remain unconfirmed.
Buyers should therefore wait for the Abu Dhabi launch and subsequent distributor announcements before relying on specifications reported for versions shown in other markets. Equipment, software and powertrain availability can differ between countries.
How will FREELANDER be distributed in the UAE?
Al Tayer Motors will serve customers in Dubai, Sharjah, Ajman, Ras Al Khaimah, Fujairah and Umm Al Quwain. Premier Motors will represent the brand in Abu Dhabi.
Together, the two distributors currently operate 32 automotive sales and service facilities across the UAE. Their operations include vehicle sales, logistics, spare parts, warranty administration and aftersales services.
Three dedicated flagship showrooms have been secured in Dubai and Abu Dhabi as part of the FREELANDER launch plan, according to the official Al Tayer Motors announcement.
The announcement does not mean that FREELANDER sales or servicing will immediately be available at all 32 existing facilities. The company is expected to confirm individual showroom locations, service centres and opening dates separately.
Why was the UAE selected first?
The UAE is one of the Middle East’s most competitive markets for premium SUVs and all-terrain vehicles. Its combination of urban driving, long-distance motorway travel and recreational desert use provides manufacturers with a demanding environment in which to position new SUV models.
The country also offers an established automotive retail and servicing network, along with a customer base familiar with British, European, Japanese, American and Chinese vehicle brands.
Choosing Abu Dhabi for the global launch gives FREELANDER access to customers throughout the UAE while positioning the country as the starting point for its broader Middle East expansion.
The appointment of established distributors is particularly important for a new automotive brand. Buyers often consider warranty coverage, spare-parts availability, qualified technicians and resale support alongside a vehicle’s design and performance.
What should UAE buyers check before ordering?
Customers interested in the FREELANDER 8 should look for several details after the official launch:
- Confirmed UAE price and trim levels
- Powertrain and battery specifications
- Electric or combined driving range
- Charging requirements and charging speed
- Vehicle and battery warranty terms
- Service intervals and maintenance costs
- Approved showroom and service-centre locations
- Delivery dates and spare-parts availability
- UAE safety and vehicle-registration approvals
Motorists should also distinguish official UAE specifications from information relating to vehicles offered or previewed in China and other markets.
What happens next?
FREELANDER’s global launch is scheduled for 29 September in Abu Dhabi. The event is expected to provide more information about the FREELANDER 8 and the brand’s international plans.
Al Tayer Motors and Premier Motors are also expected to announce the locations of the three flagship showrooms, local pricing, available variants, warranty coverage and the date on which customer orders will open.
Until those details are released, the confirmed development is the establishment of the UAE distribution network rather than the immediate start of retail deliveries.
SOURCES
- Al Tayer Motors — FREELANDER UAE distributor announcement — authorised distributors, retail network and showroom plans.
- Chery Group — UAE market and global launch announcement — Abu Dhabi launch date and FREELANDER 8 introduction.
- JLR Media Centre — Chery and JLR collaboration — brand ownership, electrification strategy and manufacturing background.
- Gulf News — UAE selected as FREELANDER’s first international market — UAE market and distributor coverage.