FREELANDER Strengthens Middle East Presence with New Alliances
FREELANDER has announced partnerships in Bahrain and Oman, enhancing its presence in the Middle East market.
Expanding the Network
FREELANDER, the esteemed British Premium Intelligent All-Terrain Brand, is making significant strides in the Middle East. Recently, during the 2026 Chery International User Summit in Wuhu, the company solidified new partnerships in Bahrain and Oman. These agreements were made with EK Kanoo Group and Saud Bahwan Group, respectively, further expanding FREELANDER's network, which already includes UAE dealer partners Al Tayer Motors and Premier Motors.
Partnership Signings
The official signing took place at an engaging event called FREELANDER Nightfall, where guests had the opportunity to explore the latest five-seat version of the FREELANDER 8 and learn about the brand's innovative design and technological advancements.
Tim Zhang, the General Manager of Chery International for the Middle East, represented FREELANDER in the agreements. Both EK Kanoo Group and Saud Bahwan Group were represented by their top executives, Talal Fuad Ebrahim Kanoo and Abdullah Mohammed Saud Bahwan, respectively. Lucia Mao, FREELANDER's International CEO, was also present to witness the important moment.
The Value of Local Partnerships
Lucia Mao shared her vision for FREELANDER's growth, stating, "Bringing FREELANDER to the world means more than simply entering new markets. It’s about earning customer trust every day." She highlighted that having trustworthy local partners is crucial for delivering reliable service and establishing a strong presence in new regions.
Innovative Design and Technology
The FREELANDER 8 stands out by offering a five-seat layout, presenting an alternative to its six-seat configuration. According to Phil Simmons, Executive Vice President of FREELANDER's Design Hub, the vehicle's design beautifully marries its British heritage with modern aesthetics.
Additionally, Mao unveiled an advanced AI Voice Assistant, enhanced by a large language model, which is specifically tailored for FREELANDER's vehicles. This innovative tool is designed to facilitate more natural interactions between drivers and their vehicles, enriching the user experience.
The partnerships with EK Kanoo Group and Saud Bahwan Group serve to intertwine FREELANDER's international growth ambitions with local representation and customer service capabilities, which are essential for the brand’s ongoing development in the Middle East.