FREELANDER debuts global launch in Abu Dhabi

FREELANDER used a global launch event in Abu Dhabi on 29 September to present its positioning, vision and strategy as an independent global brand, along with the FREELANDER 8, its first strategic model.

The launch was held at Emirates Palace Mandarin Oriental under the theme “Beyond the legend”. FREELANDER said the event marked a new chapter for the brand and a continuation of its legacy through intelligent innovation, distinctive design and a wider view of the future.

The main vehicle on show was the international left-hand-drive version of the FREELANDER 8, which was presented in the Middle East for the first time. FREELANDER said the model was developed for multiple international markets and combines British design cues with details including a castle-style body design, the iconic triangular window, premium nappa leather trim and selected ayous wood veneer.

For Middle East customers, the brand also revealed region-specific features and adjustments for the FREELANDER 8 that were developed with local needs and climate conditions in mind. The launch presentation also pointed to the i-ATS, or Intelligent All-Terrain System, which integrates nine terrain modes and can switch automatically in Intelligent Mode to what the system identifies as the ideal condition in real time.

FREELANDER said the i-ATS was shown alongside the vehicle’s dual-motor all-wheel drive and off-road functions including Tank Turn, Crawl Control and Hill Descent Control. Its engineering specialists explained how the systems work together during the event.

The company also said the Middle East is its strategic starting point and that the UAE is its first international market. It confirmed partnerships with Al Tayer Motors for Dubai and the Northern Emirates, and Premier Motors for Abu Dhabi, as it began the next phase of its global rollout.

FREELANDER described itself as a premium British off-road brand with intelligent technology, developed through collaboration between Jaguar Land Rover and Chery, with JLR leading design and Chery supplying advanced smart technology and a global supply chain.