JLR and Chery Launch FREELANDER Brand Globally in Abu Dhabi

FREELANDER, an automotive brand developed through a partnership between Jaguar Land Rover (JLR) and Chinese automaker Chery, staged its global brand launch event at the Emirates Palace Mandarin Oriental in Abu Dhabi on September 29, 2026. Held under the theme "Beyond the Legend", the event marked the formal unveiling of the international left-hand drive (LHD) edition of the FREELANDER 8.

The debut was attended by senior UAE officials, including Hamad Sayah Al Mazrouei, Undersecretary of the Abu Dhabi Department of Economic Development, and Mohamed Ali Al Kamali, Executive Director of the Trade and Industry Sector at the Abu Dhabi Investment Office. Senior leadership from Chery and the brand included Charlie Zhang, Executive Vice President of Chery International, Tim Zhang, General Manager of Chery International in the Middle East, and Lucia Mao, CEO of FREELANDER International.

First introduced in 1997 as an individual vehicle model, Freelander has evolved into an independent brand positioned in the luxury intelligent all-terrain vehicle segment. JLR owns the brand and oversees design through a dedicated FREELANDER design center, while Chery delivers intelligent technology, engineering solutions, and supply chain support.

According to the company, the FREELANDER 8 features a distinct design language alongside an intelligent cockpit system powered by Qualcomm's SA8295P semiconductor chip.