FREELANDER, a brand jointly developed by Jaguar Land Rover (JLR) and Chery Group, held its global brand launch at the Emirates Palace Mandarin Oriental in Abu Dhabi on September 29, 2026. The event marked the international unveiling of the left-hand drive variant of the FREELANDER 8, positioning the Middle East as the primary springboard for its phased global market rollout.
The launch was attended by senior UAE institutional representatives, including His Excellency Hamad Sayah Al Mazrouei, Undersecretary of the Abu Dhabi Department of Economic Development; His Excellency Rashed Al Blooshi, CEO of the ADGM Registration Authority; and Mohamed Ali Al Kamali, Chief Trade and Industry Officer of the Abu Dhabi Investment Office (ADIO).
Under the partnership structure, JLR owns the FREELANDER brand and leads vehicle design through a dedicated FREELANDER Design Hub, while Chery provides intelligent technologies and supply chain operations. Chery International Executive Vice President Charlie Zhang stated that Abu Dhabi plays an important role in Chery's regional footprint, adding that the group is committed to long-term investment in the brand.
According to company figures released at the event, Chery Group exported 1.344 million vehicles in 2025, marking its 23rd consecutive year as China's top passenger vehicle exporter. The company noted that following its brand introduction to the UK in 2024, it reached the top monthly new-car sales ranking on a combined-brand basis in August 2026.
Sources
- Carroll County Mirror-Democrat · 2026-10-03
