FREELANDER Chooses UAE as First International Market for FREELANDER 8
The UAE has been selected as FREELANDER’s first international market, marking a major step in the premium all-terrain brand’s global expansion and strengthening the Emirates’ position as an increasingly important destination for new automotive brands.
The announcement comes as the UAE’s SUV sector continues to evolve rapidly. As CarBook recently explored in its report on why Chinese SUVs are gaining ground in the UAE, technology, electrification and increasingly premium positioning are creating stronger competition across the market.
FREELANDER Builds Its UAE Network
According to the official announcement from Al Tayer Motors, FREELANDER has appointed Al Tayer Motors as its authorised distributor across Dubai and the Northern Emirates, while Premier Motors will represent the brand in Abu Dhabi.
Together, the two distributors operate 32 sales and service facilities across the UAE, covering vehicle logistics, parts supply, warranties, after-sales support and customer service. Three flagship FREELANDER showrooms have also been secured in Dubai and Abu Dhabi as part of the launch programme.
The established network gives FREELANDER an immediate presence in one of the Middle East’s most competitive premium automotive markets.
The FREELANDER 8 Takes Centre Stage
At the heart of the expansion is the FREELANDER 8, the brand’s first strategic model.
The SUV combines what FREELANDER describes as three core pillars: British Craftsmanship, Smart Confidence and All-Terrain Freedom, bringing together premium design, intelligent technology and all-terrain capability.
CarBook has already taken a closer look at the vehicle in FREELANDER 8 Targets the Middle East with New Electrified Luxury SUV, examining its six-seat configuration, technology and positioning in the GCC’s increasingly competitive premium SUV segment.
The model enters a UAE market with a particularly strong appetite for premium SUVs. CarBook’s Top 10 SUVs in UAE You Can Buy in 2026 highlights just how competitive the segment has become, with established manufacturers and emerging brands fighting for the attention of UAE motorists.
British Heritage Meets New Automotive Technology
FREELANDER is co-created by Chery and Jaguar Land Rover, bringing together JLR’s design and premium-brand expertise with Chery’s technology, manufacturing and global supply-chain capabilities.
That combination places the new brand in an interesting position between traditional British automotive heritage and the rapidly advancing technology coming from China’s automotive industry.
It also arrives as luxury SUVs undergo significant technological change. CarBook has been following this transition through models including the 2026 Range Rover SV and the Range Rover Electric, where electrification, digital technology and premium craftsmanship are increasingly converging.
Abu Dhabi Prepares for the Global Launch
FREELANDER’s Global Brand Launch is officially scheduled for September 29 in Abu Dhabi, when the company is expected to put the FREELANDER 8 at the centre of its next stage of international expansion.
Choosing the UAE as the brand’s first international market also comes at a time when Abu Dhabi is developing a broader role within the automotive sector. CarBook recently reported on this shift in The UAE Just Built Its Next Luxury SUV, following the start of local ROX ADAMAS production in Abu Dhabi.
For UAE motorists, FREELANDER’s arrival means another premium all-terrain brand is entering an already fast-changing SUV market — this time with an established UAE dealer network and an international launch taking place directly in Abu Dhabi.
