Freelander, the electric vehicle joint venture (JV) between Jaguar Land Rover (JLR) and China’s Chery, has confirmed the UAE as its first international market.

A formal brand launch is planned for September in Abu Dhabi.

The company said the UAE was chosen as its initial international market due to the country's strategic location, business climate, appetite for intelligent mobility technology and focus on new energy development.

Among the localisation measures outlined by the brand is a Super Intelligent Valet Parking system, which is set to debut globally this year and is said to have been adapted to perform in high-temperature environments such as those found in the UAE.

Freelander International CEO Lucia Mao said: “International expansion goes beyond entering a new market. It is about making a long-term commitment.

“The UAE marks the starting point of Freelander's global expansion and is a strategically important market where we will put down roots and invest for the long term, together with our partners.”

Freelander operates as a British marque, with JLR overseeing design and premium positioning while Chery supplies technology and supply chain expertise.

According to the company, it employs more than 5,000 people across five strategic hubs, with integrated capabilities spanning design, research and development, manufacturing and global operations.

The UAE announcement was made at an industry exchange event held during the 2026 Goodwood Festival of Speed, hosted by the Abu Dhabi Investment Office at The Orangery.

Freelander's global debut took place in April this year, when the brand unveiled its Concept 97 show car.

The compact premium SUV is built on a new proprietary architecture and involves supplier partnerships with Huawei, CATL and Qualcomm.

The brand has said it intends to roll out a range of new models across major global markets within five years.

For this year, its immediate target is to build a service network of 100 stores across 60 Chinese cities.