FREELANDER, the British heritage marque revived as a joint venture between Jaguar Land Rover and Chery, is moving its global launch stage to Abu Dhabi. The “Beyond the Legend” event will be held on 29 September at the Emirates Palace Mandarin Oriental, marking the brand’s first step into international markets. The international left-hand-drive version of the FREELANDER 8 will make its first public appearance in the Middle East there.
Positioning itself as the “British Premium Intelligent All-Terrain Brand,” FREELANDER has chosen the United Arab Emirates as its first international market; Al Tayer Motors will handle distribution in Dubai and the Northern Emirates, with Premier Motors covering Abu Dhabi. The FREELANDER 8’s i-ATS intelligent all-terrain system links nine terrain modes into a single smart mode, backed by dual-motor all-wheel drive, Tank Turn manoeuvring and Crawl Control — with region-specific tuning for the area’s demanding climate among the details to be unveiled at the launch.
With its stated ambition to “carry the spirit of heritage into the future through intelligent innovation,” the brand positions the Middle East as the starting point of its global growth strategy. How signature details of classic British design language — the Castle-Style body lines and Iconic Triangle Window — come together in the brand’s new interpretation will become clear on 29 September in Abu Dhabi.
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