Chery Group has committed to long-term investment in Freelander, the brand it develops with Jaguar Land Rover. Freelander is starting a phased international rollout from the UAE with two dealer partners, Al Tayer Motors and Premier Motors. Charlie Zhang, executive vice president of Chery International, made the commitment last week at Freelander’s Global Brand Launch at Emirates Palace Mandarin Oriental in Abu Dhabi. The Freelander 8 had its first international unveiling at the same event. According to the company, Abu Dhabi is the starting point for an expansion it plans to extend beyond the Middle East.
Highlights
- 1.344 million vehicles: Chery reports it exported this many vehicles in 2025, its 23rd consecutive year as the leading passenger vehicle exporter among Chinese brands.
- UK sales lead: The company says it topped the UK’s monthly new-car sales rankings in August 2026 on a combined-brand basis, about two years after starting its UK brand rollout in 2024.
- Two UAE dealer partners: Al Tayer Motors and Premier Motors form the foundation of Freelander’s local sales and service network.
- 5,000+ employees: Freelander reports a workforce of more than 5,000 across five strategic hubs.
Chery’s Commitment to the Freelander Brand
Freelander pairs Jaguar Land Rover’s design expertise with Chery’s technology, global supply chain, and international operating capabilities. JLR owns the Freelander brand and runs a dedicated Freelander Design Hub that leads its design. Chery supplies the technology and supply chain. The company says the brand now spans product development, manufacturing, and global operations.
At the launch, Zhang described the relationship this way:
“We greatly value our partnership with Jaguar Land Rover and our shared ambition for FREELANDER. It is a British brand empowered by Chery’s technology and global capabilities, with its own identity and direction. Chery Group is committed to investing in its long-term development. Together, we aim to set a new benchmark for premium brands.”
The company identifies British design heritage, intelligent technology, and all-terrain capability as the core of the brand’s customer proposition.
Why Did Freelander Launch in Abu Dhabi?
Chery presents the UAE capital as a regional anchor for the group as well as for Freelander. “Abu Dhabi also holds an important place in Chery’s long-term development in the region,” Zhang said.
Government officials who attended included:
- His Excellency Hamad Sayah Al Mazrouei, undersecretary of the Abu Dhabi Department of Economic Development
- His Excellency Rashed Al Blooshi, CEO of the ADGM Registration Authority
- Mohamed Ali Al Kamali, chief trade and industry officer of the Abu Dhabi Investment Office (ADIO)
Lucia Mao, CEO of Freelander International, thanked ADIO for its support. Before the launch, ADIO helped Freelander meet Middle East guests and partners at two earlier events. The first was the Abu Dhabi Investment Forum at The Peninsula Shanghai in June. The second was Goodwood in the UK in July.
UAE Dealer Network and Phased Rollout
Freelander will build its UAE sales and service network through Al Tayer Motors and Premier Motors. From that base, the brand plans a phased international expansion. The company says the plan is backed by Chery Group’s investment and by support from the Abu Dhabi government, ADIO, and local business partners.
Freelander’s UAE debut follows the start of Freelander 8 mass production at the Changshu plant. It also comes six months after the brand’s global debut with the Concept 97 show car in Shanghai.
Chery’s Export Base
Chery points to its export volume as the platform for Freelander’s growth outside China. The group reports exporting 1.344 million vehicles in 2025. In the UK, it says its combined brands led monthly new-car sales in August 2026, roughly two years after their rollout began.
