FREELANDER Expands into Middle East and Prepares for Africa Entry
FREELANDER is set to launch in 11 Middle East countries in 2027 and will enter Africa through Morocco.
Strategic Expansion Plans
FREELANDER is gearing up for an ambitious expansion into the Middle East and Africa. The brand's comprehensive rollout in the Middle East is scheduled for the first half of 2027, followed by an entry into Africa with Morocco as its launching point.
Catering to Middle Eastern Markets
The brand aims to establish its presence across 11 key markets in the Middle East, including the UAE, Kuwait, Qatar, Saudi Arabia, Israel, Iraq, Jordan, Lebanon, Bahrain, Oman, and Egypt. Transitioning from initial brand presentations and partnership discussions, FREELANDER is now focusing on developing sales and service networks.
In the UAE, Al Tayer Motors and Premier Motors will serve as FREELANDER's official dealership partners. Recent agreements were made during the FREELANDER Nightfall event, part of the 2026 Chery International User Summit in Wuhu, where new partnerships for Bahrain and Oman were also established. The FREELANDER 8 is set to debut in the UAE in the first quarter of 2027.
CEO's Vision for Customer Trust
Lucia Mao, CEO of FREELANDER International, shared her vision for the brand's global presence. "Expanding FREELANDER worldwide goes beyond just entering new markets; it’s about building trust with our customers daily. This requires a high-quality product, dependable local partners, and reliable service,” she emphasized during the FREELANDER Nightfall event.
Venturing into African Markets
Morocco will serve as FREELANDER's entry point into Africa, with plans to expand to Tunisia shortly thereafter. Actively preparing for this entry, the company is collaborating with potential local partners to develop tailored sales, after-sales, and product introduction strategies suitable for each respective market.
Details regarding the launch schedule, vehicle specifications, pricing, and sales arrangements will be shared through official channels in due course.
About FREELANDER
FREELANDER is a British premium intelligent all-terrain vehicle brand that has been co-developed by Jaguar Land Rover (JLR) and Chery. JLR oversees the FREELANDER brand and has set up a dedicated design hub for its development. Meanwhile, Chery contributes advanced intelligent technology along with a robust global supply chain, ensuring a high-quality vehicle offering.