The brand is entering a new chapter with FREELANDER
A new chapter in automotive history began today as FREELANDER unveiled its identity as a standalone global brand at the Emirates Palace Mandarin Oriental in Abu Dhabi.
Under the theme “Beyond the Legend,” the FREELANDER Global Brand Launch brought together international guests, industry representatives and media to witness the evolution of an iconic name into a new force in premium intelligent mobility.
First introduced in 1997, the original Freelander challenged conventional boundaries by combining everyday comfort with authentic all-terrain capability. Nearly three decades later, that pioneering spirit is being carried forward through a new brand vision that brings British design heritage together with intelligent innovation and a global outlook.
The launch marks more than the introduction of a new brand identity. It represents a long-term commitment to developing a global premium new energy brand. The FREELANDER brand is jointly developed by JLR and Chery. JLR owns the FREELANDER brand and has established a dedicated FREELANDER Design Hub that leads its design. Chery provides advanced intelligent technology and a top-tier global supply chain.
At the heart of this new chapter is FREELANDER 8, the brand’s first strategic model. Designed to embody the three pillars of British Craftsmanship, Smart Confidence and All-Terrain Freedom, the vehicle reflects FREELANDER’s ambition to redefine how premium SUVs respond to the diverse needs of Freedom Seekers.
The choice of Abu Dhabi as the launch destination carries particular significance. The UAE is FREELANDER’s first international market, providing a strategic gateway for its global expansion. The region’s distinctive driving environments—from sophisticated urban settings to demanding desert landscapes—also offer a meaningful context for the brand’s commitment to intelligent all-terrain engineering.
FREELANDER 8’s global road-testing programme included the region’s hot, dry and dusty conditions, and features such as Sand Mode and a large-displacement air-conditioning compressor address local driving needs. These efforts reflect an approach in which international markets are considered from the earliest stages of product development.
Looking to the future, FREELANDER plans to introduce six new SUV models over five years, with a global development ambition spanning over 90 countries and more than 1,100 touchpoints. Its international strategy is supported by five strategic hubs and more than 5,000 employees.
As FREELANDER embarks on its next journey, “Beyond the Legend” captures the brand’s ambition to honour its heritage while moving confidently into the future. With FREELANDER 8 leading the way, the brand is setting out to create new possibilities for exploration, connecting people, technology and the freedom to travel across every terrain.
