Freelander Returns as a Global Brand: JLR and Chery Debut in Abu Dhabi

The Freelander badge is back, but not as a Land Rover variant. JLR and Chery have taken their jointly developed brand to the international stage with a launch event in Abu Dhabi, where a left-hand-drive Freelander 8 was shown as the opening act of a phased worldwide rollout. Under the arrangement, JLR retains ownership of the name and oversees design from a dedicated studio, while Chery contributes the intelligent vehicle technology and supply network underpinning the plug-in hybrid.

The Freelander 8 combines a 2.0-litre turbocharged petrol-hybrid engine with a 34.12 kWh lithium iron phosphate battery and a pair of electric motors, for a total system output of up to 460 kW. Middle East specification vehicles are quoted at 886 km of combined range, of which 110 km can be driven on electricity alone, and air suspension allows ground clearance of up to 266 mm.

The UAE is the first market to receive the brand, with Al Tayer Motors covering Dubai and the Northern Emirates and Premier Motors handling Abu Dhabi. Right-hand-drive and EU-specification versions are planned for a later stage, while the brand’s British home market has been left for a subsequent phase.

Lucia Mao, Chief Executive of Freelander International, framed the project as more than a revival: “FREELANDER is a British legend. But we want to do more than just bring it back. Chinese technology opens up new possibilities. That is what ‘Beyond the Legend’ means. British soul. Chinese intelligence. A legend going further than ever.”