Blab Business
Freelander Targets UAE as First International Market, Announces Abu Dhabi Launch
During the 2026 Goodwood Festival of Speed, the British premium marque FREELANDER unveiled its first overseas destination: the United Arab Emirates. The announcement came at an industry‑exchange session hosted by the Abu Dhabi Investment Office (ADIO) inside the historic Orangery, where FREELANDER also confirmed that its international brand launch will occur in September in Abu Dhabi.
Goodwood, a world‑renowned automotive arena, attracts global manufacturers, industry leaders and innovators every year. In 2026 ADIO staged a series of panels at the Orangery that explored the globalization of the automotive sector, the development of new markets and cross‑regional collaboration. FREELANDER was invited to contribute, presenting its vision for a worldwide presence.
Originally a Land Rover nameplate, FREELANDER has been re‑imagined as an independent global brand, the result of a partnership between Chery and Jaguar Land Rover (JLR). JLR supplies design expertise and a premium DNA, while Chery brings advanced technology and a worldwide supply‑chain network. The brand’s recent transformation has focused on design, technology, organization and intelligent manufacturing, culminating in a global operating system powered by cutting‑edge intelligent solutions.
The UAE was selected as FREELANDER’s first international market for several strategic reasons. Its geographic position, an innovation‑friendly regulatory environment, a strong appetite for intelligent mobility and a long‑term commitment to new‑energy development create a solid foundation for the brand’s regional growth.
A key pillar of FREELANDER’s global strategy is product innovation that meets local needs. The Super Intelligent Valet Parking (SIVP) system, which debuted worldwide in 2026, exemplifies how the brand tailors its intelligent mobility experience to real‑world scenarios—such as the high‑temperature conditions common in the UAE.
In a fireside chat titled “From Entry to Commitment,” Lucia Mao, CEO of FREELANDER International, outlined the company’s philosophy on expansion. She said, “International expansion goes beyond entering a new market. It is about making a long‑term commitment.” She added, “The UAE marks the starting point of FREELANDER’s global expansion and is a strategically important market where we will put down roots and invest for the long term, together with our partners.”
The Goodwood announcement signals a new chapter in FREELANDER’s strategy and underscores the brand’s long‑term commitment to international markets. Going forward, FREELANDER will continue to lean on its British premium heritage, a global operational framework and intelligent technology to strengthen its local presence, forge worldwide partnerships and pursue its broader expansion ambitions.
The next milestone is the September launch in Abu Dhabi, where the brand will showcase its product lineup and establish a local footprint. While the announcement did not reveal specific models or pricing, it confirmed that the launch will be part of a broader plan to introduce FREELANDER’s intelligent, all‑terrain vehicles to markets beyond China.
As FREELANDER enters the UAE, the automotive community will watch how the brand adapts its technology and design to regional demands. The partnership between Chery and JLR, combined with the UAE’s supportive stance on new energy and intelligent mobility, positions FREELANDER to test its global expansion model in a market that values innovation and sustainability.
The Goodwood reveal is a milestone, but several questions remain unanswered. The company has yet to disclose which models will be available in the UAE, the scale of any local manufacturing or distribution network, or the financial terms of its partnership with UAE entities. Investors and industry observers will likely turn to the September launch for further clarity.
In short, FREELANDER’s Goodwood announcement confirms the UAE as its first international market and sets the stage for a September launch in Abu Dhabi. The brand’s collaboration with Chery and JLR, its focus on intelligent mobility solutions, and the UAE’s welcoming environment for new‑energy vehicles create a promising foundation for FREELANDER’s global journey.
Goodwood, a world‑renowned automotive arena, attracts global manufacturers, industry leaders and innovators every year. In 2026 ADIO staged a series of panels at the Orangery that explored the globalization of the automotive sector, the development of new markets and cross‑regional collaboration. FREELANDER was invited to contribute, presenting its vision for a worldwide presence.
Originally a Land Rover nameplate, FREELANDER has been re‑imagined as an independent global brand, the result of a partnership between Chery and Jaguar Land Rover (JLR). JLR supplies design expertise and a premium DNA, while Chery brings advanced technology and a worldwide supply‑chain network. The brand’s recent transformation has focused on design, technology, organization and intelligent manufacturing, culminating in a global operating system powered by cutting‑edge intelligent solutions.
The UAE was selected as FREELANDER’s first international market for several strategic reasons. Its geographic position, an innovation‑friendly regulatory environment, a strong appetite for intelligent mobility and a long‑term commitment to new‑energy development create a solid foundation for the brand’s regional growth.
A key pillar of FREELANDER’s global strategy is product innovation that meets local needs. The Super Intelligent Valet Parking (SIVP) system, which debuted worldwide in 2026, exemplifies how the brand tailors its intelligent mobility experience to real‑world scenarios—such as the high‑temperature conditions common in the UAE.
In a fireside chat titled “From Entry to Commitment,” Lucia Mao, CEO of FREELANDER International, outlined the company’s philosophy on expansion. She said, “International expansion goes beyond entering a new market. It is about making a long‑term commitment.” She added, “The UAE marks the starting point of FREELANDER’s global expansion and is a strategically important market where we will put down roots and invest for the long term, together with our partners.”
The Goodwood announcement signals a new chapter in FREELANDER’s strategy and underscores the brand’s long‑term commitment to international markets. Going forward, FREELANDER will continue to lean on its British premium heritage, a global operational framework and intelligent technology to strengthen its local presence, forge worldwide partnerships and pursue its broader expansion ambitions.
The next milestone is the September launch in Abu Dhabi, where the brand will showcase its product lineup and establish a local footprint. While the announcement did not reveal specific models or pricing, it confirmed that the launch will be part of a broader plan to introduce FREELANDER’s intelligent, all‑terrain vehicles to markets beyond China.
As FREELANDER enters the UAE, the automotive community will watch how the brand adapts its technology and design to regional demands. The partnership between Chery and JLR, combined with the UAE’s supportive stance on new energy and intelligent mobility, positions FREELANDER to test its global expansion model in a market that values innovation and sustainability.
The Goodwood reveal is a milestone, but several questions remain unanswered. The company has yet to disclose which models will be available in the UAE, the scale of any local manufacturing or distribution network, or the financial terms of its partnership with UAE entities. Investors and industry observers will likely turn to the September launch for further clarity.
In short, FREELANDER’s Goodwood announcement confirms the UAE as its first international market and sets the stage for a September launch in Abu Dhabi. The brand’s collaboration with Chery and JLR, its focus on intelligent mobility solutions, and the UAE’s welcoming environment for new‑energy vehicles create a promising foundation for FREELANDER’s global journey.
