Chery and JLR Launched Freelander Brand in UAE
The new joint-venture brand held its global premiere in Abu Dhabi following a successful launch in China.
Updated on Sept. 30, 2026 in Car Types
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Chery and JLR have expanded the reach of their newly formed Freelander brand by hosting a global premiere in Abu Dhabi. This move follows the initial launch of the brand in China on September 3, 2026.
Why it matters
The brand combines British design with Chinese intelligent electrified technology to capture international interest. Expanding into priority right-hand-drive markets like Australia and New Zealand is central to the firm's global growth strategy.
The Freelander 8 is a large family SUV offered in five- and six-seat configurations. Battery electric vehicles recently captured an 18% share of the Australian new-vehicle market.
The players
Chery
Chery is a major Chinese automotive manufacturer known for its large-scale production of passenger and commercial vehicles.
JLR
JLR is a British multinational automotive company that designs, manufactures, and sells luxury cars under the Jaguar and Land Rover brands.
Kym Mellow
Kym Mellow leads the strategic direction and operations for the Freelander brand across Australia and New Zealand.
The details
The brand will utilize Chery Australia's existing dealer network to support its regional rollout. The Freelander 8 SUV is slated to be the first model available to customers in those regions when operations commence in 2027.
Timeline
September 3, 2026: Freelander brand launch in China
January to August 2026: Australian new vehicle sales period
September 29, 2026: Global premiere in Abu Dhabi
2027: Freelander brand arrival in Australia and New Zealand
Roadmap
The brand is targeting a competitive landscape where SUVs account for 65% of the Australian market. This launch highlights the shift toward collaborative electrification between established British design teams and Chinese manufacturing hubs.
Australian and New Zealand buyers will gain access to the Freelander 8 SUV via an established dealer network starting in 2027. This expansion provides new options for consumers looking for family-sized vehicles within the growing electric and electrified automotive market.
The takeaway
The rapid accumulation of over 10,000 pre-orders in China signals strong consumer appetite for the brand's specific design and technology combination. Prospective buyers in Australia and New Zealand should monitor local dealership updates as the 2027 launch date approaches.
What happens next
The Freelander 8 SUV is scheduled to arrive in the Australian and New Zealand markets during 2027.
Further reading
Learn more about new vehicle launches in the Car Types section.
Source note: This article includes information reported by Autoevolution.
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