FREELANDER Launches Global Brand in Abu Dhabi with New Vehicle Debut

FREELANDER, an automotive brand jointly developed by Jaguar Land Rover (JLR) and China's Chery, held its Global Brand Launch at the Emirates Palace Mandarin Oriental in Abu Dhabi on September 29, 2026, under the theme 'Beyond the Legend'. During the event, the brand presented the international left-hand drive (LHD) variant of the FREELANDER 8.

The launch was attended by UAE officials, including Hamad Sayah Al Mazrouei, Undersecretary of the Abu Dhabi Department of Economic Development, and Mohamed Ali Al Kamali, Chief Trade and Industry Officer at the Abu Dhabi Investment Office. Representatives from Chery and the brand included Charlie Zhang, Executive Vice President of Chery International, Tim Zhang, General Manager of Chery International's Middle East Region, and Lucia Mao, CEO of FREELANDER International.

Originally introduced in 1997, Freelander has shifted from a single model into an independent brand positioned in the premium intelligent all-terrain segment. JLR owns the brand and leads styling through a dedicated FREELANDER Design Hub, while Chery supplies intelligent technology, engineering, and supply-chain support.

According to the company, the FREELANDER 8 features signature design styling and an intelligent cabin system powered by Qualcomm's SA8295P semiconductor chip.