FREELANDER Makes Its Global Debut in the Region, Unveiling the FREELANDER 8 in Abu Dhabi

By the Editorial Team · Tuesday, October 13, 2026

British-Chinese joint venture brand FREELANDER launched its first model, the FREELANDER 8, in Abu Dhabi, targeting the UAE and wider Gulf region with a premium all-terrain SUV designed for extreme climate conditions. Featuring advanced hybrid technology, smart driver assistance, and region-specific amenities like a Qibla Compass, the vehicle aims to establish FREELANDER as a leading new energy brand in challenging markets.

FREELANDER, a new British premium all-terrain brand, has made its global debut in Abu Dhabi, unveiling its first model, the FREELANDER 8, at an event held at the Emirates Palace Mandarin Oriental. Marking the brand’s entry into the international market, the launch positions the United Arab Emirates as its initial overseas territory, with the wider Gulf region, including Qatar, among the first to access the new offering.

Developed as a standalone brand through a collaboration between Jaguar Land Rover (JLR) and Chinese manufacturer Chery, FREELANDER combines British design leadership with advanced intelligent technology and supply-chain capabilities provided by Chery. JLR retains full ownership of the brand and oversees its Design Hub. The venture aims to evolve FREELANDER into a leading premium new energy vehicle brand.

The FREELANDER name has a history dating back to 1997, originally linked to vehicles combining practical everyday use with off-road functionality. The new iteration leverages this heritage while focusing on intelligent new-energy mobility solutions, reflecting broader industry trends towards electrification and smart vehicle systems.

The FREELANDER 8 is a mid- to large-sized sport utility vehicle tailored specifically for the Gulf’s demanding climate and terrain. It features a 45 cc air-conditioning compressor designed to maintain strong cabin cooling during the region’s extreme summer temperatures. For off-road capability, the vehicle includes a dedicated Sand Mode within its nine-mode Intelligent All-Terrain System (i-ATS), alongside hybrid all-wheel drive and dual-chamber air suspension to enhance desert driving performance.

Catering to regional preferences, the FREELANDER 8 is the first model to offer a Qibla Compass, a navigation feature unique to the Middle Eastern market. The vehicle also boasts a commanding exterior with a 2,050 mm body width and pronounced shoulder lines.

Inside, the cabin emphasizes advanced technology and driver assistance. It is equipped with a Qualcomm SA8295P automotive-grade processor driving a 46.3-inch 8K Mini LED far-side screen complemented by a 15.6-inch LCD centre display. The vehicle incorporates Level 2+ advanced driver assistance systems to support safe and convenient driving.

The launch event in Abu Dhabi represents the start of FREELANDER’s expansion as it seeks to blend British automotive heritage with intelligent electrified technology, focusing initially on markets with challenging environmental conditions such as those found in the Middle East.

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