Chery of China and Jaguar Land Rover (JLR) have launched their jointly developed electrified brand Freelander, starting with the United Arab Emirates, as they move to target global markets.

Cleantechnica reported on Oct. 5 that Freelander held a global brand launch event in Abu Dhabi on Sept. 29 and unveiled its first strategic model, the Freelander 8. The UAE is Freelander's first overseas market outside China.

Freelander has also set up a local sales network. Premier Motors will handle sales and service in Abu Dhabi, while Al Tayer Motors will cover Dubai and the northern emirates. Freelander has tested vehicles in UAE conditions including desert, coast and cities, and has also verified thermal management in high temperatures and off-road performance.

Freelander was originally the name of a sport utility vehicle (SUV) Land Rover introduced in 1997. Production ended in 2015, but Chery and JLR decided in 2024 to revive the brand through their existing 50-50 joint venture CJLR. JLR is licensing the Freelander brand to the joint venture and is in charge of design and brand development, while Chery is providing electrification technology and product development and supply chain capabilities. The vehicles are based on Chery's electrification architecture.

The new Freelander will be operated independently from Chery's existing lineup and JLR's brand system, including Range Rover and Defender. The two companies' strategy is to build a separate product lineup, including electric vehicles and range-extended electric vehicles, and expand the business that began in China to overseas markets.

The Middle East is Freelander's first global battleground. As oil-producing countries push economic diversification and foster their auto industries, Lucid and local brand Ceer in Saudi Arabia are moving to expand the electric vehicle ecosystem. Chery and JLR also plan to use the UAE as a bridgehead to expand Freelander's sales network beyond the Middle East into global markets.