Freelander 8 set for global debut at Abu Dhabi launch on 29 September

Saudi Arabia: FREELANDER has confirmed its global launch for 29 September in Abu Dhabi; here's what the brand has outlined for its market entry. FREELANDER is a new premium SUV brand that is created as an independent, electrified vehicle marque through a joint venture between Chery and Jaguar Land Rover (CJLR). The event will be held at the Emirates Palace Mandarin Oriental and will launch both the brand and its first model. The GCC is confirmed as its first international market.

Quick read:

• The FREELANDER brand and its first model, the FREELANDER 8, will be revealed at a global launch event in Abu Dhabi on 29 September 2026.
• It is a new British premium brand jointly developed by automotive giants Chery and Jaguar Land Rover, focused on the NEV era.
• The brand's identity is built on three pillars: British Craftsmanship, Smart Confidence, and All-Terrain Freedom.

Launch event details

The brand states that its first strategic stop on a broader global roadmap is the Middle East. The choice of Abu Dhabi for a global brand launch is a direct signal. Instead of a traditional European motor show, FREELANDER is planting its flag in the GCC first. The September 29 event at the Emirates Palace Mandarin Oriental isn't just a regional introduction. It is the brand's formal entry onto the world stage. For a new entity combining British design heritage from JLR with Chery's manufacturing and technology scale, starting in a market that values premium all-terrain vehicles is a calculated move. The event will be the first showcase where international audiences will get to see the FREELANDER 8 in final production form.

Dealer partnerships confirmed

FREELANDER isn't arriving without local support. The brand has secured two of the UAE's most established dealer groups ahead of its launch. Al Tayer Motors will handle distribution and service for Dubai and the Northern Emirates. Premier Motors will cover the capital, Abu Dhabi. Having a recognised dealer network from day one addresses immediate buyer concerns about aftersales support, spare parts availability, and warranty claims. It provides a level of confidence that a speculative, direct-import model could not match.

Brand pillars and NEV positioning

The brand's identity is a clear blend of its two parent companies. "British Craftsmanship" and "All-Terrain Freedom" draw directly from the Jaguar Land Rover side of the partnership. "Smart Confidence" points to the technology and manufacturing expertise brought by Chery. The FREELANDER 8 is explicitly "designed for the NEV era," positioning it as a modern contender for diverse international markets. The FREELANDER 8 is expected to deliver a combination of premium fit-and-finish with advanced technology and credible off-road capability.

What the GCC buyer should know

The brand confirms it has conducted extensive regional road testing across desert, coastal and urban environments. This confirmation of local testing is important. It shows the FREELANDER 8 has been evaluated for durability in the region's climate and on its roads. For buyers in Saudi Arabia, the key details remain unconfirmed. Official SAR pricing, KSA-specific variants, and the name of the authorised dealer for the Kingdom are expected to be announced following the global launch.

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