FREELANDER has officially begun a new chapter in Abu Dhabi, selecting the UAE as the starting point for its international expansion and unveiling its first strategic model, the FREELANDER 8.
Held at Emirates Palace Mandarin Oriental on 29 September under the theme “Beyond the Legend”, the FREELANDER Global Brand Launch introduced the brand’s positioning and international roadmap, while showcasing the left-hand-drive version of its new premium intelligent all-terrain SUV. The event also confirmed the UAE as FREELANDER’s first international market, with Al Tayer Motors representing the brand in Dubai and the Northern Emirates, while Premier Motors will serve Abu Dhabi.
FREELANDER’s return represents more than the revival of a familiar name. First introduced in 1997, the original Freelander established a reputation for combining everyday usability with genuine all-terrain capability. The modern FREELANDER is now a standalone global brand, jointly developed by JLR and Chery. JLR owns the FREELANDER brand and has established a dedicated FREELANDER Design Hub that leads its design. Chery provides advanced intelligent technology and a top-tier global supply chain
Why the UAE Comes First
The decision to begin FREELANDER’s global rollout in Abu Dhabi is central to the brand’s strategy. Rather than treating the Middle East simply as an export destination, FREELANDER views the region as an important environment for developing and validating its vehicles.
SUV buyers in the region often expect a single vehicle to handle city commuting, family journeys, business travel, long-distance highway driving and desert exploration. High temperatures, dust and sand can also place additional demands on cooling systems, drivetrains and chassis tuning. According to FREELANDER, the FREELANDER 8 has been tested in hot, dry and dusty environments as part of its wider global validation programme.
For the UAE and neighbouring markets, the brand has also incorporated several region-focused features. These include Sand Mode within the i-ATS Intelligent All-Terrain System, a 45 cc air-conditioning compressor designed to support rapid cabin cooling, and a Middle East-exclusive Qibla Compass that displays the direction of Makkah alongside prayer-related information.
The UAE launch represents the first stage of a broader international rollout. FREELANDER plans to begin with left-hand-drive markets across the Middle East and North Africa, followed by right-hand-drive markets and, later, EU-specification markets. This phased strategy makes the region the first commercial step in FREELANDER’s wider global expansion.
A First Look at the FREELANDER 8
At the centre of the event was the FREELANDER 8, a mid-to-large SUV built around the brand’s three key product pillars: British Craftsmanship, Smart Confidence and All-Terrain Freedom.
The SUV makes a substantial first impression through its proportions. Measuring 5,118 mm long, 2,050 mm wide and 1,926 mm high, with a 3,040 mm wheelbase, the FREELANDER 8 has the dimensions expected of a large, family-oriented SUV. The launch presentation featured the three-row, six-seat version.
Its exterior design follows what the brand calls a “Castle-Style Body Design”, built around a “Solid Base, Light Top” theme. The approach combines a broad, planted lower body with a more open-looking upper cabin. Design elements including the Dual-Peak Hood, Signature Interlocking Headlights, Yacht-Style Waistline and debossed FREELANDER badging give the SUV a distinct visual identity.
One of the most recognisable design references is the Iconic Triangle Window, which provides a contemporary link to the original Freelander. Rather than directly replicating the past, the FREELANDER 8 uses the feature as a visual connection between the new model and the nameplate’s heritage.
Inside, the cabin takes a technology-focused approach. The dashboard is dominated by a 46.3-inch 8K “Surround View Gallery” display, complemented by a 15.6-inch central screen. The system is powered by Qualcomm’s SA8295P automotive-grade chipset, while available equipment includes a 17.3-inch roof-mounted rear entertainment display.
Premium Nappa leather, Ayous wood veneer and crystal-style rotary controls add more traditional premium touches to the technology-heavy interior, creating a cabin that combines digital functionality with a more tactile atmosphere.
Technology Beyond the Screen
The FREELANDER 8’s technology package extends beyond its infotainment systems. L2+ driver-assistance technology is standard, with more than 30 assistance functions available, including adaptive cruise control, lane-centring support, automatic emergency braking, blind-spot detection and rear cross-traffic alert.
The brand also showcased SIVP, or Super Intelligent Valet Parking, which is designed to support parking and vehicle-summon functions in selected markets and under suitable conditions. This remains a driver-assistance system rather than fully autonomous driving, with its availability and functionality subject to local regulations and market specifications.
For more demanding terrain, the i-ATS Intelligent All-Terrain System combines seven terrain programmes with Smart Mode and Expert Mode. The system is supported by dual-motor all-wheel drive and dual-chamber air suspension, while the FREELANDER 8 offers up to 266 mm of ground clearance, up to 900 mm of wading depth and a claimed maximum climbing gradient of 70%.
The Middle East-market powertrain combines a 2.0T dedicated hybrid engine, dual-motor all-wheel drive and a 34.12 kWh LFP battery. FREELANDER quotes up to 460 kW and 662 N·m, while official Middle East-market figures indicate an all-electric range of 110 km and a total range of 886 km with a full tank and a fully charged battery, both on the combined cycle.
Final UAE specifications, equipment levels and availability will be confirmed separately.
The Road Ahead
FREELANDER’s Abu Dhabi debut marks an ambitious attempt to combine British design heritage, Chinese intelligent technology and all-terrain capability within a new global automotive identity.
For UAE buyers, the immediate development is that registration of interest for the FREELANDER 8 is now open through the brand’s authorised dealer network. The global reveal has established the direction for the new brand, while the next major milestone will be the local product launch, when final specifications, ownership details and market availability are expected to be confirmed.
