FREELANDER, the brand jointly developed by JLR and Chery, has held its Global Brand Launch in Abu Dhabi. It used the event to present the international left-hand drive version of the FREELANDER 8, its first strategic model.
The plug-in hybrid SUV carries a 34.12 kWh battery and a claimed all-electric range of 110 km. Meanwhile, the UAE will be the brand’s first international market.
What has FREELANDER announced?
The launch took place at Emirates Palace Mandarin Oriental under the theme “Beyond the Legend”. In practical terms, FREELANDER now has a car to sell, and it has chosen where to start selling it.
The FREELANDER 8 is a mid-to-large SUV with a plug-in hybrid powertrain. It pairs a 2.0T dedicated hybrid engine with a lithium iron phosphate (LFP) battery and two electric motors driving all four wheels. As a result, drivers can cover shorter trips on electricity alone. Then, on longer journeys, the engine can take over once the battery runs low.
Notably, FREELANDER plans to introduce six new SUVs over five years, starting with this one.
That makes the FREELANDER 8 an early test of how buyers respond to the JLR and Chery partnership.
The launch ceremony in Abu Dhabi.
How powerful is it, and how far does it go?
FREELANDER quotes a peak output of 460 kW and peak torque of 662 Nm. It also claims 0 to 100 km/h in 5.8 seconds for the SUV, which is 5,118 mm long. The launch car was the six-seat, three-row version.
That gives the FREELANDER 8 more power than several established plug-in hybrid SUVs. For example, the Range Rover Sport P550e produces 405 kW and 800 Nm. Similarly, the BMW X5 xDrive50e makes 490 hp, or about 360 kW, with 700 Nm. The Porsche Cayenne E-Hybrid quotes 346 kW and 650 Nm. However, all three claim quicker acceleration, at 4.8 to 4.9 seconds. FREELANDER hasn’t published a kerb weight, so the reason for the gap is unclear. Meanwhile, the closest rival in format is the three-row Volvo XC90 T8, with 455 hp, or about 335 kW, and 0 to 60 mph in 5.0 seconds.
The battery’s stated capacity is 34.12 kWh, which is a large pack for a plug-in hybrid. FREELANDER quotes an all-electric range of 110 km. With a full tank and a fully charged battery, total range rises to 886 km. Both figures are on the combined cycle and apply to the Middle East market model. Real-world range will also depend on speed, temperature, load and the use of air conditioning.
Even so, an electric range of that size could cover a lot of daily driving. For example, a driver with a modest commute might run mostly on electricity during the week. In that pattern, the engine would mainly serve weekend trips and longer drives.
Luci Mao, CEO of FREELANDER, delivers a speech on stage at the launch.
How quickly does it charge?
FREELANDER’s launch materials list 11 kW AC charging and DC fast charging from 20 to 80 per cent in 20 minutes or less. As a result, owners can charge overnight at home or top up quickly on a longer trip.
Plug-in hybrids generally charge more slowly than battery electric cars. In September, ChargeUK found that three in four of the UK’s 20 best-selling plug-in hybrids can’t use rapid chargers. Among the rivals above, only the Range Rover Sport P550e lists DC charging. It accepts up to 50 kW and reaches 80 per cent in 40 minutes, while a 7 kW wallbox takes five hours to full. The Porsche Cayenne E-Hybrid matches the FREELANDER 8 with an 11 kW onboard charger, which fills its battery in about two hours 39 minutes. Meanwhile, the BMW X5 xDrive50e charges at up to 7.4 kW on AC. The Volvo XC90 T8 takes around five hours to full on a 6.4 kW wallbox. However, FREELANDER hasn’t given a DC charging power, and its 20 to 80 per cent time has yet to face independent testing.
Still, the electric benefit only arrives if owners plug in regularly. A plug-in hybrid that rarely sees a charger relies mostly on its engine. So charging habits will shape how efficient the FREELANDER 8 proves in practice.
The seamless digital environment of the FREELANDER 8 is anchored by the Surround View Gallery, a 46.3-inch Far-side Integrated Display. Spanning approximately 1.2 meters across the dashboard, this ultra-wide 8K screen sits directly at the natural eye line.
Why launch in the UAE?
FREELANDER describes the Middle East as the strategic starting point for its international roll-out. The brand points to how SUVs in the region switch between city driving, family and business travel, coastal roads and the desert. In addition, sustained heat, dust and sand set demanding engineering targets. For example, FREELANDER says a 45 cc air-conditioning compressor cut the air temperature at the driver’s head by around 33°C within ten minutes. That figure comes from an internal stationary test after two hours in the sun. The car also gets a Middle East-exclusive Qibla Compass, which shows the direction of Makkah, prayer times and the Hijri calendar.
FREELANDER has picked two established dealer groups for its UAE debut. Al Tayer Motors covers Dubai and the Northern Emirates, while Premier Motors covers Abu Dhabi. Customers in the UAE can already register their interest in the FREELANDER 8.
Working with existing dealer groups gives a new brand some clear advantages. First, it gains access to showrooms and sales teams from the start. In addition, it can draw on established service and aftersales networks. For buyers, that may offer reassurance when trying an unfamiliar badge.
The UAE also fits the car’s engineering brief. FREELANDER says it tested the car in the region’s hot, dry and dusty conditions. Its i-ATS (Intelligent All-Terrain System) also includes a Sand Mode among its nine driving modes. As a result, the UAE is both the launch venue and the first sales market.
Why bring back the Freelander name?
The Freelander name will be familiar to many drivers. It first appeared in 1997 on a compact Land Rover SUV. Now, the name returns as a standalone brand with its own product plan.
JLR owns the FREELANDER brand and has set up a dedicated FREELANDER Design Hub that leads its design. Chery, meanwhile, provides intelligent technology and a global supply chain. Phil Simmons, who heads the design hub, also worked on the original Freelander. The FREELANDER 8 is built in Changshu, China, where it entered mass production in July.
Familiar names can help a new brand get noticed. However, they can also raise expectations. Buyers who remember the original Freelander may compare the new car with it. Consequently, the FREELANDER 8 will need to make its own case on quality, comfort and value.
What don’t we know yet?
Several key details remain unconfirmed. FREELANDER hasn’t announced UAE pricing for the international FREELANDER 8. In China, a different extended-range version went on sale on 3 September from 309,900 yuan. That is about $46,200, or AED 169,700, at current exchange rates. FREELANDER also hasn’t given an on-sale or delivery date for UAE customers. The brand says further details on safety, interior space and service will follow at the product launch.
These gaps are important for anyone weighing up a purchase. Price will decide how the car stacks up against rival plug-in hybrid SUVs. Likewise, fuel economy once the battery is depleted will shape running costs. Until then, buyers will want independent reviews before drawing firm conclusions.
What happens next?
For now, FREELANDER’s focus is on its UAE introduction through Al Tayer Motors and Premier Motors. According to its launch materials, the brand plans to expand its dealer network to Qatar, Kuwait, Bahrain and Jordan in the fourth quarter of 2026. Further markets will follow in 2027. The wider roll-out starts with left-hand drive markets before moving to right-hand drive and EU-specification markets.
Meanwhile, attention will turn to pricing and the first test drives. Those will show whether the 110 km figure holds up on real roads. They’ll also reveal how the FREELANDER 8 compares with established plug-in hybrid SUVs.
In the UAE, the next step is turning registrations of interest into orders once prices are confirmed.
