1:21 pm, October 7, 2026
Another brand is on its way to the UK – but this one will sound very familiar.
Freelander will launch in the UK in the near future, it has been announced, after an initial rollout in the Middle East.
The brand, which is of course derived from the Land Rover model first launched in 1997, is now a standalone concern and represents a partnership between JLR and Chinese manufacturing giant Chery.
Its first model will be the Freelander 8, with five- and six-seater configurations and a tech-focused interior featuring a large central screen. Though initial images of the car show a boxy exterior design, there have yet to be full details regarding powertrains or specifications confirmed by Freelander.
Initially, the Freelander brand will be rolled out in left-hand drive markets, with ‘registrations of interest’ now open in the United Arab Emirates. In the final quarter of the year, it will expand across the Middle East and Africa, with this roll-out continuing into next year.
A second phase will see the Freelander brand introduced to Australia and New Zealand, while a third phase is when it’ll enter European markets, including the UK and Ireland. However, no fixed date for this has yet been given.
Freelander says that ‘dealer networks, local teams and customer service capabilities will develop alongside the market roll-out’, so it’s likely that this brand would get independent retailers, rather than ones integrated into existing JLR or Chery sites.
It’s expected that further details about the Freelander brand and its new 8 SUV will be announced towards the end of the year.