Freelander, a China-based SUV brand, has commenced mass production of its first model, the Freelander 8, as it prepares to launch in the United Arab Emirates and the broader Middle East market later this year. The vehicles are being produced at the Chery Jaguar Land Rover manufacturing facility in Changshu, China, with production underway for units destined for both domestic and international markets.
Test models have already reached the Middle East, where they are undergoing road testing under various conditions, including desert, coastal, and urban environments. These assessments focus on evaluating the vehicle’s performance, thermal management, and all-terrain capabilities ahead of the model’s debut in Abu Dhabi scheduled for September.
The start of mass production marks a significant milestone for Freelander as the company transitions from product development to commercial readiness. The UAE has been selected as the brand’s first overseas market, reflecting its strategic importance within Freelander’s global expansion plans. At a ceremony marking the launch of production, Yin Tongyue, chairman of Chery Group, emphasized the critical role of international markets for the brand’s growth and its commitment to accelerating global expansion.
The company highlighted that the manufacturing facility benefits from over $3.1 billion in investment, with an additional $440 million allocated for upgrades in new-energy vehicle technologies and intelligent manufacturing processes. The production site employs more than 1,100 robots, features a fully automated body shop, and utilizes digital quality tracking systems aimed at enhancing manufacturing efficiency and quality control.
Each Freelander 8 undergoes multiple validation procedures before leaving the assembly line, including battery-sealing inspections, advanced driver assistance system calibration, and simulations of heavy-rain conditions. These rigorous checks aim to ensure the vehicle meets performance and safety standards prior to customer delivery.
Freelander representatives noted that the ongoing Middle East testing will help finalize preparations for the upcoming launch. The company regards the UAE as a strategic gateway for expanding its footprint throughout the region, marking the next phase in Freelander’s ambitions to establish a global presence in the competitive automotive market.