Phase One Launches in Middle East and North Africa
Freelander, the joint venture between Chery and Jaguar Land Rover, has outlined its international distribution strategy for the Freelander 8. The plan begins with left-hand drive markets in the Middle East and North Africa, following the vehicle’s recent debut in the UAE.
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In the UAE, the brand has partnered with Al Tayer Motors and Premier Motors to establish its initial sales and service network, covering Dubai and the Northern Emirates respectively. These partnerships lay the foundations for establishing a robust local presence, ensuring full coverage of customer service needs.
Registration for the Freelander 8 is open in the UAE, with launch and delivery details to be announced via official channels and local partners.
The fourth quarter of 2026 marks the next step, with expansion into Qatar, Kuwait, Bahrain, Jordan, and Egypt planned. The Middle East was chosen as the starting point due to customer expectations for comfort, advanced technology, and all-terrain capability, which align with regional driving conditions. From urban commuting and family journeys to desert exploration, customers in these markets demand vehicles that balance sophistication with rugged performance.
High temperatures, dust, and challenging roads influenced the Freelander 8’s development. Features such as an enhanced air-conditioning system, Sand Mode, and climate-specific cabin elements reflect this regional focus, ensuring optimal performance in extreme environments.
Right-Hand Drive Markets Target Australia and New Zealand
Development of right-hand drive models and local dealer networks will support this phase. Further market introductions will be announced as plans are finalized, according to the company.
European Market Entry Plans for Late 2027
The third phase targets European markets, starting with Germany, Italy, Belgium, Switzerland, the Netherlands, and Spain. The brand will introduce products meeting European regulatory standards, emphasizing its British design heritage and advanced technological integration.
Market entry timelines, product specifics, and sales arrangements will be communicated individually as local plans progress. The UK and Ireland are expected to follow later in the rollout, leveraging established Jaguar Land Rover infrastructure.
Freelander’s product development integrates global requirements from the outset, including left-hand drive, right-hand drive, and European regulations. Climate and road condition validations ensure the vehicle meets diverse customer needs across regions, from alpine terrain to Mediterranean routes.
The brand leverages Chery’s technology and JLR’s design expertise, supported by over 5,000 employees and five global strategic hubs. Fully integrated capabilities span design, R&D, manufacturing, and global operations. As a British Premium Intelligent All-Terrain Brand, jointly developed by JLR and Chery, Freelander combines JLR’s design leadership with Chery’s advanced intelligent technology and top-tier global supply chain.
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